...-commerce. Design/methodology/approach A mixed-methods approach was employed, combining qualitative and quantitative methodologies. Study 1 employs grounded theory to conceptualize the dimensions of Agricultural Product Live E-Commerce Groundedness. Study 2 develops and refines the scale through...

... examined in the past. Design/methodology/approach Grounded theory was used to unearth the process followed by consumers to assess the fit of organic line extensions. The study was based on 14 in-depth interviews. Findings The findings show that the dimensions of fit that consumers consider...

...-income consumers were selected as cases of the study. The knowledge about the organic food concept and organic food preferences were analyzed through the grounded theory analysis. In this analysis, ten categories which are shopping from the close circle, the product information attitude, do it yourself...

...@hs.iitr.ac.in 07 12 2021 11 05 2022 27 06 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Socio-ecological approach Food habits Customary societies Grounded theory The qualitative interview method was chosen because...

... the situational factors that affect consumers' suboptimal food purchase and provide a basis for designing effective intervention strategies for follow-up suboptimal food sales. Design/methodology/approach Based on in-depth interviews with 25 Chinese consumers, this study uses the grounded theory to find out...

... an empirical research on a relevant sample of small- and medium-sized Italian dairy firms. Our research methodology is inspired by the grounded theory (Glaser and Strauss, 1967). Findings Our findings illustrated that firm indebtedness is the result of intertwined variables, linked to different firm...

... are analyzed using the grounded theory approach. Findings (1). Agro-food company and its rice suppliers invest different resource types and resource density, and the agro-food company is a main actor, i.e. resource investor and integrator; (2). While motivations of the agro-food company and farmers...