The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food

The organic food market is speedily growing in the current era; organizations in this industry, therefore, need to understand consumer motivations, perceptions, attitudes, and behavioral intentions of purchasing organic food. Based on a survey of 268 respondents, we investigated the relationships between individuals’ food safety concerns and health consciousness with their purchase intentions of organic food. The findings of our study reveal that individuals’ health consciousness and food safety concerns are positively related to their intentions of purchasing organic food products through consumer involvement. In addition, consumers’ ecological motive has been found as a boundary condition on the direct and indirect relationships described above such that the associations are stronger at the higher levels of ecological motive.

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The effects of consumer consciousness, food safety concern and healthy lifestyle on attitudes toward eating “green”

British Food Journal ◽

10.1108/bfj-01-2021-0005 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Booi Chen Tan ◽

Teck Chai Lau ◽

Abdullah Sarwar ◽

Nasreen Khan

Keyword(s):

Food Safety ◽

Healthy Lifestyle ◽

Safety Concern ◽

Content Type ◽

Mediating Role ◽

Health Consciousness ◽

Sales And Marketing ◽

Health Related ◽

Relationship Of

PurposeThe purpose of this study is to propose a research framework to examine the effects of consumer consciousness, food safety concern and healthy lifestyle on the attitudes toward eating “green” simultaneously in a single study. Besides, the mediating role of healthy lifestyle in forming a positive attitude toward eating “green” is also examined in this study.Design/methodology/approachA questionnaire-based approach was applied in this study. The unit of analysis was individual consumer (aged 18 years and above) who lived in Klang Valley, Malaysia. PLS-SEM was used to test the structural relationship of the constructs in the model based on the 300 useable data collected.FindingsThe results indicated that health consciousness, food safety concern and healthy lifestyle have a significant effect on attitudes toward eating “green”, whereas environmental and price consciousness did not have such effect. A healthy lifestyle also mediates the relationship between health consciousness and attitude toward eating “green”. An individual’s healthy lifestyle that focused on physical health-related activities will increase the effect of consumer health consciousness on their attitudes toward eating “green”.Practical implicationsThe outcome of this study provided deeper insights for firms to assess the feasibility of entering or expanding their operations in the green market with more enduring and effective sales and marketing strategies.Originality/valueConsumers’ acceptance of or resistance toward organic food had become the centre of the research focus by the academician and the industrial practitioners over the years, despite the inconsistencies of the results obtained to predict such behavior. In this study, besides examining the direct effect of the proposed variables on the attitudes toward eating “green”, the mediating role of a healthy lifestyle in forming such attitudes was also examined.

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Feeling guilty and willingness to buy organic food: the moderating role of motherhood

Baltic Journal of Management ◽

10.1108/bjm-12-2020-0465 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Faruk Anıl Konuk

Keyword(s):

Food Safety ◽

Structural Equation ◽

Environmental Concern ◽

Safety Concern ◽

Organic Food ◽

Equation Modeling ◽

Content Type ◽

Willingness To Buy ◽

The Impact

PurposeThe main purpose of the study is to examine the moderating influence of motherhood on the linkage between feeling guilty and willingness to buy organic food.Design/methodology/approachThe data were collected using a questionnaire from female consumers and analyzed with structural equation modeling.FindingsThe structural equation model results revealed that food safety concern and environmental concern influence feeling guilty about buying conventional food products. The empirical findings also supported the positive effect of feeling guilty on willingness to buy organic food. Additionally, for mother consumers, the impact of food safety concern and environmental concern on feeling guilty was greater than non-mother consumers. Similarly, moderator analyses revealed that the influence of feeling guilty on willingness to buy organic food is significantly higher for mothers.Originality/valueReferring to the attitude-behavior-context (ABC) theory, the current research aimed at filling the knowledge void by examining how motherhood moderates the relationship between feeling guilty and willingness to buy organic food. Hence, understanding the moderation role of motherhood provides newer insights into consumer behavior and marketing literature. The results of the research can help both organic food producers and retailers to develop successful marketing strategies.

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Role of consumer health consciousness, food safety & attitude on organic food purchase in emerging market: A serial mediation model

Journal of Retailing and Consumer Services ◽

10.1016/j.jretconser.2020.102423 ◽

2020 ◽

pp. 102423

Author(s):

Samala Nagaraj

Keyword(s):

Food Safety ◽

Emerging Market ◽

Organic Food ◽

Consumer Health ◽

Mediation Model ◽

Food Purchase ◽

Health Consciousness ◽

Serial Mediation ◽

Safety Attitude

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An analysis of purchase intentions toward organic food on health consciousness and food safety with/under structural equation modeling

British Food Journal ◽

10.1108/bfj-11-2014-0376 ◽

2016 ◽

Vol 118 (1) ◽

pp. 200-216 ◽

Cited By ~ 53

Author(s):

