Abstract
Consumption values and self-identity are the essential antecedents of consumer sustainable behavior. By integrating the theory of consumption values and self-identity approach, this research explores the relationship among consumption values (functional, social, conditional, epistemic and emotional), environmental self-identity and the behavioral intention to consume organic food. The data was collected from 406 organic food consumers through a structured questionnaire in Lahore (Pakistan). Using the PLS-SEM approach, we find that conditional value, emotional value, epistemic value, and functional value quality have a significant positive influence on consumers’ behavioral intention to consume organic food. We further find that environmental self-identity significantly mediates the structural relationship between consumption values and the behavioral intention to consume organic food. Our results imply that the interventions targeting environmental self-identity are a promising way to promote sustainable consumption behavior. Our findings also have important implications for the development of the organic food market based on consumption values and self-identities.
Highlights
The industrial revolutions and expeditious economic development, especially over the last two centuries, have led to immense over-consumption and deterioration of natural resources
Our results suggest that environmental self-identity define the structural links between consumption values and the behavioral intention to consume organic food
We examine whether environmental self-identity mediates the structural relationship between consumption values and the behavioral intention to consume organic food
Summary
The industrial revolutions and expeditious economic development, especially over the last two centuries, have led to immense over-consumption and deterioration of natural resources. Due to threatening environmental conditions and ecological imbalances, consumers are getting more vigilant for the consequences which their consumption habits might have for the environment [2]. The organic food market has witnessed a significant expanding trend due to an upsurge of consumer environmental concerns [3]. Numerous studies have mentioned the willingness of consumers to pay a premium price for organic features [4]. This has encouraged firms to invest in green products, by instigating key innovations and alterations in the production processes [3,5]. Consumers’ organic food choice has vital importance for firms and food policymakers to attain sustainable consumption and development
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