THE IMPORTANCE PERFORMANCE MATRIX ANALYSIS OF ORGANIC PRODUCTS AND ITS IMPACT ON PURCHASE INTENTION
Abstract
Purpose: The purpose of the study is to identify the two-dimensional grid based on the importance and performance of each exogenous latent variable in their relationship with the endogenous latent variable, which is pertaining to organic products and their impact on purchase intention. Design: The study is developed with primary data and some of the published sources, review papers, case studies, and internet sources. The sampling design chosen is non-probability sampling and nature is purposive sampling. The sample size is observed through the second-generation analytical technique PLS-SEM by sung Smart-PLS 3.0 software. Finally, the sample size derived is 640. Findings: The IPMA results show one unit increase in a construct health concern may increase the constructs performance followed by perception, perceived behavioural control, environmental concern and subjective norms Moreover, when the constructs indicator is measured using IPMA, the results shows PER 4 with the medium value of 71.797 with one unit more may increase the value to 72.797. Similarly, SN 7 shows the value of 69.297 with one unit added may increase the value to 70.297. Originality value: The standard PLS-SEM analysis gives information on the relevant weights of constructs in the structural model that explain other constructs. Executing PLS-SEM requires identifying the target constructs. However, to identify which construct and indicator have a total effect and average performance need to be targeted since the higher value constructs and indicator need not be considered, as their value is higher, there is no need to improve it. Furthermore, low-value constructs and their indicators cannot give better results due to the lower value, which can be ignored.

Authors
H. Sujaya, Meghana Salins, Dsouza Prima Frederick, Kavyashree
Srinivas University, India

Keywords
Organic Products, Purchase Intention, Performance, Importance, IPMA
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Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 10 , Issue: 1 , Pages: 1638 - 1642 )
Date of Publication :
February 2024
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54
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