Examining the Effect of Consumer Perceived Value on Buying Intention

Abstract

Consumer buying behaviour has been the focus of researchers for over five decades. The task of the researchers is to find ways to meet marketing goals with consumer goals. Organic food products are defined as food items produced and processed without the use of any pesticides, herbicides, antibiotics, chemical fertilizers, and growth hormones. newlineOrganic food consumers are those, who believe in the value of organic food products, who are buying organic food for personal consumptions for at least six months and have been an evangelist of its attributes. Value means consumer willingness to pay an extra premium for the benefit observed of being an organic food consumer. newlineThe objectives of the current research study are developing the value factors (quality, emotion, price, social and health benefits) influencing the Consumer Perceived Value (CPV) in the context of organic food buying behavior. The study involves the conceptualization of organic food buying behaviour model and empirically validating the latent variables of Organic Food Buying (OFB). The study revolves around the problem of the value measures in planned buying behavior inside organic retailing. newlineThe study hypothesis provides research results on the positive influence of Consumer Perceived Value (CPV) on buying intention in organic food buying behaviour framework. The study provides latent variable measures for Consumer Perceived value in organic retailing.