Abstract
Purpose: The primary aim of this research is to identify the influence of environmental belief (awareness of consequences, injunctive social norms, environmental concern, environmental self-identity and aspiration of responsibility) on personal norms and subsequent effect on organic food purchase intentions with mediation outcome of personal norms and moderating role of willingness to pay.Design/methodology/approach: The data was collected from individual Pakistani consumers with 430 effective questionnaires. Further the responses were analysed through SPSS, V-22, smart PLS-3.Findings: The results showed that awareness of consequences, injunctive social norms, environmental concern, environmental self-identity and aspiration of responsibility showed significant influence to personal norms towards organic food. Subsequently, personal norms had a significant effect on consumer purchase intentions. Furthermore, organic food willingness to pay proved to be significant and positive moderator between personal norms and organic food purchase intentions.Research implications: This study provides organic food marketers to understand the consumer’s demand from the consumers’ moral perspective and suggests the basis for the future development of organic food.Originality/value: The study implications suggest the need for policy makers to educate and positively promote organically produced foods to consumers through messages based on morality.
Highlights
Environmental degradation and resultant effects on humans and other species have sensitise consumers in their buying decisions
Present study is important for policy makers as it points out the ways to create awareness; secondly it provides the schema to promote organically produced foods to consumers through messages based on morality
The results of this research have insinuations for practice and research as organic food buying is getting an issue of great importance in Pakistan
Summary
Environmental degradation and resultant effects on humans and other species have sensitise consumers in their buying decisions (do Paço et al, 2013). Consumers are more informed and vigilant about their purchases (Furlow and Knott, 2009), an inclination has been observed among consumers seeking environmentally friendly assortments (Jain and Kaur, 2006) This trend has been observed in food selection food (Khare, 2015). Consumers are showing interest in buying organic food which is supposed to be more environmentally friendly and healthy as compared to its conventional counterpart (Ditlevsen et al, 2019). This inclination is more prominent in consumers belonging to developed nations (Asif et al, 2018).
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call