Drivers of Consumers’ Motivation for Purchasing Organic Products via mass distribution channels (application of international best practices in Russia)

Abstract

The main goals of the present research is to analyze the current state of the Russian organic market, to identify how various factors influence behavior of Russian consumers and to examine what kind of interrelationships exist between consumers’ motives and their willingness to purchase organic products through traditional retailing. The analysis of the structural relationships between attitudes, subjective norms, perceived behavioral control, represented by price and certification, awareness, motives, intention and behavior is performed with the Structural Equation Modeling technique. The correlation analysis of the different consumers’ motives and desire to buy organics in supermarkets was also conducted. The results of the study correspond to the previous research and reveal the new possible areas for the further analysis. Findings about explants of consumer behavior and motivation could be used by marketers in creation of successful organic promotional strategies.