Consumers' purchasing and store switching intentions in respect of eco-marked products

Philippos Karipidis, Efthimia Tsakiridou, Stamatis Aggelopoulos and Athanasios Belidis

International Journal of Economics and Business Research, 2010, vol. 2, issue 6, 511-524

Abstract: The aim of this paper is to study consumers' buying behaviours towards certified eco-friendly food and to estimate their willingness to buy this food. It also examines the role of the retailer to replace the certification and to add value by analysing the consumer's 'willingness to switch store' in order to purchase a certified product. Results indicate that consumers' intentions to purchase eco-certified food depend on the level of awareness about production conditions, the eco-mark experience and credence attribute associations, occupation and household income. Therefore, the eco-mark and the most preferred retailer could add value for customers. A methodological insight is that when the consumer's decisions for eco-friendly products are analysed, the distinction of eco-mark representations in three different attribute associations improves the explaining capacity of the consumer's decision model.

Keywords: eco-marks; eco-marking; store switching; certified businesses; purchasing intentions; eco-certification; consumers; buying behaviour; eco-marked products; eco-friendly food; retail industry; retailing; food industry; customer occupations; household incomes; most preferred retailers; added value; decision making; attribute associations; willingness to purchase; ecology; ecological awareness; environmental management; environment; eco-labelling; fruit farming; agriculture; Greece; economics; business research. (search for similar items in EconPapers)
Date: 2010
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