Intake of animal-based foods and consumer behaviour towards organic food: The Case from Nepal

Abstract

This study aims to segment Nepalese consumers based on their frequency intake of animal-based foods and thereby determine determinants of organic food purchasing behaviour to suggest possible marketing strategies. A face-to-face survey was conducted among Nepalese consumers (n = 527), employing the theory of planned behaviour (TPB) as a conceptual framework extended with knowledge, environmental concern, health consciousness, and background factors (socio-demographic and lifestyle characteristics). Three segments were identified employing k-mean segmentation: All Low (n = 113), High Dairy (n = 246), and High Dairy and Meat (n = 168). A covariance-based structural equation modelling (CB-SEM) analysis indicated that perceived behavioural control was the main predictor of organic food purchasing intention, followed by attitude, subjective norms, knowledge, and environmental concern. Health consciousness showed no significant influence on organic food purchasing intention. Organic food purchasing intention had a strong positive and significant influence on organic food purchasing behaviour. Socio-demographic and lifestyle characteristics were found to influence behavioural intention indirectly by their effects on attitude, subjective norms, perceived behavioural control, knowledge, and environmental concern. Income seems to also have a direct influence on organic food purchasing behaviour. Further, the segment with a low intake of animal-based foods held positive attitudes towards organic food and higher environmental concerns. The findings can be used to inform organic food producers and targeted marketing campaigns towards promoting organic food purchasing behaviour in Nepal and similar countries.