Predicting the Organic Food Purchase Behaviour in Egypt: An Empirical Study Investigating the Pro-Environmental and Service-Scape Effect on the Consumer’s Purchase Behaviour

نوع المستند : مقالات بحثية علمية


1 College of Management and Technology, Arab Academy for Science and Technology and Maritime Transport, Egypt

2 Faculty of Business and Law Family, Newcastle Business School, Northumbria University, UK


Society is faced with increased environmental deterioration due to the current status of environmental pollution and scarcity of resources, making it a necessity to evolve towards sustainable lifestyles which pressure people to change their behavioural patterns. This research explores the organic food purchase resulting from pro-environmental behaviour in the Egyptian market, with a specific emphasis on the service-scape phenomenon and its effect on the consumer‘s purchase experience. The research aims at bringing out new insights related to the organic food purchase decision because of pro-environmental behaviour based on the development of a comprehensive framework. Moreover, the study puts emphasize on the relationships between attitude, social influence, and anticipated guilt on the intention to purchase organic food. In addition, it examines the moderation roles of self-transcendence values, perceived behavioural control and store’s atmospherics. Furthermore, the research expands the understanding of the service-scape in an original approach by exploring the physical, social, and natural dimensions in the organic food grocery retail industry. A deductive research approach using a quantitative research strategy is employed with a total of 403 surveyed consumers. The results reveal that the organic food purchase is a result of pro-environmental behaviour that is moderated by the interaction of store’s atmospherics and an environmental intention to purchase organic food. Additionally, the intention is affected by the attitude and the social influence while, moderated by self-transcendence values and perceived behavioural control. As well as, the different antecedents are found affecting the consumer’s purchase experience by acting as different service-scape dimensions. The research contributes to knowledge by providing a solid body of knowledge of the antecedents that best predict organic food purchase from a pro-environmental behaviour perspective. Also, gaining new knowledge related to the service-scape concept and its application in the organic food retailing context likewise, the contribution to theory in this work emerges from the development of a hypotheses tested conceptual model that offers a deeper understanding to the organic food purchase decision and its relation to behaving pro-environmentally. Besides, enhance the understanding of the service-scape multi-disciplinary dimensions. Practically, the identification of motives behind the organic food purchasing/pro-environmental behaviour helps prospering the environmental essence. Hence, create pleasurable consumer‘s organic food purchase experiences accompanied by increased environmental awareness and responsibility to achieve and promote sustainability.

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