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Organic food consumption and contextual factors : An attitude–behavior–context perspective
Sadiq, Mohd Adil, Mohd. Paul, Justin
Sadiq, Mohd
Adil, Mohd.
Paul, Justin
Author
Abstract
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.
Keywords
COVID-19, environmental attitude, health attitude, organic food, perceived health risk
Date
2022
Type
Journal article
Journal
Book
Volume
32
Issue
6
Page Range
3383-3397
Article Number
ACU Department
Collections
Relation URI
DOI
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled
Notes
© 2022 ERP Environment and John Wiley & Sons Ltd.