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Does social influence turn pessimistic consumers green?
Sadiq, Mohd Adil, Mohd. Paul, Justin
Sadiq, Mohd
Adil, Mohd.
Paul, Justin
Author
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
Date
2021
Type
Journal article
Journal
Book
Volume
30
Issue
7
Page Range
2937-2950
Article Number
ACU Department
Collections
Relation URI
DOI
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled
Notes
© 2021 ERP Environment and John Wiley & Sons Ltd.