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

Journal article

Sadiq, Mohd, Adil, Mohd. and Paul, Justin. (2022). Organic food consumption and contextual factors : An attitude–behavior–context perspective. Business Strategy and the Environment. 32(6), pp. 3383-3397.
AuthorsSadiq, Mohd, Adil, Mohd. and Paul, Justin

This study is grounded within the theoretical framework of attitude–behavior–context. The study examines how perceived health risk shapes both health and environmental attitudes, leading to organic food consumption. Further, we also assess the role of perceived effectiveness and green trust in moderating the proposed relationships. The data were collected from 461 consumers through Amazon Mechanical Turk platform. Our findings indicate that consumers' perception of health risk plays a significant role in developing positive environmental and health attitudes. Consequently, this leads consumers to adopt organic food. Further, this study confirms that there is an attitude–behavior gap, as both environmental and health attitudes seem to have a weak Cohen f2 effect on organic food consumption. Though perceived effectiveness moderates the relationship of organic food consumption with perceived health risk and attitude, green trust does not bridge the attitude–behavior gap. This study may help organic food marketers, policy-makers, and retailers bridge the consumers' attitude–behavior gap.

KeywordsCOVID-19; environmental attitude; health attitude; organic food; perceived health risk
Year01 Jan 2022
JournalBusiness Strategy and the Environment
Journal citation32 (6), pp. 3383-3397
PublisherJohn Wiley and Sons Ltd (UK)
Digital Object Identifier (DOI)
Web address (URL)
Open accessPublished as non-open access
Research or scholarlyResearch
Page range3383-3397
Publisher's version
All rights reserved
File Access Level
Output statusPublished
Publication dates
Online18 Nov 2022
Publication process dates
Accepted04 Nov 2022
Deposited02 Jul 2024
Additional information

© 2022 ERP Environment and John Wiley & Sons Ltd.

Place of publicationUnited Kingdom
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