Managing subjective well‐being of organic food consumers through sustainability orientation, environmental consciousness, and skepticism in Thailand: Mediating role of organic food consumption

Abstract

AbstractSubjective well‐being of consumers is turned out to be a modern and the most important issue for green marketers. World's food policy which is mostly revolving around consumption of organic food is also making well‐being a center piece of all its discussions. This study has contributed by checking the impact of consumer sustainability orientation (CSO), skepticism and environmentally conscious purchase behavior (ECPB) on subjective well‐being of consumers in mediating role of organic food consumption. A quantitative methodology was adopted in which questionnaires were filled by 314 respondents of Thailand. Survey results have revealed that CSO, skepticism and ECPB have a significant impact on subjective well‐being of consumer and organic food consumption is also significantly mediating these relationships. No previous study has checked the mediating role of organic food consumption in Thailand's and respective variables’ setting. This study can be beneficial for organic food industry as it can generate potential benefits for consumers.