Identifying The Antecedents of The Intention For Purchasing Organic Agricultural Products With A Focus on The Role of The Shop Image (The Case of Bioneshan Stores)

Document Type : Research Paper

Authors

1 MSc, Business Management Department, Faculty of Management & Accounting, College of Farabi University of Tehran, Qom, Iran

2 Assistant Professor, Industrial and Financial Management Department, Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran

3 MSc, Business Management Department, Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran

Abstract

The purpose of this study was to provide a model for identifying the antecedents for purchasing organic agricultural products focusing on the role of the store image. The study was applied and descriptive. The population of the study consisted of all consumers of organic agricultural products in Bioneshan stores in Tehran, who used the products of this company. About 384 samples were selected using the available sampling method. In order to confirm the validity of the questionnaire, content validity, construct validity and convergent validity were examined. To assess the reliability of the questionnaire, Cronbach's alpha coefficient was used, which was 0.787 for the whole questionnaire. The results of the research show that the price image, brand image, and perceived risk affect the image of the organic agricultural products store. The store image has a significant effect on the perceived quality and perceived value of organic agricultural products and perceived quality has a significant effect on the perceived value and intention to purchase organic agricultural products. Also, the perceived value has a significant effect on the intention to purchase organic agricultural products.

Keywords

References

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Iranian Journal of Agricultural Economics and Development Research
Volume 51, Issue 3
August 2020
Pages 513-530

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