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PurposeUsing an enhanced version of the theory of reasoned action (TRA), this study investigates the antecedents of organic quinoa-based food buying intention. In addition to attitude toward this behavioral intention, the proposed model examines the influence that ecological welfare, political values, and consumer-perceived corporate social responsibility (CSR) of the point of sale exert on consumer willingness to purchase organic quinoa-based food.Design/methodology/approachStructural equation modeling (SEM) was used to analyze the data collected through an intercept survey conducted at specialized organic stores on a convenience sample of 158 individuals in Italy.FindingsAlthough ecological welfare and a retailer's CSR image positively influence consumer attitude toward buying organic quinoa-based food, political values negatively affect this attitude. Furthermore, consumer attitude is found to be a crucial predictor of behavioral intention.Research implicationsAt the theoretical level, the results are useful for demonstrating that other variables, in addition to those used in the traditional TRA, can further explain consumers' organic food buying intention. Additionally, the findings might be useful for both quinoa producers and retailers in creating and executing their marketing and communication strategies.Originality/valueIn addition to contributing to the stream of literature that investigates possible variables that might increase the predictive power of the TRA, this study sheds some light on organic food purchasing consumer behavior.

Purpose Drawing on signaling theory and adopting a multilevel approach, the purpose of this paper is to investigate how meso-organizational attributes interact with the macro cultural context to affect employees’ behavioral responses to internal corporate social responsibility (CSR) initiatives. This study unpacks the behavioral process through which internal CSR affects employees’ organizational citizenship behavior in an organization that has obtained SA8000 and that operates in an understudied Italian context characterized by high individualism and masculinity. Design/methodology/approach Bootstrapped multi-mediation analysis was used on a sample of 300 employees operating in one of the most important and largest Italian retail stores active in the food industry and involved in socio-environmental responsibility. Findings Results show that when a company obtains an internal CSR quality credential, particularly SA8000, an auditable certification standard that signals that a company goes beyond compliance standards to tailor to the well-being of its employees, it will likely attract like-minded employees that will positively react to internal CSR initiatives even when operating in a highly individualistic and masculine culture such as Italy. Originality/value While prior research has shown that internal CSR initiatives have a lower and, in some cases, an insignificant impact on employees’ behavioral outcomes in cultures characterized by individualism and masculinity, this study shows that the interaction between the cultural setting and company specific attributes can turn this effect to be significant, strong, and positive.

Purpose The purpose of this paper is to explore the understudied antecedents of moral reasoning and cognitive processes that ultimately shape the ethical consumption. The theory of planned behavior (TPB) and the socio-intuitionist model are integrated. Holistic, inferential, and affective dimensions of intuition are identified as critical antecedents of environmental concerns that then influence the ethical consumption. Design/methodology/approach Structural equation modeling is used to analyze intuitive judgments and ethical concerns in 256 US undergraduates. The New Ecological Paradigm (NEP) is used to measure ethical concerns and the ecologically conscious consumer behavior (ECCB) instrument is used to measure ethical consumption. Findings The results indicate that inferential intuition, but not affective intuition, significantly predicts the ethical concerns (NEP), which in turn significantly influence all five dimensions of ethical consumption behavior (ECCB). Practical implications Managers and marketing strategists should focus on non-rational influences such as moral intuition to effectively promote ethical and responsible consumption. Originality/value The TPB and the intuitionist theory are integrated to reveal empirically how intuitive judgments may affect consumer attitudes and to provide new insights regarding the ethical consumption.