2011 AMA Winter Educators’ Conference: Marketing Theory and by Raji Srinivasan, Leigh McAlister

By Raji Srinivasan, Leigh McAlister

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2003). After this step, 22-item scale was finalized with good construct validity according to both confirmatory factor analysis and Multi-Trait-Multi-Method examination. Moreover, the discriminant validity of CCA from corporate ability associations, corporate social responsibility and corporate attitude was supported. Then, the scale was generalized among another 285 MBA and EDP students. Results support a four-factor CCA structure, satisfactory convergent validity and discriminant validity among four dimensions.

In addition, we conducted in-depth interviews with consumers. As a result, the main reasons for buying organic food may be identified as: American Marketing Association / Winter 2011 Organic food is considered to be healthier; organic farming is believed to be kinder to the environment; no chemicals are used (consumers are concerned about the issues of residues in their foods); and organic foods are perceived as tasting better compared to conventional foods. Hence, the findings of the in-depth interviews are in line with those of the literature review concerning the main buying motives for organic food.

To test the proposed relationships between the framework variables, we conducted a quantitative study. The sampling frame consisted of customers of five clothing retailers.

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2011 AMA Winter Educators’ Conference: Marketing Theory and by Raji Srinivasan, Leigh McAlister
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