Digital channels and green transition: Consumer behaviour as for organic food e-commerce platforms

Journal title Economia agro-alimentare
Author/s Nadia Palmieri, Daniela Covino, Flavio Boccia
Publishing Year 2025 Issue 2024/3
Language English Pages 20 P. 117-136 File size 0 KB
DOI 10.3280/ecag2024oa17548
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This paper investigates how some factors affect the willingness to buy organic food on e-commerce platforms. Data have been collected using a web-based survey with 490 respondents. A factor analysis was used to analyze data and later to consider them in a Poisson Count Regression Model. The findings show that well-educated and high-income women are more willing to purchase organic food on e-commerce platforms than others.Moreover, other drivers, such as food quality attributes and people’s attitudes towards green consumption and digital channels, affect people’s willingness to buy organic food online. These results should be useful for experts dealing with organic food. Marketing campaigns should consider all the drivers affecting people’s willingness to purchase organic food online to target the market by designing communication content susceptible to generating the greatest appeal.

Keywords: ; Digital channels; Italy; Organic food; Green consumption; Willingness to buy

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Nadia Palmieri, Daniela Covino, Flavio Boccia, Digital channels and green transition: Consumer behaviour as for organic food e-commerce platforms in "Economia agro-alimentare" 3/2024, pp 117-136, DOI: 10.3280/ecag2024oa17548