Does social influence turn pessimistic consumers green?
Journal article
Sadiq, Mohd, Adil, Mohd. and Paul, Justin. (2021). Does social influence turn pessimistic consumers green? Business Strategy and the Environment. 30(7), pp. 2937-2950. https://doi.org/10.1002/bse.2780
Authors | Sadiq, Mohd, Adil, Mohd. and Paul, Justin |
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Abstract | The current research investigates the role of social influence on pessimistic consumers' approach toward organic food consumption using the self-focused regulations theoretical framework. It also examines the mediating and moderating role of environmental concern and social influence on the proposed relationships, respectively. An e-survey was conducted on 300 Indian consumers. The findings reveal that pessimistic consumers do not typically consume organic food. However, they have a strong concern for the environment, which, in turn, is likely to change them into optimistic consumers who begin to consume organic foods. Further, social influence significantly motivates pessimistic consumers to adopt organic foods and reduces the concern-behavior gap. The study provides significant implications for organic food marketers and retailers. |
Keywords | consumer pessimism; dispositional traits; environmental concern; organic food consumption; social influence |
Year | 01 Jan 2021 |
Journal | Business Strategy and the Environment |
Journal citation | 30 (7), pp. 2937-2950 |
Publisher | John Wiley and Sons Ltd (UK) |
ISSN | 0964-4733 |
Digital Object Identifier (DOI) | https://doi.org/10.1002/bse.2780 |
Web address (URL) | https://onlinelibrary.wiley.com/doi/10.1002/bse.2780 |
Open access | Published as non-open access |
Research or scholarly | Research |
Page range | 2937-2950 |
Publisher's version | License All rights reserved File Access Level Controlled |
Output status | Published |
Publication dates | |
26 Mar 2021 | |
Publication process dates | |
Accepted | 11 Mar 2021 |
Deposited | 27 Nov 2024 |
Additional information | © 2021 ERP Environment and John Wiley & Sons Ltd. |
Place of publication | United Kingdom |
https://acuresearchbank.acu.edu.au/item/9118y/does-social-influence-turn-pessimistic-consumers-green
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