Market expansion for organic food in India: assessing the consumers' attitude

Farhan, Mohd

doi:10.1504/ijge.2020.111465

Cited by 1 publication

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The consumers' sense of environmental duty and their personal preferences are driving this trend toward sustainable consumption (Jermsittiparsert et al, 2019). Environmental consciousness has a significant impact on organic food consumption (Siriattakul et al, 2019), and several studies have found that environmental consciousness significantly influences consumers' purchasing attitude toward organic food products (Farhan, 2020;Wang et al, 2020). The following hypotheses were therefore formulated:…”

Section: The Role Of Perceived Consciousness On Customers' Consumptio...mentioning

confidence: 99%

The role of consciousness in sustainable food consumption: a cultural comparison

Ahn

Shamim

2022

SRJ

View full text Add to dashboard Cite

Purpose The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers’ attitudes and purchasing intentions toward organic food brands. Design/methodology/approach Given the importance of culture on customers’ decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling. Findings The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customers’ purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers. Originality/value This study provides an understanding of customers’ sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customers’ behavior.

show abstract