Digital channels and green transition: Consumer behaviour as for organic food e-commerce platforms
This paper investigates how some factors affect the willingness to buy organic food on e-commerce platforms. Data have been collected using a web-based survey with 490 respondents. A factor analysis was used to analyze data and later to consider them in a Poisson Count Regression Model. The findings...
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| Format: | Article |
| Language: | English |
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FrancoAngeli
2024-12-01
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| Series: | Economia Agro-Alimentare |
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| Online Access: | https://journals.francoangeli.it/index.php/ecagoa/article/view/17548 |
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| _version_ | 1832086499809558528 |
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| author | Nadia Palmieri Daniela Covino Flavio Boccia |
| author_facet | Nadia Palmieri Daniela Covino Flavio Boccia |
| author_sort | Nadia Palmieri |
| collection | DOAJ |
| description | This paper investigates how some factors affect the willingness to buy organic food on e-commerce platforms. Data have been collected using a web-based survey with 490 respondents. A factor analysis was used to analyze data and later to consider them in a Poisson Count Regression Model. The findings show that well-educated and high-income women are more willing to purchase organic food on e-commerce platforms than others.
Moreover, other drivers, such as food quality attributes and people’s attitudes towards green consumption and digital channels, affect people’s willingness to buy organic food online. These results should be useful for experts dealing with organic food. Marketing campaigns should consider all the drivers affecting people’s willingness to purchase organic food online to target the market by designing communication content susceptible to generating the greatest appeal. |
| format | Article |
| id | doaj-art-4ee8fb13cc704037b8bb08fbc69ed3f3 |
| institution | Kabale University |
| issn | 1126-1668 1972-4802 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | FrancoAngeli |
| record_format | Article |
| series | Economia Agro-Alimentare |
| spelling | doaj-art-4ee8fb13cc704037b8bb08fbc69ed3f32025-02-06T14:36:13ZengFrancoAngeliEconomia Agro-Alimentare1126-16681972-48022024-12-0126310.3280/ecag2024oa1754815108Digital channels and green transition: Consumer behaviour as for organic food e-commerce platformsNadia Palmieri0https://orcid.org/0000-0001-7178-3733Daniela Covino1Flavio Boccia2https://orcid.org/0000-0001-6466-8841Parthenope University of NaplesParthenope University of NaplesParthenope University of NaplesThis paper investigates how some factors affect the willingness to buy organic food on e-commerce platforms. Data have been collected using a web-based survey with 490 respondents. A factor analysis was used to analyze data and later to consider them in a Poisson Count Regression Model. The findings show that well-educated and high-income women are more willing to purchase organic food on e-commerce platforms than others. Moreover, other drivers, such as food quality attributes and people’s attitudes towards green consumption and digital channels, affect people’s willingness to buy organic food online. These results should be useful for experts dealing with organic food. Marketing campaigns should consider all the drivers affecting people’s willingness to purchase organic food online to target the market by designing communication content susceptible to generating the greatest appeal.https://journals.francoangeli.it/index.php/ecagoa/article/view/17548digital channelsitalyorganic foodgreen consumptionwillingness to buy |
| spellingShingle | Nadia Palmieri Daniela Covino Flavio Boccia Digital channels and green transition: Consumer behaviour as for organic food e-commerce platforms Economia Agro-Alimentare digital channels italy organic food green consumption willingness to buy |
| title | Digital channels and green transition: Consumer behaviour as for organic food e-commerce platforms |
| title_full | Digital channels and green transition: Consumer behaviour as for organic food e-commerce platforms |
| title_fullStr | Digital channels and green transition: Consumer behaviour as for organic food e-commerce platforms |
| title_full_unstemmed | Digital channels and green transition: Consumer behaviour as for organic food e-commerce platforms |
| title_short | Digital channels and green transition: Consumer behaviour as for organic food e-commerce platforms |
| title_sort | digital channels and green transition consumer behaviour as for organic food e commerce platforms |
| topic | digital channels italy organic food green consumption willingness to buy |
| url | https://journals.francoangeli.it/index.php/ecagoa/article/view/17548 |
| work_keys_str_mv | AT nadiapalmieri digitalchannelsandgreentransitionconsumerbehaviourasfororganicfoodecommerceplatforms AT danielacovino digitalchannelsandgreentransitionconsumerbehaviourasfororganicfoodecommerceplatforms AT flavioboccia digitalchannelsandgreentransitionconsumerbehaviourasfororganicfoodecommerceplatforms |