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The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention to Consume Organic Food

Author

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  • Haroon Qasim

    (School of Economics and Management, China University of Geosciences (Wuhan), Wuhan 430074, China)

  • Liang Yan

    (School of Economics and Management, China University of Geosciences (Wuhan), Wuhan 430074, China)

  • Rui Guo

    (School of Economics and Management, China University of Geosciences (Wuhan), Wuhan 430074, China)

  • Amer Saeed

    (School of Business and Economics, University of Management and Technology, Lahore 54770, Pakistan)

  • Badar Nadeem Ashraf

    (School of Economics and Management, China University of Geosciences (Wuhan), Wuhan 430074, China
    School of Economics and Management, East China Jiao Tong University, Nanchang 330013, China)

Abstract

Consumption values and self-identity are the essential antecedents of consumer sustainable behavior. By integrating the theory of consumption values and self-identity approach, this research explores the relationship among consumption values (functional, social, conditional, epistemic and emotional), environmental self-identity and the behavioral intention to consume organic food. The data was collected from 406 organic food consumers through a structured questionnaire in Lahore (Pakistan). Using the PLS-SEM approach, we find that conditional value, emotional value, epistemic value, and functional value quality have a significant positive influence on consumers’ behavioral intention to consume organic food. We further find that environmental self-identity significantly mediates the structural relationship between consumption values and the behavioral intention to consume organic food. Our results imply that the interventions targeting environmental self-identity are a promising way to promote sustainable consumption behavior. Our findings also have important implications for the development of the organic food market based on consumption values and self-identities.

Suggested Citation

  • Haroon Qasim & Liang Yan & Rui Guo & Amer Saeed & Badar Nadeem Ashraf, 2019. "The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention to Consume Organic Food," IJERPH, MDPI, vol. 16(7), pages 1-22, March.
    • Handle: RePEc:gam:jijerp:v:16:y:2019:i:7:p:1106-:d:217770
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    3. Yu-Shan Chen & Tai-Wei Chang & Hung-Xin Li & Ying-Rong Chen, 2020. "The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude," IJERPH, MDPI, vol. 17(11), pages 1-17, June.
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    5. Goh, Choon Fu & Long, Chiau Ming & Humaira Fedelis, Nur Aisyah & Hamdan, Halimaton & Chuah, Soo Cheng & Yeo, Sook Fern & Tan, Cheng Ling & Wong, Tin Wui, 2023. "Critical insights of nano-based pharmaceutical, cosmeceutical and nutraceutical products: Empirical evidence from the consumption values perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Yingxiu Hong & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2024. "Sustainable consumption practices among Chinese youth," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    7. Dominika Jakubowska & Małgorzata Grzywińska-Rąpca & Mariola Grzybowska-Brzezińska, 2024. "Why Do Consumers Buy Organic? Exploring Motivations and Socio-Economic Patterns," Agriculture, MDPI, vol. 15(1), pages 1-20, December.
    8. Wenhao Song & Jie Deng & Fangfang Zhang & Xuerong Peng & Xiangdong Jin, 2024. "Activating employee pro-environmental behavior in the workplace: the effects of environmental self-identity and behavioral integrity," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(8), pages 1-27, August.
    9. Chakraborty, Debarun & Paul, Justin, 2023. "Healthcare apps’ purchase intention: A consumption values perspective," Technovation, Elsevier, vol. 120(C).
    10. Umar Nawaz Kayani & Anamul Haque & Umme Kulsum & Nishat Taslin Mohona & Fakhrul Hasan, 2023. "Modeling the Antecedents of Green Consumption Values to Promote the Green Attitude," Sustainability, MDPI, vol. 15(17), pages 1-15, August.
    11. Ahsan Akbar & Saqib Ali & Muhammad Azeem Ahmad & Minhas Akbar & Muhammad Danish, 2019. "Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia," IJERPH, MDPI, vol. 16(20), pages 1-20, October.
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