Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price

Autor:	Kamran Khan, Sobia Iqbal, Kashif Riaz, Irfan Hameed
Jazyk:	angličtina
Rok vydání:	2022
Předmět:	sustainable food consumption goal-framing theory gain motivations hedonic motivations perceived price Business HF5001-6182 Management. Industrial management HD28-70
Zdroj:	Cogent Business & Management, Vol 9, Iss 1 (2022)
Druh dokumentu:	article
ISSN:	23311975 2331-1975
DOI:	10.1080/23311975.2022.2143015
Popis:	AbstractThe household spending of Pakistani consumers on sustainable food consumption has continued to remain low. Hence, the present study used the goal-framing theory to explore the consumer’s motivational factors that derive sustainable consumption of organic food. Drawing on survey data of 488 respondents, the findings show that gain and hedonic motivations significantly affect purchase intentions; however, normative has an indirect role. In addition, the knowledge and perceived price significantly moderate the motivational factors. The study provides invaluable insights for policymakers and practitioners in identifying the motivational factors, and the means of guiding the right behaviors for sustainable consumption.
Databáze:	Directory of Open Access Journals
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