Generativity, environmental activism, and pride: Antecedents of intention to buy organic food

Abstract

This study aimed to analyze the generativity, environmental activism and pride influence on the organic food purchase intention of Brazilian consumers. To this end, data from 212 valid respondents were collected through an online survey, which were analyzed using the structural equation modeling technique. In summary, the main results reveal that the intention to buy organic food is explained by environmental activism and pride. Surprisingly, it turns out that generativity is not antecedent to the intention to buy organic food for the people in the average age group of 33 years old, but generativity explains environmental activism and pride. From a theoretical point of view, this research becomes valuable in bringing new insights into the organic food purchasing literature and in revealing new theoretical relationships. The results also assist decision-makers, producers, and companies in designing marketing strategies and public policies to encourage organic food production.