The role of marketing stimuli and attitude in determining post-COVID buying decisions toward organic food products: evidence from retail consumers in Beijing, China

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Jiang, Y, Abdullah, SINW ORCID: https://orcid.org/0000-0001-7249-8512, Lim, BHJ, Wang, R and Phuah, KT, 2023. The role of marketing stimuli and attitude in determining post-COVID buying decisions toward organic food products: evidence from retail consumers in Beijing, China. Frontiers in Sustainable Food Systems, 7: 1051696. ISSN 2571-581X

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Official URL: https://doi.org/10.3389/fsufs.2023.1051696

Abstract

Customers are diverse, and their preferences have changed tremendously, especially post-pandemic, as many business organizations are facing major challenges in meeting those needs. Therefore, an in-depth understanding of consumer buying decisions plays a vital role to develop effective strategies. The aim of this study is to determine whether the marketing mix (4Ps) elements and their attitude have a significant effect on organic food product buying decisions among retail consumers in Beijing, China. A quantitative method was used in this study, whereby 334 questionnaires were physically collected randomly from walk-in customers at Walmart, Darunfa, and Yonghui supermarkets in Beijing, China. Based on the results of the hypothesis test using PLS-SEM, it was confirmed that product, place and promotional strategies had a significant positive relationship with attitude and consumer buying decisions. Interestingly, price had no effect and income was not a moderator. The results of this study provided relevant suggestions to marketing practitioners, especially organic food producers and retail stores on developing and implementing marketing strategies effectively to address changing consumer preferences.

Item Type:	Journal article
Publication Title:	Frontiers in Sustainable Food Systems
Creators:	Jiang, Y., Abdullah, S.I.N.W., Lim, B.H.J., Wang, R. and Phuah, K.T.
Publisher:	Frontiers Media SA
Date:	18 May 2023
Volume:	7
ISSN:	2571-581X
Identifiers:	Number Type 10.3389/fsufs.2023.1051696 DOI 1797958 Other
Rights:	Copyright © 2023 Jiang, Abdullah, Lim, Wang and Phuah. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	07 Sep 2023 10:15
Last Modified:	07 Sep 2023 10:15
URI:	https://irep.ntu.ac.uk/id/eprint/49660