The role of environmental concern in purchasing decision on organic food and the link to greenwashing

Leblebici Kocer, Leyla; Senturk Ulucak, Zubeyde; Delice Akca, Tugba

doi:10.1007/s10668-023-04150-8

Environ Dev Sustain

2023

DOI: 10.1007/s10668-023-04150-8

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The role of environmental concern in purchasing decision on organic food and the link to greenwashing

Leyla Leblebici Kocer,

Zubeyde Senturk Ulucak,

Tugba Delice Akca

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2024

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Cited by 4 publications

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The organic mindset: decoding the drivers of young Indian consumer’s purchase intentions

Thakur,

Prakash,

2024

BFJ

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PurposeThe purpose of the present study is to explore the factors affecting young consumers’ purchase intention towards organic food products (OFPs) and gain a comprehensive understanding of the various factors that influence how consumers perceive and respond to organic food. Therefore, this study frames and validates the measurement scale to examine the factors that may impact purchase intention among young consumers in India.Design/methodology/approachIn order to frame and validate the measurement scale for this investigation, sophisticated statistical procedures such as exploratory factor analysis, confirmatory factor analysis and other statistical measures utilizing SPSS v.26 and AMOS v.24 were used. This study utilized 307 samples to investigate.FindingsThe main findings of the study show that Indian consumers' intent to buy organic food items is strongly associated with factors such as “warm glow”, “cultural values”, “environmental cognition”, “natural experience”, “food safety concern”, “self-identity” and “environmental ethics”. These factors explained 69.14% of the overall variance in research variables.Practical implicationsThe present offers a novel measurement mechanism for exploring the green consumer behaviour. By applying it in real-world settings, marketers will gain insights and develop more effective, targeted strategies to promote OFPs among young Indian consumers.Originality/valueThe study brings together a diverse set of antecedents that have not been collectively analysed in the context of consumer purchase intention for OFPs. The emphasis on environmental ethics, green self-identity and related constructs aligns with the growing global emphasis on sustainability.

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The organic mindset: decoding the drivers of young Indian consumer’s purchase intentions

Thakur,

Prakash,

2024

BFJ

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How pro-environmental consumption behaviour affects subjective wellbeing: the role of self-enhancement, ways of shopping and locavorism

de Matos,

Dalmoro,

Dutra de Barcellos

2024

BFJ

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PurposeBased on the value-attitude-behaviour (VAB) framework, the current research aimed to investigate the influence of organic food consumption, as a type of pro-environmental behaviour (PEB), on consumer subjective wellbeing, by considering (1) attitudes, environmental and health values as antecedents; (2) self-expression process (self-enhancement) and cognitive process (ways of shopping) as two competing mediation routes and (3) locavorism as a moderator.Design/methodology/approachThe proposed model was tested using data from a survey of 576 organic food consumers and the partial least squares (PLS) structural equation modelling.FindingsOur main findings confirmed a positive influence of the antecedents on consumption behaviour and suggested a stronger mediation effect of ways of shopping in the consumption behaviour–wellbeing link, giving support to the cognitive route. In addition, locavorism was a significant moderator for the cognitive route.Practical implicationsPromoting organic food can be based on cognitive persuasion by emphasizing objective benefits, such as nutritional facts, over emotional appeals. Moreover, marketing strategies can also increase organic food consumption by highlighting local sourcing, which resonates with locavore consumers.Originality/valueThrough a moderated-mediation approach, we demonstrate that the cognitive mediation route is contingent on the consumer locavorism, with an attenuation effect suggesting a critical role of locavorism and presenting novel insights for the link between pro-environmental behaviours and consumer subjective wellbeing.

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Disadvantages of the food beauty premium: new marketing communication for organic food

Kato,

Yoshimura,

Shinozaki

et al. 2024

JCM

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Purpose Despite growing knowledge about its benefits, the organic food market’s expansion has been limited. A problem with ethical consumption is the attitude–behavior gap. The simplest reason for this gap is that in survey settings, social desirability bias elicits positive attitudes; whereas in real settings, the ambiguity of direct benefits leads to negative behavior. By clinging to the excessive values of a beauty premium, consumers abandon essential health in favor of apparent health, increasing product prices and contributing to environmental degradation. Using organic food, this study aims to eliminate this gap in the consumption of organic foods. Design/methodology/approach This study uses a randomized controlled trial – the gold standard for estimating the causal effects of treatments – with 1,500 individuals aged 20–70 years in Japan. The authors consider appealing aspects other than product characteristics, such as health and environmental considerations, and focus on the negative effects of beauty premiums. Findings The above marketing communication significantly increased purchase intention. This effect was more pronounced among younger people, men, those with higher incomes and those who cook less frequently as compared to their counterparts. Health and environmental considerations had no effect on purchase intentions. Originality/value This study incorporated consumer values regarding health and environmental benefits in new marketing communications to address the “beauty premium” and resolve the conventional attitude–behavior gap concerning organic foods.

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The role of environmental concern in purchasing decision on organic food and the link to greenwashing

Cited by 4 publications

References 93 publications

The organic mindset: decoding the drivers of young Indian consumer’s purchase intentions

The organic mindset: decoding the drivers of young Indian consumer’s purchase intentions

How pro-environmental consumption behaviour affects subjective wellbeing: the role of self-enhancement, ways of shopping and locavorism

Disadvantages of the food beauty premium: new marketing communication for organic food

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