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

Titolo Rivista Economia agro-alimentare
Autori/Curatori Nadia Palmieri, Daniela Covino, Flavio Boccia
Anno di pubblicazione 2025 Fascicolo 2024/3
Lingua Inglese Numero pagine 20 P. 117-136 Dimensione file 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.

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

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  • Guest Editorial. Twin transition in agrifood: Digital and green transitions for sustainable, competitive, and resilient food systems Vladi Finotto, Christine Mauracher, Chiara Rinaldi, in Economia agro-alimentare 3/2025 pp.47
    DOI: 10.3280/ecag2024oa18954

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