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Measuring the Association and the Strength of Association between Attitude, Elicited Interest and Actual Purchase of Organic Fruits and Vegetables in

Brijesh R. Sharma 1 and Srini R. Srinivasan 2
1. Vivekanand Education Society’s Institute of Management Studies and Research (VESIMSR) Mumbai, India
2. Jamnalal Bajaj Institute of Management Studies (JBIMS), Mumbai, India
Abstract—A positive attitude leads to interest (intention to purchase) which in turn may trigger a purchase. There are many other factors which can come in between interest and purchase. This is true for organic fruits and vegetables also. The research tries to map this dependency of attitude and interest (intention to purchase) and attitude and actual purchase. The paper also assesses the strength of this dependency using chi-square test and Phi Coefficient/Cramers V. The research uses survey data which was collected using dichotomous measures of yes and no on the variable of attitude, elicited interest and purchase status. The sample size is 750. The variable of elicited interests and actual purchase versus attitude was analyzed using chi-square test. The finding of the research is consistent with previous research is and axiomatic. The revelation is, whereas elicited purchase interest and actual purchase are dependent on the attitude, the strength of the former is stronger than the latter. This may be due to price, availability, certification or some other variable which can be explored further.

Index Terms—attitude, purchase intention, organic fruits and vegetable, association, chisquare, Phi Coefficient / Cramers V

Cite: Amani M. Ghazzawi, Fatimah M. Alqahtani, Fahd S. Alotaibi, and Sjaak Laan, "An Investigation of the Most Critical Security Vulnerabilities in Cloud Computing in Saudi Arabia," Vol. 8, No. 3, pp. 177-180, August, 2017. doi: 10.12720/jait.8.3.177-180
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