Author:
Al-Harbi Ahlam Ibrahim,Badawi Nada Saleh
Abstract
Purpose
This study aims to investigate the influence of online opinion leadership and opinion seeking the intention to purchase and purchase behaviour of organic food in Saudi Arabia.
Design/methodology/approach
This study used an online questionnaire as a method to collect data from Instagram users in Saudi Arabia. Statistical analysis was performed using the SmartPLS to test the research model.
Findings
The study demonstrates the links between the perceived benevolence of the opinion leadership through Instagram and purchase behaviour of organic food and between opinion seeking and intention to purchase.
Practical implications
This study provides insights into the favourable impact of opinion leadership and opinion seeking on consumers’ intention to purchase and purchase behaviour for marketers, especially in the organic food sector of a Middle Eastern context.
Originality/value
Prior studies have investigated the impact of opinion leadership and opinion seeking on purchase behaviour, but not within the organic food sector. This study attempts to fill this gap in the literature by providing useful insights to enhance the understanding of the influence of online opinion leadership on purchase behaviour of organic food. This study also makes a valuable contribution to organic food research in Middle East countries, where there is a lack of research on organic food purchase behaviour.
Reference117 articles.
1. The theory of planned behavior;Organizational Behavior and Human Decision Processes,1991
2. Organic” extinguish the second candle,2017
3. Reflections towards opinions of twitter’s influentials on the saudi university youth’s attitude towards some of the social issues from the perspective of the students of the social science college at imam Muhammad bin Saud Islamic university;Journal of Scientific Research in Education,2016
4. The role of subjective norms in theory of planned behavior in the context of organic food consumption;British Food Journal,2014
Cited by
5 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献