The effect of fixed and growth mindsets on buying sustainable foods

Abstract

PurposeFew marketing studies have studied consumer mindsets about sustainable products in developing countries. This paper examines the influence of fixed and growth mindsets on buying sustainable foods in Iran.Design/methodology/approachTo reach this goal, the authors designed a conceptual model and specified hypotheses. A non-probability survey of 622 people was conducted through a multistage cluster random sampling from two provinces in north Iran: Gilan and Mazandaran. Data were collected through a face-to-face questionnaire. A chi-square test, confirmatory factor analysis, structural equation modelling, the bootstrapping method and the PLS product-indicator approach were used for analyses.FindingsResults show that fixed and growth mindsets have a positive impact on buying sustainable foods. In addition, these two mindsets have a significant effect on consumers' health concerns and warm glow. The study demonstrates that health concerns, environmental values and convenience orientation mediate the relationship between growth mindset and sustainable shopping. However, for a fixed mindset, environmental values are not a mediator. Further, peer influence significantly moderates the effect of both mindsets and motivational variables—environmental values, convenience orientation and warm glow—on purchasing sustainable foods. This study emphasises the critical role of peer influence and motivation factors, including health concern, convenience and warm glow, on purchasing sustainable foods.Originality/valueThis research introduces a new framework concerning consumer behaviour, in particular, consumer psychology towards buying sustainable foods.

Why do consumers purchase green clothing? Investigating symbolic meanings beyond social status and the role of consumer mindset

“…In the green clothing context, fashion consciousness, environmentalism, social status and innovativeness are proved to be significant symbolic meanings that consumers want to express to others. The findings of the study are in line with the literature which investigates the impact of mindsets on environmental consumer behavior (Duchi et al , 2020; Rahnama and Leszczyc, 2022; Soliman and Wilson, 2017). The results of moderated mediation analyses prove that consumer mindset is the boundary condition for green clothing's symbolic meanings' indirect impact except for environmentalism symbol on purchase intention.…”

“…In the environmental consumer behavior context, two studies found that consumer mindset about the world's changeability (whether the world is stable vs changeable) might affect their beliefs about the effectiveness of environmental behaviors and intentions to engage in various environmental behaviors such as buying environmentally friendly products (Soliman and Wilson, 2017;Duchi et al, 2020). Besides, only one study investigated the relationship between mindsets about personality and buying sustainable foods (Rahnama and Leszczyc, 2022). The moderating role of mindset in the relationship between symbolic meanings of green products and consumers' attitudes toward green products is an under-researched area.…”

“…What is more, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors, since there is only one study in the context of sustainable foods (which is Rahnama and Leszczyc, 2022). Additionally, the findings contribute to the stream of research that investigates the role of consumer mindsets on product preferences such as attitudes toward the product and purchase intentions (Kwon et al , 2016; Murphy and Dweck, 2016; Park and John, 2010, 2012; Seo et al , 2021).…”

“…Regarding symbolic attributes/meanings of brands, fixed mindsets are reported to have a more positive attitude toward a brand when signaling and symbolic value advertising appeals are used (Kwon et al , 2016; Park and John, 2012). There are a few studies that investigate the role of consumer mindsets on sustainable behaviors such as purchasing green products (for example, Soliman and Wilson, 2017; Duchi et al , 2020; Rahnama and Leszczyc, 2022) and researchers mainly discussed the impact of mindsets in terms of consumers' lay beliefs of the general world order. Therefore, to address the gap, this research shows that the consumer mindset is a significant boundary condition for green clothing's symbolic meanings' impact on consumers' purchase intention of green clothing via their attitude toward it.…”

“…Mindsets shape people's motivations, goals and behaviors (Dweck and Leggett, 1988; Murphy and Dweck, 2016). Although mindset is originated in educational psychology, researchers have been studying the role of mindsets in consumer behavior (Japutra and Song, 2020; Kwon et al , 2016; McManus et al , 2020; Murphy and Dweck, 2016; Park and John, 2010, 2012; Rahnama and Leszczyc, 2022; Rai and Lin, 2019). It is supported that fixed and growth mindset consumers differ in which benefits they seek in particular products and which product information in advertising they are persuaded more because they seek different goals (Kwon et al , 2016; Murphy and Dweck, 2016; Park and John, 2012; Seo et al, 2021).…”