Shoppers' perceived embeddedness and its impact on purchasing behavior at an organic farmers' market

Abstract

This study explores the concept of perceived embeddedness (PE) and its impact on purchasing behavior at an organic farmers' market. Based on a review of the prior literature, the study refines the conceptualization and measurement of PE as a second-order factor construct reflected in its three dimensions: perceived social embeddedness, perceived spatial embeddedness, and perceived natural embeddedness. The study also suggests that organic farmers' market shoppers' PE is positively related to the two measures of purchasing behavior: expenditure per visit and repurchase intention. In a sample of 492 organic farmers' market shoppers in Beijing municipality, China, the study find support for the second-order factor structure of PE and the theorized relationship between the shoppers' PE and their purchasing behavior. The study also discusses theoretical and managerial implications of the findings.

Keywords: Beijing; Organic farmers' market; Perceived embeddedness; Purchasing behavior; Shoppers.