The moderating role of shopping orientations on the impact of facilitators and inhibitors on organic food patronage

Abstract

This research explores the moderating effect of two popular shopping orientations (Task and social) on the impact of facilitators and inhibitors on the organic food patronage of Ho Chi Minh City consumers. Applying the SOR framework combined with dual-factor theory and innovation resistance theory, a research model was identified with three-factor groups. Four hundred fifty questionnaires were delivered, and 394 completed samples were collected for analysis from consumers who purchased organic food in Ho Chi Minh City by non-probability method - convenience sampling. With Structural Equation Modeling (SEM) with moderators (MSEM), the research result stated that Health Consciousness only directly and significantly impacted three facilitators in which Ecological welfare and Nutritional Content positively influenced, and Usage Barrier negatively influenced shopping patronage. The moderating effect also revealed that both shopping orientations decreased the facilitators’ impact but increased the inhibitors’ impact on organic food shopping patronage. This result was considered a significant contribution to the research in exploring the moderating role of shopping orientations on the relationship of the facilitators and inhibitors with patronage. It came with practical implications for enhancing the profits of companies.