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    An assessment of the motives for the purchase of organic food in Harare

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    Date
    2016-12
    Author
    Matibiri, Getrude
    Sandada, Maxwell
    Type
    Article
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    Abstract
    The remarkable growth in the purchase and consumption of organic food is widely acknowledged by many practitioners and academics in both developed and developing countries, yet in the Zimbabwean context, there seems to be a paucity of research in this field. To address this identified research gap, the current study attempts to examine the motivational factors for the purchase and consumption of organic food in Zimbabwe. An exploratory factor analysis was used to determine the underlying motivational factors from data that were collected from a sample of 200 consumers in Harare, Zimbabwe. The findings indicate that consumers purchase organic food because of six major reasons: is good for their health, assists environmental sustainability, ensuring values and principles, the naturalness of food, some consumers perceive that some selected organic food products are cheap and help improve one’s ability to cope with stress. In this regard, an understanding of the motivational factors for the purchase of organic food is of crucial importance to marketers as they are able to craft strategies to meet the needs of organic products consumers.
    URI
    http://hdl.handle.net/10646/3081
    Additional Citation Information
    Matibiri, G., & Sandada, M. (2016). An assessment of the motives for the purchase of organic food in Harare. STUDIA UNIVERSITATIS BABE Ș -BOLYAI PSYCHOLOGIA-PAEDAGOGIA, LXI (2), 83-98.
    Publisher
    STUDIA UNIVERSITATIS
    Subject
    Organic products
    Motivation
    Consumption
    Zimbabwe
    Collections
    • GSM Staff Publications [38]

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