Trends in Food Science & Technology 90 (2019) 175–179

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Trends in Food Science & Technology

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Commentary

The antecedents of the consumer purchase intention: Sensitivity to price and T

involvement in organic product: Moderating role of product regional
identity
Zohra Ghali-Zinoubia,∗, Maher Toukabrib
a
College of Administrative and Financial Sciences, Saudi Electronic University (SEU), Dammam Branch, ABHA, 11147, Saudi Arabia
b
College of Business Administration, Northern Border University, P.O. Box 1312, Arar, 91431, Saudi Arabia

ARTICLE INFO ABSTRACT

Keywords: Background: This research emphasizes on the predictive variables of the intention to purchase an organic pro-
Organic food duct.
Purchase intention Scope and approach: The paper focuses on the consumer involvement in organic consumption and sensitivity to
Involvement price as motives of consumer purchase intention as well as the moderating role of the product regional identity.
Price sensitivity
Key findings and conclusions: The findings allowed us to deduce that the interviewed Tunisian customers intend
Regional identity
to buy organic olive oil because they are concerned about preserving both their health and their environment.
Also, these customers are more involved in regional organic products and are able to pay high prices to buy these
products in order to profit from their safety, traceability and high quality.

1. Introduction traceable and environment-friendly (Lee et al., 2013; Marian,

Chrysochou, Krystallis, & Thogersen, 2014).
In current era of global economy primarily based on industry, Besides, a new variable has emerged in recent years and constitutes
consuming organic foods has become a solution to preserve one's health the subject of debate among researchers, particularly in the marketing
and fight against the progression of the harmful effects of pesticides and field. It consists in the origin of the organic product (Hempel & Hamm,
chemicals components (De Boer & Bast, 2018; King et al., 2017; Weng & 2016). In the context of organic production, the study of the product
Neethirajan, 2017). Worldwide, the demand for organic food products origin effect on the consumer's intention to purchase has been the focus
appears to have expanded rapidly in recent years. It is stimulated by of several previous studies (Dekhili & D'Hauteville, 2006; Verbeke &
consumer perceptions that organic foods are safe, nutritious, appreci- Roosen, 2009). Commonly, the consumers prefer to acquire regional
able and trustworthy (Hsu & Chen, 2014; Popa, Mitelut, Popa, Stan, & organic foods (Lorenz, Hartmann, & Simons, 2015). They believe such
Popa, 2018). food to be more reliable, traceable, wholesome, fresh and better-tasting
From the marketing perspective, previous research have always (Costanigro, Kroll, Thilmany, & Bunning, 2014). This consumption at-
tried to investigate on the motives underlying the organic food con- titude is equally a way to express the consumer regional belonging,
sumption (Hsu & Chen, 2014; Lee, Shimizu, Kniffin, & Wansink, 2013). identity and citizenship (Lorenz et al., 2015; Verbeke & Roosen, 2009).
Among these motivations, the authors mainly note the heightened Until now, there are little theoretical researches and empirical data
awareness of the link between health and diet (Asioli et al., 2017; Lee available about organic consumer behavior, more particularly in
et al., 2013), highly publicized food scares which greatly increased Tunisian context. Therefore, our paper intends shed lighter on con-
consumer awareness, interest in food safety (Maeda-Yamamoto, 2017) sumer perception of organic food in this country, to provide deeper
and environmental benefits (Ghvanidze, Velikova, Dodd, & Wilna, insights into this emerging market. The primary objective of the present
2016; Laureti & Benedetti, 2018). These express interest and involve- study is to understand two major predictive variables of the intention to
ment on the part of the consumer in organic consumption (Rahman, purchase an OA product, namely involvement and price sensitivity. The
2018; Tarkiainen & Sundqvist, 2009). Likewise, questions on this sub- second objective is to test the moderating role of the product regional
ject mainly refer to the willingness to pay more to acquire a higher- identity in the relationships between the two motives here treated and
quality OA (organic agriculture) product which is more wholesome, the intention to purchase an organic food. A conceptual model is

∗
Corresponding author.
E-mail addresses: [email protected], [email protected] (Z. Ghali-Zinoubi), [email protected] (M. Toukabri).

