Managing subjective well‐being of organic food consumers through sustainability orientation, environmental consciousness, and skepticism in Thailand: Mediating role of organic food consumption

Abstract

Subjective well-being of consumers is turned out to be a modern and the most important issue for green marketers.World's food policy which is mostly revolving around consumption of organic food is also making well-being a center piece of all its discussions. This study has contributed by checking the impact of consumer sustainability orientation (CSO), skepticism and environmentally conscious purchase behavior (ECPB) on subjective well-being of consumers in mediating role of organic food consumption. A quantitative methodology was adopted in which questionnaires were filled by 314 respondents of Thailand. Survey results have revealed that CSO, skepticism and ECPB have a significant impact on subjective well-being of consumer and organic food consumption is also significantly mediating these relationships. No previous study has checked the mediating role of organic food consumption in Thailand's and respective variables' setting. This study can be beneficial for organic food industry as it can generate potential benefits for consumers. K E Y W O R D Sconsumer sustainability orientation, environmental consciousness, food policy, organic food consumption, skepticism, subjective well-being | 93 SIRIATTAKUL eT AL.

Organic food consumption and contextual factors: An attitude–behavior–context perspective

“…Consequently, low awareness among consumers limits their ability to differentiate between organic and non‐organic food (Tandon et al, 2020b), leading to skepticism towards them (Sadiq et al, 2021a). As a result, prior studies (Hwang, 2016; Siriattakul et al, 2019) have demonstrated that consumers are often skeptical about adopting organic foods. It is, therefore, trust that reduces consumers' skepticism and influences their attitudes and behaviors toward organic food (Tandon et al, 2020a).…”

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

“…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:…”