Shifts in consumer behavior towards organic products: Theory-driven data analytics

Firouzeh Taghikhah, Alexey Voinov, Nagesh Shukla and Tatiana Filatova

Journal of Retailing and Consumer Services, 2021, vol. 61, issue C

Abstract: Consumer behavior is key in shifts towards organic products. A diversity of factors influences consumer preferences, driving planned, impulsive, and unplanned purchasing decisions. We study choices among organic and conventional wine using an extensive survey among Australian consumers (NÂ =Â 1003). We integrate five behavioral theories in the survey design, and use supervised and unsupervised machine learning algorithms for analysis. We quantify a gap between intention and behavior, and emphasize the importance of cognitive factors. Findings go beyond correlation to the causation of behavior when combining predictive prowess with explanatory power. Results reveal that affective factors and normative cues may prompt unplanned and spontaneous purchasing behavior, causing consumers to act against their beliefs.

Keywords: Organic food; Emotion; Habit; Impulsive purchasing; Data mining; Explainable artificial intelligence (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921000825

DOI: 10.1016/j.jretconser.2021.102516

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