SUSTAINABILITY IN FOOD PURCHASE DECISIONS: A QUALITATIVE STUDY ON FACTORS INFLUENCING SUSTAINABLE CONSUMER BEHAVIOR IN PAKISTAN

Abstract

The global COVID-19 pandemic has restricted the movement of people across the world and has necessitated consumers to approach their food purchase decisions with a resilient mindset. This study uses the qualitative approach to explore primary influences on the consumption of sustainable food products in Pakistan from the purchase-intention phase to the purchase-completion phase. This study also examines factors that prevent consumers from translating their purchase-intentions into actual purchases. In addition, this study investigates the impact of COVID-19 pandemic on the purchase intention of consumers and the consumption of sustainable food products in Pakistan. The content analysis method has been used to extract themes from the data after interviewing 10 consumers of green food products. The findings of this study will help stakeholders such as marketers, suppliers and policy-makers understand factors that motivate consumers to purchase sustainable food products in Pakistan.