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首页> 外文期刊>Journal of retailing and consumer services >What drives consumers to certain retailers for organic food purchase: The role of fit for consumers' retail store preference
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What drives consumers to certain retailers for organic food purchase: The role of fit for consumers' retail store preference

机译：促使消费者前往某些零售商购买有机食品的因素：适合消费者零售商店偏好的作用

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Consumers' responses to organic foods have been widely researched. However, despite increasing competition among retail chains selling organic foods, little is known about how consumers choose stores for organic food buying. This study fills this important research gap by examining the role of perceived fit between retailers and organic food in US consumers' choice of retail store for organic food buying. We also investigate antecedents of fit perception and how age-driven differences (younger vs. older consumers) interplay with the role of fit. The data were collected from both younger and older consumers through web-based surveys employing a realistic context of organic food purchases at a retail chain, Walmart. Social desirability bias was incorporated. The results evidence significant moderating roles of retailer-organic food fit in two specific attitudes: attitude toward organic food and attitude toward a retail chain. Store quality is a significant antecedent of fit between retail chain and organic food, but price perceptions and consumer beliefs about corporate social responsibility-corporate ability are not. The moderating role of retail chain-organic food fit is different for younger vs. older consumers. This study provides insights into the significance of matching the image between retailers and organic products (i.e., fit). Also, the proposed model can be applicable to the contexts of fit between retailer and other specialty products. The findings provide insights into how to more effectively attract consumers for organic food purchases through matching brand/product image.
机译：消费者对有机食品的反应已被广泛研究。然而，尽管在出售有机食品的零售连锁店之间竞争加剧，但对于消费者如何选择商店购买有机食品的了解却很少。这项研究通过检查零售商和有机食品之间的合适度在美国消费者选择有机食品零售商店中的作用来填补这一重要的研究空白。我们还研究了契合度感知的前因以及年龄驱动的差异（年轻与较老的消费者）如何与契合度相互作用。这些数据是通过基于网络的调查从年轻和较年长的消费者那里收集的，这些调查采用了在零售连锁店沃尔玛购买有机食品的实际情况。社会期望偏差被纳入。结果表明，零售商有机食品在两种特定的态度中起着重要的调节作用：对有机食品的态度和对零售链的态度。商店质量是零售链和有机食品之间适应性的重要先决条件，但价格观念和消费者对企业社会责任-企业能力的看法却并非如此。零售连锁有机食品的适度作用对于年轻消费者和年长消费者而言是不同的。这项研究为零售商和有机产品之间的形象匹配（即合身）的重要性提供了见解。同样，提出的模型可以适用于零售商和其他特殊产品之间的契合环境。这些发现提供了有关如何通过匹配品牌/产品形象更有效地吸引消费者购买有机食品的见解。

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