https://doi.org/10.1016/j.tifs.2019.02.028
Received 31 December 2017; Received in revised form 5 October 2018; Accepted 6 February 2019
Available online 11 February 2019
0924-2244/ © 2019 Elsevier Ltd. All rights reserved.
Z. Ghali-Zinoubi and M. Toukabri Trends in Food Science & Technology 90 (2019) 175–179

conceived and tested through an empirical study involved a sample of 2.3. Price sensitivity and intention to purchase an organic product
Tunisian consumers of organic olive oil.
According to Marian et al. (2014), the price constitutes a reason to
don't buy organic foods, since it was usually premium priced. However,
2. Literature review this finding is strongly questioned by Bunte, Van Galen, Kuiper, and
Tacken (2010). These authors demonstrated, through a study con-
2.1. The consumption of an organic product ducted in Netherland, that the prices do not constitute barrier to pur-
chase organic products as long as their low prices do not lead to sig-
2.1.1. Definitions of organic agriculture (OA) nificant higher sales. This finding invites the researchers to study the
According to the International Federation of Organic Agriculture price elasticity of consumer demand (Marian et al., 2014). Rödiger and
Movements (IFOAM), the Organic Agriculture is “a production system Hamm (2015) stated that the systematic review distinguishes four di-
that sustains the health of soils, ecosystems and people. It relies on ecological mensions of organic products price such: ‘price elasticity’, ‘price per-
processes, biodiversity and cycles adapted to local conditions, rather than the ception and evaluation’, ‘price knowledge’, and ‘willingness to-pay’.
use of inputs with adverse effects” (Mutiara & Satoshi, 2017). Ghali and However, several previous researchers reduced the question about the
Hamdi (2015) defined the organic production system as the farming price of organic product to ‘a willingness to-pay’ (Marian et al., 2014).
practices that do without the application of artificial fertilizers and From their side, Walser & Nanopoulos (2007) have evoked the question
chemicals and have a high degree of environmental sustainability. of organic product price through the concept of “price sensitivity”. They
Generally, the researchers in marketing (Chekima, Oswald, Wafa, & measured this attribute via four dimensions: “emphasis on price”, “price
Chekima, 2017; Hsu & Chen, 2014; Sheng, Shen, Qiao, Yu, & Fan, 2009) comparison”, “price control” and “knowledge of prices”. They stated
consider the organic agriculture as a production produced with limited that more than the customers are sensitive to the organic products
use of pesticides and herbicides, less chemical residuals and other prices, more they are unable to buy the products since they are more
chemical inputs in order to support the environment and protect the expensive than conventional ones. In other words, the customers, who
human health. pay more attention to the price of the products and its level in com-
parison with other products of the same category, are those who do not
have sufficient willingness to buy the organic products. In the Tunisian
2.1.2. The intention to purchase an organic food context, the organic foods are more expensive than the conventional
Since consumers pay more attention to the rise of environmental ones (Ghali & Hamdi, 2015; Mtimet, Zaibet, Zairi, & Hzami, 2013). For
protection activities and the impact of deterioration of fauna and flora, example, in 2015, the organic milk is 53% more expensive than typical
consumer environmentalism becomes more popular in the worldwide. milk (Salah, Boudiche, Ameur, Amara, & Bornaz, 2015). Therefore, the
As result, consumers are willing to buy organic products that are more organic purchasing depends largely of the consumer ability to pay the
respectful to the human health and the environment (Ghvanidze et al., prices. In the same context, Salah et al. (2015) stated that in spite of the
2016; Hsu & Chen, 2014). This intention to purchase organic products growing interest in his health, his wellbeing and his environment issues,
is defined by Mutiara and Satoshi (2017) as an individual's readiness to the Tunisian consumer stills quite price-sensitive, especially within the
perform green buying behavior, specifically reflecting the consideration case of the reduction of his purchasing power these last few years.
of less pollution. In the same vein, King et al. (2017) stated that the After this review of the literature, we can state our second hy-
more sensitive an individual is to healthy and organic consumption, the pothesis (H2) as follows:
greater is his intention to buy OA products. In other words, recently,
H2. Consumer sensitivity to price is a determinant of the purchase
consumers are willing to buy a food that is wholesome, fresh, of good
intention of an organic food.
perceived quality and including more nutritional components in order
to support the environment, as well as the human health (Ghvanidze
et al., 2016; Laureti & Benedetti, 2018). 2.4. The moderating role of product regional identity

