Munich Personal RePEc Archive

Consumer Buying Behavior of Organic Food with Respect to Health and Safety Concerns among Adolescents

Raza, Syed Ali and Shah, Nida and Nisar, Wasay (2019): Consumer Buying Behavior of Organic Food with Respect to Health and Safety Concerns among Adolescents.

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Abstract

In the recent era, environmental protection has gained popularity and a paradigm shift has been observed in the consumer’s dietary choices. The consumer start preferring organic foods, as they are considered as healthier and eco-friendly. The organic food consumption is widely increased in the developed countries but its adoption is still low in the developing country like Pakistan. Therefore, the purpose of this study is to examine the factors that affect the adolescent’s intention to purchase organic foods in the context of Pakistan. For the purpose of the study, the data have been collected from 350 respondents and Partial Least Square Structural Equation Modeling (PLS-SEM) has been used for the analysis. The result shows that the variables ecological welfare, nutritional content, sensory appeal has a significant relationship with utilitarian and hedonic attitude. Whereas, natural content has a significant relationship with utilitarian attitude but has an insignificant relationship with hedonic attitude. On the contrary, price has a significant relationship with hedonic attitude but has an insignificant relationship with utilitarian attitude. Moreover, both the attitude (utilitarian and hedonic) has a significant relationship with consumer intention to buy organic foods. From the results, several implications can be derived for the marketers, policymakers, and the organic food retailers.

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