Assessment of millennial organic food consumption and moderating role of food neophobia in Pakistan

Abstract

Ecological and health-related issues have given rise to scholars and investigators’ concerns in exploring the determinantal effects of organic food. But little attention has paid to the actual buying behaviour regarding organic foods; especially in developing economies such as Pakistan. Therefore, this study aims to analyze the actual consumer’s purchasing behaviour about organic food. A theoretical framework based on green perceived value was developed to observe the study’s objectives that determine the consumers’ buying behaviour and intention. The moderating effects of food neophobia was also analyzed. Structural Equation Modeling (SEM) approach is used for analysis, and data collection was made from millennial, which is considered the most significant consumer part in Pakistan. Answers of 1324 university students indicate that all values, i.e., social (0.101), functional (0.314), conditional (0.228), and emotional (0.521) has a significant and positive impact on buying intent of users. Furthermore, consumers’ intention to buy organic produce (0.282) is positively linked with buying behaviour, and food neophobia (0.091) also moderates positively between intention to purchase and organic food consumption. Moreover, the current study offers valuable insights to manufacturers, researchers, and advertisers of natural food. The study concluded the suggestions for future studies, and the limitations of the study are also stated.