Possible effects of social proof and commitment and consistency on consumption and purchase intention towards organic products

Summary

Keeping the growing rate of the organic agricultural land and markets is vital to the environment and human health. Thus, with the present paper we aim to provide information as well as possible ways to influence the convenient consumers towards buying and consuming more organic products instead of conventional products. Therefore in the current study we will investigate whether by applying the social proof and commitment and consistency principles, the convenient consumers are going to change their buying and consumption behaviour and how the behaviour is going to change. Furthermore, we aim to find whether the motivations which predict the consumption and purchase intention can be influenced as well. The future results would provide the companies and marketers with the ability to make a reasonable marketing campaigns in order to promote and benefit from organic products, which are now neglected.