TY - JOUR
T1 - Let us buy online directly from farmers
T2 - an integrated framework of individualistic and collectivistic consumption values
AU - Kol, Ofrit
AU - Zimand-Sheiner, Dorit
AU - Levy, Shalom
N1 - Publisher Copyright:
© 2023, Emerald Publishing Limited.
PY - 2024/3/15
Y1 - 2024/3/15
N2 - Purpose: Buying directly from farmers online has become increasingly popular in recent years. This study aims to investigate the effect of the interaction between various consumption values that drive consumers to buy directly from farmers online. The proposed conceptual framework suggests that consumers who buy online directly from farmers are driven by an interaction of weighted individualistic consumption value (i.e. an integration of values such as saving money, getting quality and fresh produce) and collectivistic values (pro-environmental behaviour and ethnocentric perception). Design/methodology/approach: Data were collected using a representative sample of 576 consumers via an online access panel and analysed using AMOS SEM. Findings: A weighted individualistic consumption value affects consumer attitudes and, consequently, consumers' intention to buy agri-food products directly from farmers. Nonetheless, individualistic consumption value is more effective in enhancing attitudes among consumers with high pro-environmental behaviour. Moreover, ethnocentric perception lowers the effect of individualistic consumption value on attitudes and enhances the positive effect of attitudes on buying intention. Originality/value: This study contributes to the literature on consumer online behaviour when buying food products directly from farmers. Its originality lies in the effect of interacting individualistic and collectivistic consumption values to explain consumer motivation for this behaviour.
AB - Purpose: Buying directly from farmers online has become increasingly popular in recent years. This study aims to investigate the effect of the interaction between various consumption values that drive consumers to buy directly from farmers online. The proposed conceptual framework suggests that consumers who buy online directly from farmers are driven by an interaction of weighted individualistic consumption value (i.e. an integration of values such as saving money, getting quality and fresh produce) and collectivistic values (pro-environmental behaviour and ethnocentric perception). Design/methodology/approach: Data were collected using a representative sample of 576 consumers via an online access panel and analysed using AMOS SEM. Findings: A weighted individualistic consumption value affects consumer attitudes and, consequently, consumers' intention to buy agri-food products directly from farmers. Nonetheless, individualistic consumption value is more effective in enhancing attitudes among consumers with high pro-environmental behaviour. Moreover, ethnocentric perception lowers the effect of individualistic consumption value on attitudes and enhances the positive effect of attitudes on buying intention. Originality/value: This study contributes to the literature on consumer online behaviour when buying food products directly from farmers. Its originality lies in the effect of interacting individualistic and collectivistic consumption values to explain consumer motivation for this behaviour.
KW - Agri-food produce
KW - Collectivistic consumption values
KW - Direct-to-consumer (D2C)
KW - Ethnocentrism
KW - Individualistic consumption values
KW - Pro-environmental behaviour
UR - http://www.scopus.com/inward/record.url?scp=85181974803&partnerID=8YFLogxK
U2 - 10.1108/BFJ-08-2023-0696
DO - 10.1108/BFJ-08-2023-0696
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AN - SCOPUS:85181974803
SN - 0007-070X
VL - 126
SP - 1617
EP - 1632
JO - British Food Journal
JF - British Food Journal
IS - 4
ER -