Understanding consumer resistance to purchase organic foods in Kathmancu valley : an analysis of the gap between attitude and behavior using innovation resistance theory | |
| Author | Pradhananga, Stuti |
| Call Number | AIT RSPR no.SM-20-05 |
| Subject(s) | Natural foods--Nepal--Marketing Consumers' preferences--Nepal Consumer behavior--Nepal |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Purpose- The purpose of this study to analyze why people resist to purchase organic food although they have positive attitude towards such food (attitude-behavior gap) using the theoretical framework of Innovation Resistance Theory. Design/Methodology- Primary data collection was done via self-administered online survey questionnaire. A total of 252 valid responses were collected from working people in Kathmandu valley belonging to varied job sectors. All the questionnaire items were developed in line with previous literatures. Hierarchical multiple regression analysis was conducted to test the hypotheses. Findings- The study found that risk barrier, tradition barrier and image barrier had a significant positive effect on purchase resistance of organic foods. However, usage barrier and value barrier did not have a significant effect on purchase resistance. Except for usage barrier, the research found no evidence to claim that premium price of organic food positively moderates the relationship between perception barriers and purchase resistance behavior. Moreover, the study revealed that women demonstrate low purchase resistance than male, and that purchase resistance decreases as age increases. Practical Implications- Marketers and policymakers can refer to the findings and recommended strategies in this study to establish, promote and properly market organic food products. Novelty- By positing organic food as a green innovation, the current study provides a new angle to understand consumer behavior on purchase resistance from an innovation resistance perspective. The current study has also widened the scope of innovation resistance theory which have rarely been applied in organic food context. Moreover, the study of analysis of purchase resistance of organic foods and too within the innovation resistance framework is the first of its kind in the context of Nepal Paper Type- Research Paper |
| Year | 2020 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K. |
| Examination Committee(s) | Levermore, Roger;Zimmermann, Willi |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2020 |