Abstract
Environmental and health problems have increased the interest of researchers and practitioners in investigating the factors that affect organic food consumption. However, little attention has been paid to the actual organic food buying behavior, particularly in developing countries like Pakistan. Therefore, the aim of the present study is to determine the actual buying patterns of consumers. For this purpose, a conceptual model based on green perceived value framework which predicts consumer’s purchase intention and purchase behavior has been empirically tested. Likewise, moderating role of food neophobia has also been explored. Data is collected from millennials that are under rated but constitute the most important consumer segment in Pakistan. Structural Equation Modeling (SEM) is employed to analyze the data. Results from 221 university students reveal that functional value, social value, emotional value, and conditional value positively influence the consumer purchase intention. Moreover, purchase intention is positively linked to the consumer purchase behavior of organic food. Furthermore, the study findings also confirm the moderating role of food neophobia between purchase intention and consumption of organic food. This paper depicts some noteworthy insights of consumer behavior for organic food producers, marketers, and researchers. At the end, limitations and recommendations for future research are elaborated.
Highlights
Environmental deterioration and its negative impacts on human health have become a significant concern for academics and organizations nowadays [1]
The results show that all the average variance extracted (AVE) values are in between 0.566 and 0.723 (Consumer intention and consumption behavior for organic food), all CR values are in between 0.820 (Emotional value) and
The results indicate that all six hypotheses are accepted i.e., functional value (β = 0.233, t = 5.364 > 1.64, p < 0.05), social value (β = 0.080, t = 2.142 > 1.64, p < 0.05), emotional value (β = 0.469, t = 12.448 > 1.64, p < 0.05), conditional value (β = 0.197, t = 4.932 > 1.64, p < 0.05) are significant on purchase intentions of organic food
Summary
Environmental deterioration and its negative impacts on human health have become a significant concern for academics and organizations nowadays [1]. Industrialization and economic growth have caused over-consumption, which creates many environmental problems (soil, air, water), deterioration of natural resources, depletion of the ozone layer and health hazards [2,3]. These negative impacts on the environment and ecological imbalances make consumers conscious about the consequences of their actions on the environment and human health [4]. In their search for the solution for these adverse effects, consumers are changing their food consumption patterns [5]. The consumption of organic foods has seen phenomenal growth in the recent past
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