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Research Paper | Marketing | Kenya | Volume 12 Issue 10, October 2023 | Popularity: 5.4 / 10

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An Evaluation of the Influence of Social Factors on Organic Foods Buyer Behavior in Kenya

Charles Kamau, Dr. Regina Mwangi

Abstract: The consumption of organic foods in Kenya remains low despite the country's high potential for production and consumption of organic foods. This appears inconsistent with the global trends of organic foods consumption. The purpose of this study therefore, was to examine the influence of social factors influencing organic foods buyer behavior in Kenya. The specific objectives of the study was to explore the influence of social factors on organic foods buyer behavior in Kenya. The study adopted a positivism research philosophy and a cross-sectional descriptive research design. A proportionate sample of 376 respondents was selected from the target population of 6,130 organic foods buyers from outlets selling certified organic foods in Kenya. A closed ended questionnaire was used to collect primary data for the predictor and response variables. The IBM's Statistical Package for Social Sciences (SPSS) version 21.0 was employed in the data analysis. The IBM's Statistical Package for Social Sciences (SPSS) version 21.0 was employed in the data analysis. To test the reliability and validity of the research instrument, a pilot study was conducted in Nyeri and Nakuru Counties in Kenya, and a Cronbach's alpha coefficient of 0.908 was attained which depicted a high reliability for the research instrument. Content validity was ascertained through a judgmental approach by the experts in the subject matter, while construct validity was established by use of Kaiser-Meyer Olkin (KMO) test. The study established social factors are statistically significant in evaluating organic foods buyer behavior in Kenya at 95% degrees of confidence. The study recommend that marketers should consider utilizing social factors as a key tool to stimulate progressively higher consumption of organic foods in Kenya. These factors can also be used to profile and segment the organic foods market for higher market penetration and market share.

Keywords: Social factors, organic foods, buyer behavior

Edition: Volume 12 Issue 10, October 2023

Pages: 833 - 838

DOI: https://www.doi.org/10.21275/SR231008155240

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