Organic food adoption motivations for sustainable consumption: moderating role of knowledge and perceived price

被引：4

作者：

Khan, Kamran ^{[1
]}

Iqbal, Sobia ^{[1
]}

Riaz, Kashif ^{[2
]}

Hameed, Irfan ^{[3
]}

机构：

[1] DHA Suffa Univ, Management Sci, Karachi, Pakistan

[2] Shaheed Zulfiqar Ali Bhutto Univ Law, Dept Business Adm, Karachi, Pakistan

[3] Coll Business Management, Inst Business Management, Karachi, Pakistan

来源：

COGENT BUSINESS & MANAGEMENT | 2022年 / 9卷 / 01期

关键词：

sustainable food consumption; goal-framing theory; gain motivations; hedonic motivations; perceived price; PRO-ENVIRONMENTAL BEHAVIOR; PURCHASE INTENTION; CONSUMERS; GREEN; DETERMINANTS; NORMS; HOUSEHOLD; PRODUCTS; EMOTIONS; VALUES;

D O I：

10.1080/23311975.2022.2143015

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The household spending of Pakistani consumers on sustainable food consumption has continued to remain low. Hence, the present study used the goal-framing theory to explore the consumer's motivational factors that derive sustainable consumption of organic food. Drawing on survey data of 488 respondents, the findings show that gain and hedonic motivations significantly affect purchase intentions; however, normative has an indirect role. In addition, the knowledge and perceived price significantly moderate the motivational factors. The study provides invaluable insights for policymakers and practitioners in identifying the motivational factors, and the means of guiding the right behaviors for sustainable consumption.

引用

页数：17

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