Experimental Measurement of the Impact of Price and Green Labels on the Purchase Intention of Green Food Products among Demographic Groups of Consumers

Abstract

Objective The current concern about food product consumption and demand for green products highlights the need to pay attention to their pricing. The main purpose of this study is to measure the impact of price tags and green labels on the purchase intention of different population groups. Methodology The present study is applied in terms of purpose and experimental in terms of method. Initially, a website was designed and a food product (hamburger) was offered to the customers in two modes of green and normal, at both high and low prices. The statistical samples who were selected from social networks visited these retailers and received a questionnaire link on the website page. They expressed their intention to buy the selected product through the questionnaire. Data analysis was performed through one-way ANOVA and factor analysis. Findings Based on the obtained results, in groups who chose high-priced green products, the average purchase intention level to buy green products was higher. Accordingly, higher prices of green products were acceptable to consumers i.e., consumers' perceptions of the relationship between price, quality, or the features added to the product. Further, the average intention to buy green products by individuals who chose more expensive green products was higher compared to the intention level of those who bought non-green products at lower price levels. However, there was no difference in the average intention of the customers who bought green products at lower prices compared to the intention of those who purchased non-green products at higher prices. In addition, differences in price levels, considering the interaction of green characteristics, directly affected the intention to buy green products. No difference was observed in purchase intention in the male and female groups, but there was a significant difference in purchase intention of the product among customers with different educational and income levels. Conclusion According to the findings, marketers should be careful in the pricing of green products to increase the likelihood of their customers’ intention to buy. They are advised to provide strategies to ensure the quality of green products. One of these strategies is using valid green certificates on product packaging that indicate the quality of green products in domestic and international markets. Since no difference was found among male and female consumers in terms of intention to buy green products at high or low prices, marketers are advised to focus on other demographic features that may affect consumers' purchasing intention.

Keywords

• pricing
• green product
• intention to buy green product
• food product