AUTHOR=Jiang Yuling , Abdullah Siti Intan Nurdiana Wong , Lim Bernard Heng Jit , Wang Ruiyun , Phuah Kit Teng TITLE=The role of marketing stimuli and attitude in determining post-COVID buying decisions toward organic food products: evidence from retail consumers in Beijing, China JOURNAL=Frontiers in Sustainable Food Systems VOLUME=7 YEAR=2023 URL=https://www.frontiersin.org/journals/sustainable-food-systems/articles/10.3389/fsufs.2023.1051696 DOI=10.3389/fsufs.2023.1051696 ISSN=2571-581X ABSTRACT=

Customers are diverse, and their preferences have changed tremendously, especially post-pandemic, as many business organizations are facing major challenges in meeting those needs. Therefore, an in-depth understanding of consumer buying decisions plays a vital role to develop effective strategies. The aim of this study is to determine whether the marketing mix (4Ps) elements and their attitude have a significant effect on organic food product buying decisions among retail consumers in Beijing, China. A quantitative method was used in this study, whereby 334 questionnaires were physically collected randomly from walk-in customers at Walmart, Darunfa, and Yonghui supermarkets in Beijing, China. Based on the results of the hypothesis test using PLS-SEM, it was confirmed that product, place and promotional strategies had a significant positive relationship with attitude and consumer buying decisions. Interestingly, price had no effect and income was not a moderator. The results of this study provided relevant suggestions to marketing practitioners, especially organic food producers and retail stores on developing and implementing marketing strategies effectively to address changing consumer preferences.