Purchasing organic food with social commerce: An integrated food-technology consumption values perspective |
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| Affiliation: | 1. South China Agricultural University, China;2. California State University, Fullerton, 92834, USA;3. Xi’an Jiaotong University, Xi’an, 710049, Shaanxi, China;1. University of Perugia, Department of Engineering, Via G. Duranti, 93, 06125, Perugia, Italy;2. MIT Center for Collective Intelligence, 245 First Street, 02142, Cambridge, MA, USA;3. University of Rome Tor Vergata, Department of Enterprise Engineering, Via del Politecnico 1, 00133, Rome, Italy;1. Programa de Pós-Graduação em Informática, Universidade Federal do Rio de Janeiro, Av. Athos da Silveira Ramos, 274 – Bl. E – CCMN/NCE, 21.941-590, Cidade Universitária, Rio de Janeiro, RJ, Brazil;2. Departamento de Ciência da Computação, Universidade Federal do Rio de Janeiro, Av. Athos da Silveira Ramos, 274 – Bl. E – Room 1038 (NCE), 21.941-916, Cidade Universitária, Rio de Janeiro, RJ, Brazil;1. Department of Industrial Systems and Engineering, Indian Institute of Technology-Kharagpur, Kharagpur, 721302, India;2. Reliability Engineering Centre, Indian Institute of Technology-Kharagpur, Kharagpur 721302, India;1. Department of Energy, Systems, Territory and Construction Engineering, University of Pisa, Largo Lucio Lazzarino, 1, 56122 Pisa, Italy;2. Department of Enterprise Engineering, University of Rome Tor Vergata, Via Orazio Raimondo, 00173, Rome, Italy;1. Department of Business and Law, University of Calabria, Italy;2. Department of Economics and Statistics, University of Naples Federico II, Italy |
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| Abstract: | Organic products may have several health benefits for consumers. Nevertheless, even in the age of social commerce, and the communication affordances of social networking sites, consumers are not always informed regarding such benefits. As such, we examine how the characteristics of social commerce and organic foods can work in tandem to influence organic products purchase intentions. We develop a model based on the theory of consumption values and test it empirically. The results show that interactivity, recommendations, and feedback are important social commerce characteristics (affordances), while food safety and eco-friendliness are key organic food characteristics. Such social commerce and organic food characteristics interact and serve as inputs for functional value and emotional value assessments, which in turn, drive purchase intentions of organic foods via social commerce. The findings also show that functional value is more instrumental in this process; and that there is also a significant difference between males and females in the formation of purchase intention. Implications for theory and practice are discussed. |
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| Keywords: | Social commerce Social networking sites Organic foods Theory of consumption values Functional value Emotional value |
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