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Drivers of organic food purchase: trust, price, and quality
Mini Dissertation (MBA)--University of Pretoria, 2025.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2026
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| _version_ | 1867613548023119872 |
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| access_status_str | Open Access |
| author2 | Swanepoel, Samantha |
| author_browse | Swanepoel, Samantha |
| author_facet | Swanepoel, Samantha |
| collection | Thesis |
| dc_rights_str_mv | © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2025. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/109119 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:53.400Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/109119 Drivers of organic food purchase: trust, price, and quality Swanepoel, Samantha ichelp@gibs.co.za Meso, Ivy UCTD Organic foods Consumer trust Price sensitivity Theory of planned behaviour Perceived quality Purchase intention Mini Dissertation (MBA)--University of Pretoria, 2025. This paper applied the theory of planned behaviour to South Africa’s urban areas to determine the intentions behind the purchase of organic food. Trust (an external antecedent), perceived quality (an attitudinal determinant), and price sensitivity (a perceived behavioural control constraint) were found to be drivers of behavioural intention. Research on emerging markets with weak institutional and regulatory standards has not yet been conducted on these relationships; thus, this study provided insights into consumer behaviour in developing organic food markets. A questionnaire was distributed to urban South African consumers; only metropolitan cities were included in the survey: Pretoria, Johannesburg, eThekwini and Cape Town. The sample population consisted of people living in urban areas who were aware of organic foods and had intentions of buying or had bought organic food products. A total of 255 viable responses were used to analyse the results. Hypothesis 1 revealed that trust significantly predicted purchase intention (β = 0.39, R² = 33%), thus establishing trust as an important external factor. The results for hypothesis 2 indicated that perceived quality was the strongest predictor of purchase intentions (β = 0.50, R² = 46%). Meaning that perceptions of quality are more important than formal certification in emerging markets. Price sensitivity negatively impacted purchase intention (β = -0.19, R² = 9%). Trust did not moderate the relationship between price sensitivity and purchase intention (p = 0.178) in hypothesis 4. Understanding which drivers are more crucial in various contexts and their relationships would enable marketers a policymakers to grow the organic food markets. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-11: Sustainable cities and communities 2026-03-23T09:07:41Z 2026-03-23T09:07:41Z 2026-05-05 2025 Mini Dissertation * A2025 http://hdl.handle.net/2263/109119 en © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Organic foods Consumer trust Price sensitivity Theory of planned behaviour Perceived quality Purchase intention Drivers of organic food purchase: trust, price, and quality |
| title | Drivers of organic food purchase: trust, price, and quality |
| title_full | Drivers of organic food purchase: trust, price, and quality |
| title_fullStr | Drivers of organic food purchase: trust, price, and quality |
| title_full_unstemmed | Drivers of organic food purchase: trust, price, and quality |
| title_short | Drivers of organic food purchase: trust, price, and quality |
| title_sort | drivers of organic food purchase trust price and quality |
| topic | UCTD Organic foods Consumer trust Price sensitivity Theory of planned behaviour Perceived quality Purchase intention |
| url | http://hdl.handle.net/2263/109119 |