The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention to Consume Organic Food

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.

Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia

“…The results reveal that conditional value is positively associated with the consumer intention to consume organic food (β = 0.197, t = 4.932 > 1.64, p < 0.05). Previous research validate this result [2,4,6,23,66]. It means situations like discounts, promotions, incentives, easy availability of organic food can lead consumers towards organic food consumption.…”

“…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].…”

“…These values predict the consumers’ intentions to consume the specific green product, in this case, organic products. However, to the best of our knowledge, none of the studies have investigated the consumer perspective regarding organic food by employing the GPV model, particularly in a developing country like Pakistan [4,11,14,31,32]. Although the intentions predicted by GPV subsequently lead to the actual buying behavior of a specific product, Woo and Kim [23] contend that it is necessary to check the actual buying behavior of green food by using GPV model.…”

A Comparison of Motivational Patterns in Sustainable Food Consumption between Pakistan and Finland: Duties or Self-Reliance?

“…Since 2013, organic and green products have gained popularity, and the increase in local organic produce sold has boosted consumer awareness and the use of green products. Regarding organic vegetables, two-thirds of Pakistani consumers residing in the Sindh province were aware of the concept, and the majority were willing to pay extra for these products (Akbar, Ali, Ahmad, Akbar, & Danish, 2019;Hasnain, 2018;Khan & Mohsin, 2017;Mangan, Shah, Laghari, Nangraj, & Nangraj, 2016;Qasim, Yan, Guo, Saeed, & Ashraf, 2019) Recruitment of study participants and description of samples An interception sampling technique was used. Potential study participants were approached as they patronized supermarkets, market squares, and greengrocery shops in city environments.…”

“…This is evident in the more significant effect of the opinions of others on organic food purchase intentions in Denmark than in Germany (Ruiz de Maya, L opez-L opez, & Munuera, 2011). Moreover, Qasim et al (2019) showed that the level of income does not influence Pakistani consumers' intention to consume organic food.…”