Innovative Strategies to Fuel Organic Food Business Growth: A Qualitative Research.

Chen, Sonia Chien-I, Liu, Chenglian, Wang, Zhenyuan and Arya, Farid (2022) Innovative Strategies to Fuel Organic Food Business Growth: A Qualitative Research. International journal of environmental research and public health, 19 (5). ISSN 1660-4601

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This study aimed to identify the factors affecting consumer behavior and customer loyalty toward organic food. Whether consumers seek organic food for a healthy body or more as food for thought continues to be debated. However, since consumers' purchase habits are based on their honest life experiences, which shape the building of a brand, this study reviewed the extant literature to understand the factors influencing the purchasing behavior for organic food. The follow-up problems highlighted in the research are related to organic business marketing strategy. Based on our methodology, we conducted semi-structured interviews to gain themes for qualitative research. The study found that availability, variety, and taste were the top three factors affecting consumers' purchase decisions; surprisingly, neither price nor health-consciousness was the first concern. Using market-led innovation as an innovative lens to understand customer loyalty, this research highlights sustainable and advantageous business practices in the organic food market to enrich the literature on organic food purchasing behavior from multiple stakeholders.

Item Type: Article
Additional Information: ** From PubMed via Jisc Publications Router ** History: received 10-02-2022; revised 24-02-2022; accepted 26-02-2022.
Keywords: market-led innovation, sustainable consumption, purchase intention and availability, organic food
SWORD Depositor: JISC Router
Depositing User: JISC Router
Date Deposited: 03 May 2022 13:26
Last Modified: 03 May 2022 13:26

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