The Predictors and Consequences of Personal Norms in Context of Organic Food Among Pakistani Consumers

Abstract

Purpose: The primary aim of this research is to identify the influence of environmental belief (awareness of consequences, injunctive social norms, environmental concern, environmental self-identity and aspiration of responsibility) on personal norms and subsequent effect on organic food purchase intentions with mediation outcome of personal norms and moderating role of willingness to pay.

Design/methodology/approach: The data was collected from individual Pakistani consumers with 430 effective questionnaires. Further the responses were analysed through SPSS, V-22, smart PLS-3.

Findings: The results showed that awareness of consequences, injunctive social norms, environmental concern, environmental self-identity and aspiration of responsibility showed significant influence to personal norms towards organic food. Subsequently, personal norms had a significant effect on consumer purchase intentions. Furthermore, organic food willingness to pay proved to be significant and positive moderator between personal norms and organic food purchase intentions.

Research implications: This study provides organic food marketers to understand the consumer’s demand from the consumers’ moral perspective and suggests the basis for the future development of organic food.

Originality/value: The study implications suggest the need for policy makers to educate and positively promote organically produced foods to consumers through messages based on morality.