Examining consumer purchase intention towards organic food: An empirical study

The ongoing transition in consumer attitudes toward organic products may lead to the rise of organic food; therefore, it is critical to study customers' purchasing intentions toward organic food in a developing country like India. The main objective of this study is to examine what motivates consumer's purchase intention towards organic food. Data was collected from 294 consumers, and selected using purposive sampling, through a questionnaire survey. The findings revealed that consumers' intentions to purchase organic food are influenced by functional value quality, social norms, consumer innovativeness and green trust. Additionally, health benefits, convenience and availability have major significant influence on consumers' choice for organic food. Further, knowledge about organic food exerts strongest impact among all the other factors. The current study contributes to the lack of research on customers' organic food in India. This study incorporates the unique importance of motivating factors that drives their choice of organic foods and has both theoretical and managerial implications

Big data and firm marketing performance: Findings from knowledge-based view

International audienc

Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation

PurposeThis study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above.Design/methodology/approachA research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data.FindingsFindings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings.Practical implicationsBesides theoretical contributions, this study presents valuable insights to manage service networks during servitization.Originality/valueFirst, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings