Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

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Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce 1 2 * Sustainability 2024 , 16 (6), 2338; https://doi.org/10.3390/su16062338 (registering DOI) Abstract : 1. Introduction 2. Literature Review 3. Development of Hypotheses and Research Model H1a. H1b. H2a. H2b. H3a. H3b. H4a. H4b. H5a. H5b. H6a. H6b. H7a. H7b. H8a. H8b. H9a. H9b. H10a. H10b. H11a. H11b. H12a. H12b. H13. H14. H15. 4. Research Methodology 4.1. Research Design 4.2. Qualitative Stage 4.3. Quantitative Stage 4.4. Measurement Development 4.5. Data Collection 5. Data Analysis and Results 5.1. Measurement Model 5.2. Common Method Bias (CMB) 5.3. Structural Model Analysis 2 ), (4) the assessment of effect size (f 2 ), and (5) the assessment of predictive relevance (Q 2 ). 2 = 0.009), FC (f 2 = 0.016), HM (f 2 = 0.017), SI (f 2 = 0.045), and SMIEs (f 2 = 0.104) contribute to the R 2 value of PI, explaining a relatively small-to-moderate proportion of the variance [122]. 2 = 0.085), RERs (f 2 = 0.103), and SMIEs (f 2 = 0.428) demonstrate a moderate to large degree of explanatory power with respect to the R 2 value of SCT [122]. 2 = 0.052) and SMIEs (f 2 = 0.081) hold a moderate effect size, whereas PI (f 2 = 0.347) demonstrated a large effect size [122]. 2 values from 66.8% to 66.3% after removing the control variables shows that these variables accounted for only the marginal variance in customers’ Instagram-based purchasing behaviors. Table 4 provides an informative overview of the results obtained from the path analysis in the current research. 2 value, which is used to assess the predictive relevance [99], can be determined using a blindfolding procedure [108]. The results of this research indicate that it holds a strong predictive relevance for the variables, with Q 2 values of 0.484, 0.632, and 0.525 for PI, SCT, and PB, respectively [108]. Moreover, the R 2 coefficients of PI (0.513), SCT (0.643), and PB (0.668) were all found to be satisfactory [108]. Accordingly, this study’s model has a robust ability to explain customers’ trust, intentions, and behaviors in the context of purchasing organic food products through Instagram social commerce. 5.4. Mediation Effects 6. Discussion of Key Findings 7. Implications 7.1. Academic Implications 2 value equal to 66.8%. Accordingly, compared to the UTAUT-2, the developed model made a significant improvement in the variance explained in individuals’ behaviors (from 52% to 66.8%). Accordingly, the results obtained from this research provide fresh perspectives on the UTAUT-2′s applicability, opening up new opportunities for further social commerce studies. 7.2. Practical Implications 7.3. Social Implications 8. Limitations and Future Research Author Contributions Funding Institutional Review Board Statement Informed Consent Statement Data Availability Statement Conflicts of Interest References Amiraslani, F.; Dragovich, D. Food-energy-water nexus in Iran over the last two centuries: A food secure future? Energy Nexus 2023 , 10, 100189. [Google Scholar] [CrossRef] Shirzad, H.; Barati, A.; Ehteshammajd, S.; Goli, I.; Siamian, N.; Moghaddam, S.M.; Pour, M.; Tan, R.; Janečková, K.; Sklenička, P.; et al. Agricultural land tenure system in Iran: An overview. Land Use Policy 2022 , 123, 106375. 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[Google Scholar] [CrossRef] Demographic Frequency Percentage % Gender Male 151 36.8% Female 259 63.2% Age 18–24 28 6.8% 25–34 176 42.9% 35–44 158 38.5% 45–54 37 9% 55–64 11 2.7% Social Commerce Frequency Multiple times a day 18 4.4% Daily (once a day) 10 2.4% Very often (4–6 times a week) 31 7.6% Often (2–3 times a week) 47 11.5% Sometimes (once a week) 47 11.5% Occasionally (2–3 times a month) 118 28.8% Rarely (once a month or less) 139 33.9% Construct Items Mean Std. Deviation Outer Loadings Cronbach’s Alpha ∂ CR AVE VIF Performance Expectancy PE1 5.55 1.209 0.789 0.773 0.869 0.688 1.407 PE2 5.47 1.286 0.847 1.795 PE3 5.54 1.306 0.851 1.740 Effort Expectancy EE1 5.79 1.248 0.766 0.810 0.874 0.634 1.710 EE2 5.61 1.256 0.799 1.692 EE3 5.64 1.232 0.817 1.636 EE4 5.70 1.263 0.802 1.591 Facilitating Condition FC1 5.58 1.297 0.711 0.690 0.810 0.517 1.335 FC2 5.64 1.251 0.716 1.337 FC3 5.59 1.258 0.758 1.284 FC4 5.49 1.395 0.689 1.270 Hedonic Motivation HM1 5.32 1.365 0.867 0.838 0.902 0.755 2.036 HM2 5.25 1.363 0.874 1.907 HM3 5.36 1.376 0.865 1.955 Social Influence SI1 5.05 1.351 0.895 0.841 0.904 0.759 2.324 SI2 4.99 1.335 0.848 1.800 SI3 4.93 1.470 0.869 2.050 Recommendation and Referrals RERs1 5.49 1.397 0.712 0.756 0.843 0.575 1.480 RERs2 5.06 1.437 0.829 1.577 RERs3 5.27 1.469 0.791 1.613 RERs4 5.70 1.219 0.693 1.308 Rating and Reviews RARs1 5.51 1.214 0.736 0.700 0.831 0.621 1.366 RARs2 5.01 1.364 0.826 1.340 RARs3 5.19 1.424 0.800 1.389 Social Media Influencer Endorsement SMIEs1 4.44 1.877 0.847 0.901 0.927 0.717 2.439 SMIEs2 4.52 1.814 0.832 2.371 SMIEs3 4.52 1.791 0.881 2.868 SMIEs4 4.20 1.914 0.857 2.639 SMIEs5 4.94 1.748 0.815 2.051 Purchase Intention PI1 5.29 1.181 0.860 0.817 0.891 0.732 1.916 PI2 5.13 1.308 0.863 1.884 PI3 4.95 1.399 0.844 1.687 Social Commerce Trust SCT1 5.43 1.360 0.694 0.842 0.883 0.559 1.524 SCT2 4.88 1.518 0.813 2.003 SCT3 4.99 1.501 0.818 2.218 SCT4 5.46 1.398 0.630 1.811 SCT5 4.71 1.738 0.784 2.155 SCT6 5.62 1.339 0.729 1.880 Purchase Behavior PB1 4.97 1.546 0.886 0.901 0.931 0.771 2.710 PB2 5.11 1.473 0.875 2.529 PB3 5.11 1.555 0.893 2.882 PB4 5.01 1.711 0.858 2.292 EE FC HM PB PE PI RARs RERs SCT SI SMIEs EE FC 0.839 HM 0.537 0.719 PB 0.228 0.463 0.519 PE 0.690 0.858 0.655 0.436 PI 0.429 0.667 0.630 0.865 0.607 RARs 0.371 0.520 0.511 0.525 0.491 0.597 RERs 0.443 0.621 0.518 0.570 0.564 0.570 0.655 SCT 0.359 0.646 0.649 0.787 0.575 0.771 0.617 0.723 SI 0.407 0.620 0.637 0.652 0.635 0.689 0.545 0.538 0.673 SMIEs 0.109 0.367 0.437 0.737 0.347 0.639 0.576 0.553 0.817 0.546 Path Hypothesis Std. Beta (β) Std. Deviation t-Values p-Values Decision PE ⟶ PI H1a 0.072 0.058 1.244 0.213 (NS) Rejected EE ⟶ PI H2a 0.065 0.061 1.064 0.288 (NS) Rejected FC ⟶ PI H3a 0.132 0.059 2.246 0.025 * Supported HM ⟶ PI H4a 0.121 0.059 2.059 0.040 * Supported SI ⟶ PI H5a 0.198 0.049 4.059 0.000 *** Supported SI ⟶ SCT H6a 0.210 0.038 5.535 0.000 *** Supported RERs ⟶ PI H7a 0.027 0.043 0.619 0.536 (NS) Rejected RERs ⟶ SCT H8a 0.238 0.044 5.462 0.000 *** Supported RARs ⟶ PI H9a 0.081 0.040 2.008 0.045 * Supported RARs ⟶ SCT H10a 0.049 0.041 1.212 0.226 (NS) Rejected SMIEs ⟶ PI H11a 0.296 0.051 5.764 0.000 *** Supported SMIEs⟶ SCT H12a 0.490 0.041 12.097 0.000 *** Supported SMIEs ⟶ PB H13 0.247 0.049 5.033 0.000 *** Supported SCT ⟶ PB H14 0.212 0.052 4.074 0.000 *** Supported PI ⟶ PB H15 0.457 0.041 11.100 0.000 *** Supported Control Variables Age 0.100 0.063 1.590 0.112 (NS) Gender −0.002 0.061 0.034 0.973 (NS) SC Frequency −0.108 0.059 1.841 0.066 (NS) Path Hypothesis Std. Beta (β) Std. Deviation t- Value p-Value Confident Interval (BC) Decision Mediation Effect LL UL PE ⟶ PI ⟶ PB H1b 0.033 0.026 1.243 0.214 (NS) −0.017 0.087 Rejected No Effect EE ⟶ PI ⟶ PB H2b 0.030 0.028 1.074 0.283 (NS) −0.027 0.081 Rejected No Effect FC ⟶ PI ⟶ PB H3b 0.060 0.028 2.191 0.028 * 0.008 0.116 Supported Partial Mediation HM ⟶ PI ⟶ PB H4b 0.055 0.027 2.017 0.044 * 0.005 0.114 Supported Partial Mediation SI ⟶ PI ⟶ PB H5b 0.091 0.026 3.506 0.000 *** 0.044 0.147 Supported Partial Mediation SI ⟶ SCT ⟶ PB H6b 0.045 0.014 3.092 0.002 ** 0.020 0.077 Supported Partial Mediation RERs ⟶ PI ⟶ PB H7b 0.012 0.020 0.615 0.539 (NS) −0.025 0.053 Rejected No Effect RERs ⟶ SCT ⟶ PB H8b 0.051 0.016 3.233 0.001 *** 0.024 0.085 Supported Partial Mediation RARs ⟶ PI ⟶ PB H9b 0.037 0.019 1.956 0.050 (NS) 0.001 0.075 Rejected No Effect RARs ⟶ SCT ⟶ PB H10b 0.010 0.009 1.155 0.248 (NS) −0.007 0.030 Rejected No Effect SMIEs ⟶ PI ⟶ PB H11b 0.136 0.025 5.422 0.000 *** 0.094 0.194 Supported Partial Mediation SMIEs ⟶ SCT ⟶ PB H12b 0.104 0.027 3.807 0.000 *** 0.053 0.158 Supported Partial Mediation Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content. © 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Share and Cite MDPI and ACS Style
Poureisa, A.; Aziz, Y.A.; Ng, S.-I.
Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce. Sustainability 2024 , 16 , 2338.
https://doi.org/10.3390/su16062338
AMA Style
Poureisa A, Aziz YA, Ng S-I.
Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce. Sustainability . 2024; 16(6):2338.
https://doi.org/10.3390/su16062338
Chicago/Turabian Style
Poureisa, Arman, Yuhanis Abdul Aziz, and Siew-Imm Ng.
2024. “Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce” Sustainability 16, no. 6: 2338.
https://doi.org/10.3390/su16062338

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