How health consciousness and social consciousness affect young consumers purchase intention towards organic foods

Abstract

PurposeThis current research investigates antecedents affecting young consumers' purchasing intention of organic foods in a developing nation’s (Pakistan) context utilizing Theory of Planned Behavior. For this purpose, theoretical framework comprising characteristics of a product, concerns of consumers and consciousness were proposed.Design/methodology/approachResponses were collected from a sample comprising 418 young consumers through the convenience sampling technique. The data has been evaluated through Structural Equation Modeling.FindingsFindings demonstrate that characteristics of products and concerns of consumers significantly affect young consumer's health and social consciousness. However, such health and social consciousness were found to have an insignificant effect on young consumers' attitudes. Moreover, findings also show that attitude is positively linked with young consumers' purchase frequency towards organic foods. Outcomes also approve moderation of environmental awareness between attitude and organic food purchasing intention.Practical implicationsThe present study offers numerous implications for marketers, policymakers and socio-ecological organizations regarding development of intervention strategies to promote the purchase of organic foods. The study provides implications regarding making organic foods more accessible to all consumers in order to increase organic food consumption in developing countries.Originality/valueAlthough young consumers are aware of organic food products, their knowledge about the concept is limited. Therefore, this study provides an understanding of consumer's perspective regarding their purchase intention of organic foods, which will help marketers, researchers and food producers to achieve marketing strategies for the development of these products.

Consumer Intention to Utilize an E-Commerce Platform for Imperfect Vegetables Based on Health-Consciousness

“…Healthiness has become an important factor influencing people’s attitudes toward food consumption [ 36 ]. The degree to which individuals prefer to undertake, and are active in managing healthy behaviors, is referred to as health-consciousness [ 16 ].…”

“…A previous study showed that the number of overweight adolescents (young adults) has increased, leading to physical health problems [ 36 ]. They were influenced to indulge by several factors, one of which was from parents, as they have less time to prepare nutritious meals [ 37 ].…”

Purchase intention of organic foods from the perspective of consumers

“…The attitude of choosing and buying organic foods is guided by the health benefits that this type of food can bring with emphasis on its superior quality compared to industrialized products (Bian and Forsythe, 2012;Farias et al, 2019). In this sense, public health campaigns MEQ 34,5 are currently being developed to promote the benefits of a healthy diet and to encourage individuals (consumers) to have favorable attitudes to make healthy nutritional and dietary decisions (Su et al, 2022;Plows et al, 2017).…”

Examining the role of cause-related marketing in influencing the purchase intention of Indian customers in the FMCG sector: the role of attitude and cause involvement

“…In addition, in consumer psychology research, attitude has been regarded for a long time as the most influential factor in influencing the behavioral intention and actual behavior. It could disclose customers' psychological evaluations of a product (Su et al, 2022). In addition, research indicates that, in terms of CaRM, corporate philanthropy influences customers' actual and prospective favorable attitudes toward businesses, which, in turn, influences their loyalty to those businesses' products and services and subsequent actions (Yen and Yang, 2018).…”