In organic field, the region of food production plays an important

2.2. Involvement in organic food and consumer purchase intention role in consumer decision process (Fraser et al. 2015; Lorenz et al.,
2015). These authors studied the behavior of European consumers and
Involvement in organic food is defined by Tarkiainen and Sundqvist noticed that regional identity of food has become an important criterion
(2009) as “a motivational state which affects the extent and focus on for these consumers in their product assessments and purchase deci-
consumers' attention and comprehension processes as well as overt beha- sions. Verbeke and Roosen (2009) stated that the regionality of the
viors”. According to Rahman (2018), the consumers are involved in a product moderates, positively, the interest of the consumer to purchase
product when it has a significant substantial value for them or funda- the organic foods. This is because the consumer believes, on one hand,
mental importance in their lives. This author considered the product on the superiority of regional product quality, on its traceability and its
involvement as a vital construct of study in consumer behavior and process's production reliability. On the other hand, the consumer wants
defined it as a “consumer's enduring perceptions of the importance of the to express his regional belonging, his identity and his citizenship
product category derived from his innate desires, values and interests”. (Lorenz et al., 2015; Pernin & Petitprêtre, 2013).
According to Strazzieri (1994), the level of involvement (high vs low) After this literature review, we can state our third hypothesis (H3)
with the product under consideration depends of consumer decision as follows:
processes. Moreover, Tarkiainen and Sundqvist (2009) stated that more
H3. The product regional identity moderates the relationship between
than the consumer has an interest to support his environment and
the consumers' involvement and their purchase intention.
protect his health, more he is involved in the purchasing of organic
foods. This involvement should be for long-run to can lead to a positive In many countries (French, Germany …), the price of regional or-
attitude and purchase intention (Rahman, 2018; Strazzieri, 1994). ganic products is more expensive than products coming from outside of
This literature review enables us to state our first hypothesis (H1), the region (Lorenz et al., 2015; Verbeke & Roosen, 2009). In Tunisian
as follows: context, the authors stated that the price is function of the product
image, which is depended of the region image (Dekhili & D'Hautevile,
H1. The consumer involvement is a determinant of the purchase
2006). For all these contexts, the regionality of the products influences
intention of an organic product.
the consumer purchase intention. In other words, the consumer is

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Table 1
Measurement scales of the conceptual model.
Dimension Items

Price sensitivity (scale of Walser-luchesi & Nanopoulos, 2007)

Price_emph1 ⁃ Pay attention to posted prices
Price_emph2 ⁃ When I buy the organic olive oil, the price is not important
Price_emph3 ⁃ I value the price of current items
Price_emph4 ⁃ I always look at the prices stickers
Price_emph5 ⁃ I spend without looking at prices
Price_comp6 ⁃ I look at the prices of catalogs received at home
Fig. 1. Conceptual model of the research. Price_comp7 ⁃ I compare prices of organic olive oil that are advertised
Price_comp8 ⁃ I compare prices of organic olive oil on the Internet
Price_cont9 ⁃ With the Tunisian dinar, I cannot compare prices
willing to pay price premiums for food characterized as regionally Price_cont10 ⁃ I do not have time to control the prices on the display because I do
produced to profit from its high quality, superior traceability, low risks Price_cont11 not know all the prices of organic olive oil
⁃ I monitor cash in hand
and also as a cooperation and solidarity with regional organic product
Price_know12 ⁃ I know the prices of organic olive oil in the store that I usually
producers (Lorenz et al., 2015; Pernin & Petitprêtre, 2013). Dekhili & Price-know13 use
D'Hautevile (2006) studied the intention of Tunisian consumers to- ⁃ I remember the prices
wards the regional olive oil. They found that these customers, gen- Involvement in organic products (scale of Strazzieri, 1994)
erally, prefer the olive oil produced in their region and are able to pay Involv1 ⁃ The organic olive oil is a product that really matters to me
Involv2 ⁃ The regional olive oil is an organic product to which I attach
its high price due to its perceived quality, taste, reliability and trace-
Involv3 special importance
ability. Involv4 ⁃ I particularly like to talk about the regional organic olive oil
This literature review allowed us to state our fourth hypothesis (H4) Involv5 ⁃ You can say that regional olive oil is an organic product that
as follows: Involv6 interests me
⁃ I am particularly attracted by the organic olive oil
H4. The regional dimension of the product moderates the relation ⁃ The simple fact of learning about regional organic olive oil is a
between price sensitivity and purchase intention. pleasure
Purchase intention (scale of Chan & Lby, 2001)
All the hypotheses exposed above form our conceptual model of Purch_int1 ⁃ I think keeping the consumption of the regional organic olive oil
research which can be schematized as follow (Fig. 1): Purch_int2 ⁃ I recommend this organic product to my family and friends
Purch_int3 ⁃ I intend to return later to buy regional organic olive oil
Regional identity of the organic product (scale of Pernin & Petitprêtre, 2013)
3. Empirical study Reg Ident 1 ⁃ I feel very concerned about the economic life of my region
Reg Ident 2 ⁃ I would have a better opinion of myself by buying organic
Reg Ident 3 products from the region instead of other products.
3.1. Research methodology ⁃ I am very attached to my region.

