Mohsen, Marwa Said Gad Mohamed (2009) Temporality of sought benefits and value and dynamics of the consumer adoption decision process of organic food. PhD thesis, University of Warwick.

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Abstract

The influence and role of time in consumer behaviour is a domain that has recently received increasing – albeit incomplete – attention in the consumer research literature. Such acknowledgement of the growing appreciation of a time dimension in a range of consumer-related phenomena clearly supports the focus of the present research – the time emphasis of perceived benefits and value sought by a consumer in the context of consumption and adoption of an innovative product category. The research draws upon consumer research and marketing literature, integrating findings from psychology and sociology, to develop two distinct but related conceptual frameworks for empirical investigation. Framework I investigates consumer-related factors as antecedents to the pursuit of temporally emphasised benefits motivating a product‟s consumption behaviour. Framework II investigates the relationship and influence of temporal-based value sought by consumers on a product‟s adoption decision process in terms of its speed, potential outcomes and process dynamics. The main objective is to establish answers to related research questions operationalised using the research vehicle of organic food, a product category representing a rising market trend and an innovative non-durable consumer good. A set of hypotheses is drawn up and empirically examined based on data gathered in the UK from two samples. Data is collected using a large-scale questionnaire-based approach, where each data set is analysed separately along with analyses which combine cases from both samples. The findings and the associated discussion provide important insights and overall support for the conceptualisation presented and developed in this research. General findings indicate that some psychological and behavioural consumer-related factors comprising level of involvement, perceived prior knowledge level and product usage level are more significant antecedents of temporal-based benefits sought than social and demographic factors. Results also show significant associations between temporal-based value sought in organic food and the speed and outcomes of its adoption decision process. In addition, the adoption decision process is found to be temporally dynamic, with active steps that have a carry-over effect on subsequent steps in the process. Findings extend a new temporal perspective to understanding perceived benefits and value of innovative products, offering theoretical and managerial contributions and implications for consumer researchers and marketers in relation to temporal motivations in consumption and adoption behaviour.

Item Type:	Thesis or Dissertation (PhD)
Subjects:	H Social Sciences > HF Commerce
Library of Congress Subject Headings (LCSH):	Consumer behavior -- Research, Consumers' preferences -- Research, Natural foods -- Marketing, Decision making -- Moral and ethical aspects, Willingness to pay
Date:	March 2009
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Dacko, Scott G. ; Wang, Q. (Qing)
Extent:	389 leaves : charts
Language:	eng
URI:	http://wrap.warwick.ac.uk/id/eprint/2283

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