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
AuthorsSadiq, Mohd, Adil, Mohd. and Paul, Justin
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.

Keywordsconsumer pessimism; dispositional traits; environmental concern; organic food consumption; social influence
Year01 Jan 2021
JournalBusiness Strategy and the Environment
Journal citation30 (7), pp. 2937-2950
PublisherJohn Wiley and Sons Ltd (UK)
ISSN0964-4733
Digital Object Identifier (DOI)https://doi.org/10.1002/bse.2780
Web address (URL)https://onlinelibrary.wiley.com/doi/10.1002/bse.2780
Open accessPublished as non-open access
Research or scholarlyResearch
Page range2937-2950
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Print26 Mar 2021
Publication process dates
Accepted11 Mar 2021
Deposited27 Nov 2024
Additional information

© 2021 ERP Environment and John Wiley & Sons Ltd.

Place of publicationUnited Kingdom
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https://acuresearchbank.acu.edu.au/item/9118y/does-social-influence-turn-pessimistic-consumers-green

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