In order to test our research hypotheses, we have conducted a

sample survey according to judgment. We relied on two samples. The
3.3. The model fit
first sample, involved 250 Tunisian consumers of olive oil, serves to
purify the measurement scales through an exploratory study. The
To test the hypotheses of our research, the structural model was
second sample, involved 750 consumers, serves to test the research
tested using maximum likelihood estimation technique. Fit statistics
hypotheses through a confirmatory study. All constructs’ measures were
(Ch2/ddl = 2.63; RMSE = 0.029; GFI = 0.931; AGFI = 0.912;
based on the use of measurement scales already tested in previous re-
CFI = 0.914. PNFI = 0.245) revealed that the model fits well the ob-
search works with adaptation to the context of our study (Table 1).
served data.
In order to test the different hypotheses of our conceptual model, we
conducted our surveys from 16 January to 31 Mars of 2017 (in week-
3.4. Hypotheses checking
days and weekends, mornings and afternoons). The questionnaires were
delivered face-to-face by the authors to convenience sample, with some
3.4.1. Checking direct effect
dispersion in terms of gender, socio-professional category, revenue and
Outputs from the confirmatory analyses conducted on our second
age. The percentage of men is almost equal to that of women and age
sample which involves 750 respondents, allow us to test the direct ef-
groups range from 20 to 70 years old. The choice on the organic olive
fects between the two independent variables (involvement and price
oil was for two reasons. Firstly, this product is largely produced and
sensitivity) and the dependent variable (intention to purchase). Firstly,
consumed in Tunisia. Secondly, every region in this country has its
the Student's t-test made on the causal link between the involvement
production identity and its own olive oil quality and taste (Dekhili &
and the purchase intention is significant at the 5% threshold
D'Hautevile, 2006).
(CR = 1.971). It exceeds the theoretical value 1.96 with a significant
value p = 0.018 (< 0.05). Hence, we can confirm hypothesis H1. Sec-
3.2. Exploratory factor analysis ondly, only one dimension of price sensitivity (price knowledge) has a
significant influence on the purchase intention of organic product at the
The dimensionality and reliability of each scale of our conceptual 5% threshold (CR = 1.98 > 1.96) with a significant value p = 0.034
model are evaluated through the Principal Component Analysis and the (< 0.05). Meanwhile, the other three dimensions of price sensitivity
Cronbach alpha. Indeed, we have checked that each instrument has a (emphasis on price, price comparison and price control) do not exert
KMO superior to 0.5. This means that the matrix of the scale in question any significant impacts on purchase intention. This leads us to do not
is numerable and the inertia restored by the axes is acceptable. The support hypothesis H2, except the sub-hypothesis inherent to price
Cronbach alpha for each dimension is superior to 0.7 and the items of knowledge (see Table 2).
each instrument have significant contributions to the formation of the
dimension and their correlations with the total score are superior to 0.3 3.4.2. Checking the moderating effect of regional identity
(Roussel, Durrieu, Campoy, & El Akremi, 2002). These findings allow us The moderating effect of regional identity as presented in Table 3 is
to confirm the reliability of the measurement scales of each construct. significant between involvement and intention to purchase an organic

