Purpose – The purpose of this paper is to apply the standard learning hierarchy to the study of organic foods. More specifically, this research is intended to examine if cognition in the form of beliefs and utilitarian attitudes, affect in the form of hedonic attitudes, and behavior in the form of attitudinal loyalty and behavioral loyalty occur successively. Design/methodology/approach – A total of 725 consumer panel data were obtained through a web‐based survey. A two‐stage structural equation modeling with AMOS graphics version 18.0 was used to validate the measurement models and test the proposed hypotheses. Findings – While health benefits positively influenced utilitarian attitudes, no significant effect of ecological welfare benefits was detected. The results also indicate that utilitarian attitudes had a significant and positive relationship with hedonic attitudes, which in turn led to attitudinal loyalty. Lastly, the relation between attitudinal loyalty and behavioral loyalty was significant and positive. Research limitations/implications – Global attitudes and loyalty toward organic foods were examined in this research. Thus, future research could investigate more domain‐specific attitudes and loyalty to various organic food items. Practical implications – The development of positive attitudes toward organic foods among consumers is important for the long‐term success of organic food products or brands. Originality/value – There is a little research that adopts an established theory or theoretical approach to explain a purchase behavior of organic foods. For this reason, the standard learning hierarchy was incorporated in order to study how cognition, affect, and behavior are formed when a purchase decision involving organic foods.
British Food Journal – Emerald Publishing
Published: May 27, 2014
Keywords: Attitudes; Loyalty; Organic foods; Beliefs; Standard learning hierarchy
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera