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

Sonia Chien-I Chen, Chenglian Liu, Zhenyuan Wang and Farid Arya
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Sonia Chien-I Chen: School of Economics, Qingdao University, Qingdao 266071, China
Chenglian Liu: Department of Science and Engineering, Shiyuan College of Nanning Normal University, Nanning 530011, China
Zhenyuan Wang: Faculty of Economics and Management, East China Normal University, Shanghai 200050, China
Farid Arya: School of Engineering, Buckinghamshire New University, High Wycombe HP11 2JZ, UK

IJERPH, 2022, vol. 19, issue 5, 1-22

Abstract: 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.

Keywords: organic food; sustainable consumption; purchase intention and availability; market-led innovation (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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