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Table 2 5. Conclusion
Verification of the hypotheses.
Relations Estimate C.R. Our research was carried out in the Tunisian context and sheds light
on certain motives for the intention to buy an organic olive oil, namely,
Purch_int < — Involv ,641 1,971 price sensitivity and involvement in organic products. We have equally
Purch_int < — Price_cont -,153 −1,121
studied the importance of the attribute regional identity in the re-
Purch_int < — Emphesis_price -,172 -,617
Purch_int < — price_know ,375 1,980
lationship between the consumer and the organic product. This should
Purch_int < — Price_comp -,043 -,483 help researchers to better understand how these complex variables
(involvement, price sensitivity, regional identity) of the decision-
making process can influence people's conscious behavior and lead
product. This means that the regional identity of the product them to consume a regional organic olive oil that is beneficial to their
strengthens the relationship between involvement and intention in health, their region and their environment. The Tunisian context has
order to make it meaningful. However, the moderation of regional not benefited from enough studies in this field, in our opinion. Also, in
identity intervenes only between sensitivity to price and purchase in- spite of Tunisia is among the biggest countries producer of organic olive
tention for the dimension of price comparison. Besides, the role of re- oil, there are no studies according to a marketing perspective explaining
gional identity is important in explaining the high price of organic the motives of purchase intention of this product.
products (organic olive oil) and in promoting the price of these pro- In managerial terms, our study has brought to light certain stimuli
ducts by comparing them with the price of other products. Hence, we of the consumption of organic products as well as the role that the
confirm the last two hypotheses of our study, H3 and H4. origin of the product can play in this relation. This will allow producers
of the organic olive oil to devise certain practices to attract the cus-
tomer and stimulate his intention to buy. Communicating the benefits
4. Discussion of results of organic consumption for health and the environment and providing
enough information about the product are becoming a priority for
Our main objective through this research was to investigate certain managers and producers who strive to motivate the customer into
motivations for intending to purchase an organic food. The choice was buying this category of products. Also, the customer is generally sen-
mainly on price sensitivity and consumer involvement. We also tested sitive to product prices especially in this era of global economic crisis
the moderating role played by the regional identity of the organic and declining purchasing power. In this context, marketing leaders in
products in these two relationships. In our empirical study, we chose the field of regional organic products are required to justify the price
the case of Tunisian organic olive oil. level, which is generally higher than the price of conventional products,
Firstly, our results of an empirical study involved 750 Tunisian and make customers aware that higher prices correspond to better
customers of organic olive oil enabled us to say that involvement im- quality, freshness, taste, originality, reliability and safety. In this sense,
pacts positively on the purchase intention (H1) with the significantly the creation of a regional label becomes a solution. This, on the one
moderating effect of the regional identity of the product (H3). This hand, will allow the reinforcing of the involvement of the customer, and
means that the importance and interest given by the consumer to the will reassure him by guaranteeing a fresh and wholesome product. On
organic product are dependent on the origin of this product. These the other hand, it enables the distributor/producer to control costs by
results are consistent with the findings of Dekhili & D'Hautevile (2006), joining a short distribution chain.
Lorenz et al. (2015) and Rahman (2018). However, future research should address the limitations of this
Secondly, our findings enabled us to say that the more sensitive the study. Firstly, the sample on which the investigation relied is not re-
customer is to product prices, the less likely he is to purchase an organic presentative of the target population. Secondly, our model focused only
product which is actually more expensive than conventional ones, on the moderating role of a single variable, namely regional identity,
particularly in Tunisian context (H2). However, this sensitivity is much while the literature has distinguished several other variables in this
less acute when it comes to a regional product (H4). This can be in- context, such as consumption habit, lifestyle, etc. Thirdly, we limited
terpreted by the fact that the consumer is willing to pay more to acquire the explanatory factors for the intention to buy regional organic olive
a regional organic product that meets the requirements of food safety, oil to only two variables. However, the literature has pointed at a
and is superior in terms of freshness, traceability and quality. These variety and a multiplicity of predictors like the taste of the organic
conclusions are in line with those derived from the works of Costanigro product or the psychological proximity. The study of these variables
et al. (2014); Marian et al. (2014) and Weng and Neethirajan (2017). and their impacts on the consumption of regional organic products, the

Table 3
Moderation of regional identity.
Regressions F P Moderation

Involvement Involvement (X)/Purchase intention (Y) 1.406 0.308 Confirmed

Regional identity (Z)/Purchase intention (Y) 8.318 0.012
Moderator_Z Regional identity *Z Involvement/Purchase intention (Y) 6.438 0,031
Price sensitivity Emphases on Price Emphasis on price (X)/Purchase intention (Y) 7.919 0.023 Rejected
Regional identity (Z)/Purchase intention (Y) 8.332 0.037
Moderator_Z Regional identity *Z Emphasis on price/Purchase intention (Y) 2.645 0.193
Price comparaison Price comparaison (X)/Purchase intention (Y) 14.167 0.305 Confirmed
Regionalidentity (Z)/Purchase intention (Y) 29.342 0.002
Moderator_ZRegionalidentity *Z Price comparaison/Purchase intention (Y) 6.298 0.018
Price control Price control (X)/Purchase intention (Y) 11.352 0.001 Rejected
Regional identity (Z)/Purchase intention (Y) 7.399 0.007
Moderator_Z Regional identity *Z Price control/Purchase intention (Y) 0.678 0.576
knowledge of prices knowledge of prices (X)/Purchase intention (Y) 13.154 0.004 Rejected
Regionalidentity (Z)/Purchase intention (Y) 9.014 0.009
Moderator_Z Regional identity *Z knowledge of prices/Purchase intention (Y) 0.611 0.432

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