Shu-Yen Hsu ◽

Chiao-Chen Chang ◽

Tyrone T. Lin

Keyword(s):

Food Safety ◽

Structural Equation ◽

Safety Concern ◽

Organic Food ◽

Purchase Intentions ◽

Equation Modeling ◽

Content Type ◽

Subjective Knowledge ◽

Health Consciousness ◽

Positive Effect

Purpose – The purpose of this paper is to investigate the influences of natural content, food safety concern, health consciousness, and subjective knowledge on attitudes towards organic food and purchase intentions. Design/methodology/approach – Samples are collected in Taiwan from April to May 2014 with a total of 252 returned effective questionnaires. The data are analyzed by structural equation modeling. Findings – The results show that food safety concern and subjective knowledge have a significantly positive impact on attitudes towards organic food and purchase intentions, and natural content has a significantly positive effect on attitudes towards organic food. Moreover, it also shows that health consciousness and attitudes towards organic food have a significantly positive effect on purchase intentions. This study has found that subjective knowledge of organic food, health consciousness, and food safety concern are important factors impacting organic food purchase intentions. Practical implications – This study provides organic industry to understand the consumer’s demand from the consumers’ perspective and as a basis for the future development of organic food. Originality/value – The study results will provide a reference for the agricultural department of the government and the organic food promotion and education of organic food producers.

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Unraveling the mechanism to develop health consciousness from organic food: a cross-comparison of Brazilian and Spanish millennials

British Food Journal ◽

10.1108/bfj-10-2020-0952 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Arnold Japutra ◽

Murilo Vidal-Branco ◽

Elena Higueras-Castillo ◽

Sebastian Molinillo

Keyword(s):

Food Safety ◽

Willingness To Pay ◽

Food Consumption ◽

Safety Concern ◽

Organic Food ◽

Content Type ◽

Health Consciousness ◽

Affective Stimuli ◽

Organic Food Consumption ◽

The Impact

PurposeThe aim of this study is to analyze the drivers of health consciousness related to millennials’ organic food consumption and the impact of health consciousness on millennials’ willingness to pay premium through a cross-cultural study.Design/methodology/approachA comparative analysis was conducted in two countries (Brazil vs Spain). Based on the stimuli-organism-response framework, the authors present a conceptual model to investigate the relationship between cognitive and affective stimuli (i.e. natural content, value for money, sensorial appeal, price fairness, trend, emotional appeal and food safety concern) and customers’ health consciousness with the mediating effect of food safety concern and their impact on the customers’ response (i.e. willingness to pay premium). A survey and a structural equation approach are applied.FindingsThe results show that cognitive and affective stimuli and food safety concern improve millennials’ health consciousness and, consequently, their willingness to pay a premium price for organic food. The results present a high validity correlation of constructs with significant differences between the two countries.Originality/valueThe originality of this study lies in the comparison of drivers of health consciousness and their impact on organic food consumption among millennials from two countries (developed vs developing). This work contributes to the study of organic food consumption with an analysis of the impact of seven drivers on health consciousness and its relationship with willingness to pay premium in a cross-comparison of Brazilian and Spanish millennials.

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Food Consumption Behavior of Pakistani Students Living in China: The Role of Food Safety and Health Consciousness in the Wake of Coronavirus Disease 2019 Pandemic

Frontiers in Psychology ◽

10.3389/fpsyg.2021.673771 ◽

2021 ◽

Vol 12 ◽

Author(s):

Muhammad Khayyam ◽

Shuai Chuanmin ◽

Haroon Qasim ◽

Muhammad Ihtisham ◽

Raheel Anjum ◽

...

Keyword(s):

International Students ◽

Food Safety ◽

Behavioral Intention ◽

Behavioral Intentions ◽

Local Food ◽

Partial Least Square ◽

Equation Modeling ◽

Health Consciousness ◽

Safety And Health

The emergence of coronavirus disease 2019 (COVID-19) has considerably changed global food production, processing, and consumption at different levels. Sojourners are among those who have experienced a higher level of food insecurity during the crisis of the COVID-19 outbreak. The current research aimed to investigate the immediate consumption behavioral intentions of the Pakistani international students in the People's Republic of China (PRC) during the wake of COVID-19 pandemic. This study applied the Theory of Planned Behavior (TPB) and background factors of food safety and health consciousness that influence the consumption behavioral intention of Pakistani students toward unfamiliar local food in China. A relational model was analyzed where food safety and health consciousness were hypothesized to serve as background variables associated with TPB components. Moreover, the indirect effects of food safety and health consciousness on behavioral intentions were assessed. The data were collected through convenience samples from 462 Pakistani international students and were analyzed through partial least square structural equation modeling (PLS-SEM). The results confirmed that food safety and health consciousness were positively associated with attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC). However, food safety and health consciousness were indirectly associated with the behavioral intention only through ATT and SN. The results highlighted the role of food safety and health consciousness as important antecedents of classical TPB components that affect intentions and behaviors to avoid unfamiliar local food in a migrated context. The present study provides enlightenment to those who aim to investigate the consumption behavioral intentions of sojourners in the wake of the pandemic situation based on food safety and health consciousness. The findings of the current study are also applicable to general consumption patterns in the food sector.

