Shifts in consumer behavior towards organic products

Theory-driven data analytics

Journal article (2021)

Authors

Firouzeh Taghikhah University of Technology Sydney
A. Voinov University of Twente, University of Technology Sydney
Nagesh Shukla University of Technology Sydney
T. Filatova University of Twente, University of Technology Sydney
Affiliation
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Data mining Emotion Habit Explainable artificial intelligence Organic food Impulsive purchasing
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Published Date

2021

Language

English

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Abstract

Consumer behavior is key in shifts towards organic products. A diversity of factors influences consumer preferences, driving planned, impulsive, and unplanned purchasing decisions. We study choices among organic and conventional wine using an extensive survey among Australian consumers (N = 1003). We integrate five behavioral theories in the survey design, and use supervised and unsupervised machine learning algorithms for analysis. We quantify a gap between intention and behavior, and emphasize the importance of cognitive factors. Findings go beyond correlation to the causation of behavior when combining predictive prowess with explanatory power. Results reveal that affective factors and normative cues may prompt unplanned and spontaneous purchasing behavior, causing consumers to act against their beliefs.