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

Brahim Chekima and Khadidja Chekima and Khalifa Chekima (2019) Understanding factors underlying actual consumption of organic food: The moderating effect of future orientation. Food Quality and Preference, 74. pp. 49-58. ISSN 0950-3293

	Text Understanding factors underlying actual consumption of organic food_ The moderating effect of future orientation.pdf Restricted to Registered users only Download (384kB) \| Request a copy
	Text Understanding factors underlying actual consumption of organic food_ The moderating effect of future orientation _ABSTRACT.pdf Download (61kB)

URL: https://www.sciencedirect.com/science/article/abs/...

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.

Item Type:	Article
Keyword:	Green gap , Organic food consumption , Product-specific attitude , Environmental attitude , Subjective norms , Willingness to pay , Perceived availability , Future orientation
Subjects:	T Technology > TX Home economics > TX1-1110 Home economics > TX341-641 Nutrition. Foods and food supply
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SAFRUDIN BIN DARUN -
Date Deposited:	26 Aug 2022 10:54
Last Modified:	26 Aug 2022 10:54
URI:	https://eprints.ums.edu.my/id/eprint/33987

Actions (login required)

View Item