Work

Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price

Year: 2022

Type: article

Abstract: The household spending of Pakistani consumers on sustainable food consumption has continued to remain low. Hence, the present study used the goal-framing theory to explore the consumer’s motivational factors that derive sustainable consumption of organic food. Drawing on survey data of 488 respondents, the findings show that gain and hedonic motivations significantly affect purchase intentions; however, normative has an indirect role. In addition, the knowledge and perceived price significantly moderate the motivational factors. The study provides invaluable insights for policymakers and practitioners in identifying the motivational factors, and the means of guiding the right behaviors for sustainable consumption.

Source: Cogent Business & Management

DOI: 10.1080/23311975.2022.2143015

Authors: Kamran Khan, Sobia Iqbal, Kashif Riaz, Irfan Hameed

Institutions: DHA Suffa University, Institute of Business Management

Language: English

Topic: Organic Food and Agriculture

Subfield: Plant Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDGs: Responsible consumption and production, Zero hunger

Open Access status: gold

Estimated APC paid: $1,165