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Serbian
Journal of Management
2017,
vol. 12, iss. 2, pp. 189-199
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4A
marketing mix impacts on organic food purchase intention
Türk
Bahar, Erciş Aysel
Atatürk
University, Faculty of Economics and Administrative Science, Erzurum,
Turkey
e-mail: baharsturk@yahoo.com.tr
Abstract
Nutrition
is one of the main factors leading to a sustainable and healthy life.
Consumers generally make decisions related to their daily nutrition and
food choice. Therefore, it is important to determine the main potential
factors affecting the final decision. These variables, also known as
the 4As (acceptability, affordability, accessibility and awareness),
affect consumers’ decisions in all stages of the purchase decision
process. The purchase intention takes place at the beginning of this
process. The determination of the most influential variable on the
purchase intentions is crucial and helpful for each shareholders that
concentrates on attracting consumers’ decisions in the decision
process. The aim of this study is to provide a better insight in green
purchase intention and to find which 4A attribute is more effective on
purchase intention of organic foods. For this purpose, the data were
analyzed by Analytic Hierarchy Process (AHP). The data were collected
from 10 experts of Aarhus University’s MAPP Centre. Results revealed
that “awareness” is the most effective among 4A mixed elements,
followed by “affordability”, “accessibility” and “acceptability”.
This Work is licensed under a Creative Commons Attribution 4.0 License. Keywords
4A
Marketing Mix; Organic Food Purchase Intention; Analytic Hierarchy
Process (AHP)
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