Unplanned In-Store Purchase Behavior of Organic Grocery Product Users: Effect of Consumer Innovativeness Traits and Traditional and Digital Promotional Stimuli
The purpose of this study was to understand the relationship of consumer innovativeness traits and traditional or digital in-store promotional stimuli and their effect on in store unplanned shopping of organic products. Within a framework of trait theory, consumer buying behavior theory and decision...
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| Format: | Article |
| Language: | English |
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Georgia Southern University
2025-01-01
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| Series: | Journal of Applied Marketing Theory |
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| Online Access: | https://digitalcommons.georgiasouthern.edu/jamt/vol12/iss1/4/ |
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| author | Dale A. Cake Vikas Agrawal Wooyang Kim |
| author_facet | Dale A. Cake Vikas Agrawal Wooyang Kim |
| author_sort | Dale A. Cake |
| collection | DOAJ |
| description | The purpose of this study was to understand the relationship of consumer innovativeness traits and traditional or digital in-store promotional stimuli and their effect on in store unplanned shopping of organic products. Within a framework of trait theory, consumer buying behavior theory and decision-making processes, SEM and r software applied to U.S. retail organic user panel data showed a unique, positive relationship of hedonistic, price-consciousness and quality-seeking traits with domain-specific (organic products) consumer innovativeness. This had a direct, positive effect on traditional and digital stimuli use, as well as leading to unplanned shopping and spending of organic goods. Knowing the traits of those who utilize traditional and digital promotions adds to trait theory and domain-specific innovativeness, an essential dimension under trait theory. Within the decision-making process, it also adds to and clarifies traditional and digital stimuli’s effect on organic users’ unplanned shopping behavior in a technologically changing, post Covid pandemic era. |
| format | Article |
| id | doaj-art-64c06db884cc409baf9cb592181fa73a |
| institution | OA Journals |
| issn | 2151-3236 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Georgia Southern University |
| record_format | Article |
| series | Journal of Applied Marketing Theory |
| spelling | doaj-art-64c06db884cc409baf9cb592181fa73a2025-08-20T02:16:45ZengGeorgia Southern UniversityJournal of Applied Marketing Theory2151-32362025-01-01121577510.20429/jamt.2025.120104Unplanned In-Store Purchase Behavior of Organic Grocery Product Users: Effect of Consumer Innovativeness Traits and Traditional and Digital Promotional StimuliDale A. CakeVikas AgrawalWooyang KimThe purpose of this study was to understand the relationship of consumer innovativeness traits and traditional or digital in-store promotional stimuli and their effect on in store unplanned shopping of organic products. Within a framework of trait theory, consumer buying behavior theory and decision-making processes, SEM and r software applied to U.S. retail organic user panel data showed a unique, positive relationship of hedonistic, price-consciousness and quality-seeking traits with domain-specific (organic products) consumer innovativeness. This had a direct, positive effect on traditional and digital stimuli use, as well as leading to unplanned shopping and spending of organic goods. Knowing the traits of those who utilize traditional and digital promotions adds to trait theory and domain-specific innovativeness, an essential dimension under trait theory. Within the decision-making process, it also adds to and clarifies traditional and digital stimuli’s effect on organic users’ unplanned shopping behavior in a technologically changing, post Covid pandemic era.https://digitalcommons.georgiasouthern.edu/jamt/vol12/iss1/4/digital stimuliunplanned shoppingplanned behaviorconsumer traitsinnovativenessorganicsmart technologygrocery retail. |
| spellingShingle | Dale A. Cake Vikas Agrawal Wooyang Kim Unplanned In-Store Purchase Behavior of Organic Grocery Product Users: Effect of Consumer Innovativeness Traits and Traditional and Digital Promotional Stimuli Journal of Applied Marketing Theory digital stimuli unplanned shopping planned behavior consumer traits innovativeness organic smart technology grocery retail. |
| title | Unplanned In-Store Purchase Behavior of Organic Grocery Product Users: Effect of Consumer Innovativeness Traits and Traditional and Digital Promotional Stimuli |
| title_full | Unplanned In-Store Purchase Behavior of Organic Grocery Product Users: Effect of Consumer Innovativeness Traits and Traditional and Digital Promotional Stimuli |
| title_fullStr | Unplanned In-Store Purchase Behavior of Organic Grocery Product Users: Effect of Consumer Innovativeness Traits and Traditional and Digital Promotional Stimuli |
| title_full_unstemmed | Unplanned In-Store Purchase Behavior of Organic Grocery Product Users: Effect of Consumer Innovativeness Traits and Traditional and Digital Promotional Stimuli |
| title_short | Unplanned In-Store Purchase Behavior of Organic Grocery Product Users: Effect of Consumer Innovativeness Traits and Traditional and Digital Promotional Stimuli |
| title_sort | unplanned in store purchase behavior of organic grocery product users effect of consumer innovativeness traits and traditional and digital promotional stimuli |
| topic | digital stimuli unplanned shopping planned behavior consumer traits innovativeness organic smart technology grocery retail. |
| url | https://digitalcommons.georgiasouthern.edu/jamt/vol12/iss1/4/ |
| work_keys_str_mv | AT daleacake unplannedinstorepurchasebehavioroforganicgroceryproductuserseffectofconsumerinnovativenesstraitsandtraditionalanddigitalpromotionalstimuli AT vikasagrawal unplannedinstorepurchasebehavioroforganicgroceryproductuserseffectofconsumerinnovativenesstraitsandtraditionalanddigitalpromotionalstimuli AT wooyangkim unplannedinstorepurchasebehavioroforganicgroceryproductuserseffectofconsumerinnovativenesstraitsandtraditionalanddigitalpromotionalstimuli |