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Cited by 122Organic Food and AgricultureEnvironmental Sustainability in BusinessConsumer Attitudes and Food Labeling

Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia

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Akbar, Ahsan, Ali, Saqib, Ahmad, Muhammad Azeem, Akbar, Minhas, Danish, Muhammad·2019·International Journal of Environmental Research and Public Health
DOI 10.3390/ijerph16204043PMC PMC6844079
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Abstract

Environmental and health problems have increased the interest of researchers and practitioners in investigating the factors that affect organic food consumption. However, little attention has been paid to the actual organic food buying behavior, particularly in developing countries like Pakistan. Therefore, the aim of the present study is to determine the actual buying patterns of consumers. For this purpose, a conceptual model based on green perceived value framework which predicts consumer's purchase intention and purchase behavior has been empirically tested. Likewise, moderating role of food neophobia has also been explored. Data is collected from millennials that are under rated but constitute the most important consumer segment in Pakistan. Structural Equation Modeling (SEM) is employed to analyze the data. Results from 221 university students reveal that functional value, social value, emotional value, and conditional value positively influence the consumer purchase intention. Moreover, purchase intention is positively linked to the consumer purchase behavior of organic food. Furthermore, the study findings also confirm the moderating role of food neophobia between purchase intention and consumption of organic food. This paper depicts some noteworthy insights of consumer behavior for organic food producers, marketers, and researchers. At the end, limitations and recommendations for future research are elaborated.

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  • Items for OFDO service adoption were constructed by Akbar et al. [78] and Yadav and Pathak [106].

    “items for OFDO service adoption were constructed by Akbar et al. [78], and Yadav and Pathak [106].”

    From Consumer Adoption of Online Food Delivery Ordering (OFDO) Services in Pakistan: The Impact of the COVID-19 Pandemic Situation (2021) · cites this paper as Akbar et al. [78]

    The Measurement Scale section (page unavailable) describes questionnaire items used by Akbar et al. for organic-food purchase intention and actual buying behavior, so the paper can serve as a source for those items. It does not describe OFDO service adoption items, and it says the organic-food items were adapted from earlier studies rather than constructed by Akbar et al. (LLM, conf=0.87)

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Authors
Akbar, A., Ali, S., Ahmad, M. A., Akbar, M., & Danish, M.
Affiliations
  • Guangzhou City University of Technology (CN)
  • COMSATS University Islamabad (PK)
  • Department of Management Sciences, Barani Institute of Sciences Sahiwal, Sahiwal 57000, Pakistan
Corresponding author
Ali, Saqib
ORCID
Venue
International Journal of Environmental Research and Public Health
Publisher
MDPI AG
Published
2019-10-22
Volume
16
Issue
20
Pages
4043
ISSN
1660-4601 (ISSN-L)
DOI
10.3390/ijerph16204043
PMC
PMC6844079
OpenAlex
W2982236548
Cited by
122
References
12
Citations by year
2026: 11 · 2025: 10 · 2024: 23 · 2023: 27 · 2022: 29 · 2021: 16 · 2020: 6
FWCI
9.40
Type
journal article
Language
en
Open access
Licence
Locations
  • International Journal of Environmental Research and Public Health (publishedVersion, cc-by)
  • Europe PMC (PubMed Central) (publishedVersion, cc-by)
  • PubMed Central (publishedVersion, cc-by)
  • PubMed (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Funders
South China University of Technology
Topics
  • Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
Keywords
organic food consumption, food neophobia, purchase intention, purchase behavior, green perceived value, functional value, social values, emotional value, conditional value, millennials, university students, Pakistan
MeSH terms
Avoidant Restrictive Food Intake Disorder, Adult, Eating, Female, Food Preferences, Humans, Male, Pakistan, Food, Organic

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