Exploring green purchase behavior in online agricultural markets: a multi-phase consumer decision model
| dc.contributor.author | Wattoo, Muhammad Umair | |
| dc.contributor.author | Piccardi, Patrice | |
| dc.contributor.author | Jose, Saju | |
| dc.contributor.author | Du, Jianguo | |
| dc.contributor.author | Zhou, Jiayao | |
| dc.date.accessioned | 2026-01-12T05:35:39Z | |
| dc.date.available | 2026-01-12T05:35:39Z | |
| dc.date.issued | 2025 | |
| dc.description | The world becomes more environmentally conscious; therefore, consumers are increasingly prioritizing sustainability in their purchasing decisions, particularly when it comes to agricultural products (Baca and Reshidi, 2025; Nair and Manohar, 2024; Wang et al., 2025). Online marketplaces for green products can help build consumer trust and overcome consumers’ heightened sensitivity to food insecurity by promoting transparency, presenting information on sources, production practices, and environmental impacts (Tran et al., 2024). The confluence of online service quality (OSQ) and product quality (PRQ) has emerged as a crucial driver of CS within the framework of sustainability in an era marked by increased environmental concern (Tannady and Purnamaningsih, 2023). The interaction between OSQ and PRQ is complex regarding green consumer behavior. Due to its dynamic characteristics, consumer behavior will remain a hot topic of study. Progress has been made in the field; however, a notable research gap exists regarding how consumers behave when buying green agricultural products (GAPs) during the entire purchase process in a developing nation’s context. | |
| dc.description.abstract | Purpose:This study aims to explore consumer behavior in terms of pre-, actual, and post-purchase behavior of green agricultural food products based on planned behavior and social exchange theory. Design/methodology/approach: A longitudinal study design was employed, utilizing a structured questionnaire to collect data from the same 473 respondents across different phases. Findings: The findings reveal that quality factors significantly influence consumer purchase behavior. Additionally, environmental and societal factors significantly enhance consumer behavior in online shopping for these products. Notably, consumer complaints have an inverse relationship with consumer satisfaction and loyalty. Meanwhile, emotional intensity was identified as a moderator, identifying the role these relationships play in the online shopping context of agricultural products. Originality/value: Practically, the research can guide businesses in developing marketing strategies that align with consumers’ behavior toward green products. Keywords: Quality factors, Societal factors, Green purchase behavior, Emotional intensity, Green repurchase, Recommendation intention | |
| dc.identifier.citation | Wattoo, M. U., Du, J., Zhou, J., Jose, S., & Piccardi, P. (2025). Exploring green purchase behavior in online agricultural markets: a multi-phase consumer decision model. British Food Journal. | |
| dc.identifier.doi | https://doi.org/10.1108/BFJ-11-2024-1134 | |
| dc.identifier.uri | https://repository.adu.ac.ae/handle/1/7926 | |
| dc.language.iso | en | |
| dc.publisher | Emerald Publishing | |
| dc.title | Exploring green purchase behavior in online agricultural markets: a multi-phase consumer decision model | |
| dc.type | Article |