Exploring the causal association among expertise level, preference buying and post-purchase satisfaction for organic products in India
DOI:
https://doi.org/10.31181/10012092023sKeywords:
Consumer behaviour, Organic products, Green marketing, Somers’ d, Kendall’s tau-b, Preference buying, Post-purchase satisfactionAbstract
The purpose of the current study is to examine how consumers' preference-buying behaviours are influenced by their level of expertise and, ultimately, if preference-buying results in post-purchase pleasure. We conduct an empirical analysis based on the views of green product users. For our case study, we take organic foods into account. Environment protection has received more attention in recent years. Organizations have therefore placed a strong emphasis on creating green products. Consumer behaviour has changed in relation to green items as well. One of the focal points for strategic organisational decision-making has been green marketing. However, it is crucial to ask about how consumer behaviour is changing in this setting. In this study, we aim to find out answers to the following research questions such as: Are the customers be satisfied after purchasing the green products? Are the expertise level (EL) of the consumers is compelling for preference buying behaviour (PBB)? Is EL is acting as the predecessor of PBB? RQ4: Does PBB meets with post-purchase satisfaction (PPS) of the consumers? RQ5: Is gender acting as an influencer in the relationship of EL, PBB and PPS? 104 individuals from a variety of demographic backgrounds took part in our survey. To test our ideas, we discover the Kendall's tau-b and Somers'd. The link between EL, PBB, and PPS is supported by statistical analysis results. Additionally, we see that the link between EL, PBB, and PPS is influenced by women's gender.
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