AN ASSESSMENT OF THE MOTIVES FOR THE PURCHASE OF ORGANIC FOOD IN HARARE
ABSTRACT. The remarkable growth in the purchase and consumption of organic food is widely acknowledged by many practitioners and academics in both developed and developing countries, yet in the Zimbabwean context, there seems to be a paucity of research in this field. To ad...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Studia Universitatis Babes-Bolyai
2016-12-01
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| Series: | Studia Universitatis Babeş-Bolyai. Psychologia-Paedagogia |
| Subjects: | |
| Online Access: | https://studiapsypaed.com/wp-content/uploads/2021/09/2-2016-6.pdf |
| Summary: | ABSTRACT. The remarkable growth in the purchase and consumption of
organic food is widely acknowledged by many practitioners and academics in
both developed and developing countries, yet in the Zimbabwean context, there
seems to be a paucity of research in this field. To address this identified
research gap, the current study attempts to examine the motivational factors
for the purchase and consumption of organic food in Zimbabwe. An exploratory
factor analysis was used to determine the underlying motivational factors from
data that were collected from a sample of 200 consumers in Harare, Zimbabwe.
The findings indicate that consumers purchase organic food because of six
major reasons: is good for their health, assists environmental sustainability,
ensuring values and principles, the naturalness of food, some consumers
perceive that some selected organic food products are cheap and help improve
one’s ability to cope with stress. In this regard, an understanding of the
motivational factors for the purchase of organic food is of crucial importance to
marketers as they are able to craft strategies to meet the needs of organic
products consumers. |
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| ISSN: | 1221-8111 2065-9431 |