THE INFLUENCE OF PERCEIVED QUALITY ON CONSUMERS TO PURCHASE ORGANIC OR CONVENTIONAL TOMATOES

Scott Grant Eckert
Post University

ABSTRACT

The consumer uses or fails to use intrinsic or extrinsic product attributes of tomatoes in
the consumer’s purchasing intention. This study explores the perceived quality factors influencing
the intention of consumers to purchase organic, as opposed to conventional tomatoes, in the state
of New Jersey. The methodology builds on the Reasoned Action Model and data was collected by
454 convenience surveys at farmer’s markets, natural food retailers, supermarkets, and a roadside
market. The findings suggested that the consumer’s perceived quality is a significant driver of
organic tomatoes purchasing intention.

Keywords: Consumer, perceived quality, organic, conventional, tomatoes, modified reasoned action model