Feeling guilty and willingness to buy organic food: the moderating role of motherhood

Purpose The main purpose of the study is to examine the moderating influence of motherhood on the linkage between feeling guilty and willingness to buy organic food. Design/methodology/approach The data were collected using a questionnaire from female consumers and analyzed with structural equation modeling. Findings The structural equation model results revealed that food safety concern and environmental concern influence feeling guilty about buying conventional food products. The empirical findings also supported the positive effect of feeling guilty on willingness to buy organic food. Additionally, for mother consumers, the impact of food safety concern and environmental concern on feeling guilty was greater than non-mother consumers. Similarly, moderator analyses revealed that the influence of feeling guilty on willingness to buy organic food is significantly higher for mothers. Originality/value Referring to the attitude-behavior-context (ABC) theory, the current research aimed at filling the knowledge void by examining how motherhood moderates the relationship between feeling guilty and willingness to buy organic food. Hence, understanding the moderation role of motherhood provides newer insights into consumer behavior and marketing literature. The results of the research can help both organic food producers and retailers to develop successful marketing strategies.