Impact of consumption values on consumers’ purchase of organic food and green environmental concerns

What is it about?

This study examines the impact of consumption values on consumers’ purchase of organic food and green environmental concerns. Additionally, the relationships between green environmental concerns and consumers’ purchase of organic food are investigated. The CB-SEM technique reveals that of the 11 hypotheses tested, social value heavily influences consumers’ green environmental concerns. Moreover, consumers’ purchase of organic food is greatly impacted by conditional value. Consumers purchase organic food for their daily needs because they feel responsible for preserving and protecting the environment against global warming and its associated threats. This green purchasing behavior actually leads to better social approval, through its ability to impress others. The inclusion of consumption values strengthens the explanatory power of the proposed model in the context of Pakistani consumers’ purchase of organic food and green environmental concerns simultaneously. This study therefore adds new and substantial insights into the marketing theory.

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