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Research Paper | Marketing | Kenya | Volume 12 Issue 10, October 2023 | Popularity: 5.8 / 10

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Analysis of Cultural Factors as Antecedents of Organic Foods Buyer Behavior in Kenya

Charles Kamau, Dr. David Magu

Abstract: The demand for organic foods has been growing exponentially in many countries across the globe. However, the consumption of organic foods in Kenya remains low despite the country?s high potential for production and consumption of organic foods. The purpose of this study therefore, was to explore the antecedents of organic foods buyer behavior in Kenya. The specific objective of this study was to analyze the influence of cultural 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. Construct validity was tested by use of Kaiser-Meyer Olkin (KMO) test. The hypothesis was tested using bivariate linear regression model at a significance level of 0.05. The study established that cultural factors had a p-value <0.05 in the model and hence found to have a statistically significant influence on organic foods buyer behavior in Kenya. This study recommend that marketers should adopt the findings of this study to segment the market, target and position organic food products based on the different consumers of organic foods.

Keywords: Cultura factors, organic foods, antecedent, buyer behavior

Edition: Volume 12 Issue 10, October 2023

Pages: 839 - 845

DOI: https://www.doi.org/10.21275/SR231008155601

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