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Sustainable Development: Factors Influencing Public Intention towards Vertical Farming in China and Moderating Role of Awareness

10.31235/osf.io/ws7ay ◽

2021 ◽

Author(s):

Abdul Shakoor Abbasi ◽

Syed Muhammad Aamir

Keyword(s):

Food Safety ◽

Structural Equation ◽

Environmental Concern ◽

Safety Concern ◽

Sampling Technique ◽

Successful Implementation ◽

Vertical Farming ◽

Factors Influencing ◽

Moderating Role

Vertical farming brings an innovation in agriculture sector by improving production of food in optimized space within controlled environment without wastage of natural resources by using an automated technological system. It acquiring prominence around the world however incapable to accomplish goals, reason was lack of awareness, lack of public intention and participation towards vertical farming. This study filled the gap in prior literature and adding more creativity to influence public intention. The research used TPB to investigate the factors influencing public intention toward vertical farming and a moderating role of awareness. Data collected from Chinese consumers by convenience sampling technique, total 335 responses obtained and analyzed by using Structural Equation Model. The result of the study demonstrated that food safety and environmental concern are the best predictors of public intention towards vertical farming. Further awareness significantly strengthened the relationship between food safety concern and public intention. In the conclusion, study proposed appropriate recommendations to local government, stakeholders, urban planners, and food companies for the best practices to facilitate the successful implementation of vertical farming as sustainable for environment and health, which is also profitable business as public intention concurs.

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Mediating Role of Organic Labeling Awareness and Food Safety Attitudes in the Correlation Between Green Product Awareness and Purchase Intentions

SAGE Open ◽

10.1177/21582440211061565 ◽

2021 ◽

Vol 11 (4) ◽

pp. 215824402110615

Author(s):

Wong Ming Wong ◽

Shian-Yang Tzeng

Keyword(s):

Food Safety ◽

Structural Equation ◽

Organic Food ◽

Purchase Intentions ◽

Equation Modeling ◽

Green Product ◽

Safety Attitudes ◽

Mediating Role ◽

Food Purchase

Improving consumer trust is critical for enhancing purchase intentions. This study assessed the effect of organic labeling awareness and food safety attitudes as mediating variables on the relation between green product awareness and organic food purchase intentions among consumers. The research sample comprised 404 respondents from Shantou, Shenzhen, and Guangzhou, China, collected by systematic random sampling. Structural equation modeling was used to analyze research data. First, green product awareness did not influence organic food purchase intentions. Second, organic labeling awareness and food safety attitudes mediated the relationship between green product awareness and organic food purchase intentions. The findings indicate that organic labeling awareness and food safety attitudes directly influenced consumers’ organic food purchase intentions while they were aware of green products.

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Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge

Sustainability ◽

10.3390/su11010209 ◽

2019 ◽

Vol 11 (1) ◽

pp. 209 ◽

Cited By ~ 23

Author(s):

Xuhui Wang ◽

Frida Pacho ◽

Jia Liu ◽

Redempta Kajungiro

Keyword(s):

Purchase Intention ◽

Organic Food ◽

Equation Modeling ◽

Personal Attitude ◽

Food Purchase ◽

Health Consciousness ◽

Consumer Purchase Intention ◽

The Relationship ◽

Moderating Role

The current study focuses on understanding the factors (subjective norms (SNs), personal attitude, and perceived behaviour control (PBC)) that influence consumer purchase intention regarding organic food from the theory of planned behaviour and health consciousness as an additional factor in Tanzania and Kenya. It further explains the role of knowledge as a moderating variable in organic food purchase intention. A total of 331 responses from Tanzania and 350 responses from Kenya were obtained. Confirmatory factor analysis was applied for validation, and results were analysed using structural equation modeling. SNs, personal attitudes, and health consciousness were found to be significant predictors of organic purchase intention in both countries. Furthermore, findings show that knowledge positively moderates the relationship among SNs, personal attitude, health consciousness, and organic food purchase intention. However, PBC was found to be a weak influencer on consumer purchase intention in Kenya, and no knowledge interaction between PBC and consumer purchase intention in Tanzania was found. The current study theoretically contributes to the literature by introducing the moderating role of knowledge in the relationship. The results show that knowledge interaction increases the effects of the majority of predictors after being introduced in the relationship. Finally, this study provides an understanding of consumers’ perspective regarding their intention to purchase organic foods, which will help stakeholders, such as marketers, retailers, and producers, to achieve marketing strategies for the development of these products.

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