Understanding factors underlying actual consumption of organic food: The moderating effect of future orientation

By Brahim Chekima, Khadidja Chekima, K. Chekima. Food Quality and Preference, 2019

119 citations recorded by the source corpus.

Abstract The majority of past studies focused on investigating the motivational factors to purchase organic food as a proxy to foster organic food consumption. However, the preceding studies’ foci do not embrace the consumption itself where purchasing may come secondary to consumption decisions. Consumption reflects high involvement with the product; and the barriers and motivations are as real as the product itself, which makes it an ideal moment to examine the motivation. The research model was analyzed using the Partial Least Square Structural Equation Modeling technique. Results show that product-specific attitude (PSA), willingness to pay (WTP) and perceived availability (PA) had a significant positive influence on individuals’ organic food consumption (OFC), while environmental attitude (EA) and subjective norms (SN) were not significantly related. The moderating role of future orientation (FO) between PSA, EA, WTP and OFC were examined and found to be significant except for EA. The result suggests that PSA and WTP are stronger and higher respectively when future orientation is high. The research provides a significant insight and better understanding of organic food actual consumption behavior and adds a new momentum to the growing literature. Discussions and implications of these findings are further discussed.

Subfields: Management, Monitoring, Policy and Law, Marketing, Plant Science

View Paper: https://www.semanticscholar.org/paper/8cd57fd05f43d06edf0428a368fa4466d8736ef1

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management, Monitoring, Policy and Law

1. Ann-Catrin Cara Pristl
2. Andreas Mann
3. S. Kilian

In Marketing

1. Ann-Catrin Cara Pristl
2. Andreas Mann
3. S. Kilian

In Plant Science

1. Ann-Catrin Cara Pristl
2. Andreas Mann
3. S. Kilian

Citations in the corpus

• When does a social norm catch the worm? Disentangling social normative influences on sustainable consumption behaviour (2020, methodology): “…& Yadav, 2019; Kim et al., 2012; Loschelder, Siepelmeyer, Fischer, & Rubel, 2019; Minton & Rose, 1997), there are instances that evidence none (Chekima et al., 2019; He & Kua, 2013; Zhou et al., 2013), while others report their ambiguous influence — they affect intentions, but not behaviour…”