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Testing Sustainable Consumption Behavior in Italy and Pakistan

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  • Muhammad Ishtiaq Ishaq

    (Imperial College of Business Studies, Lahore, Pakistan)

Abstract

The purpose of this empirical research is to determine the relative impact of food safety concern, ethical concern and health consciousness on the theory of planned behavior dimensions. Moreover, this study also ascertains the impact of the theory of planned behavior dimensions (attitude, subjective norms, and perceived behavioral control on repurchase intentions of organic food among Pakistan and Italian consumers. A highly structured questionnaire is used to collect the data from 337 consumers from Italy and 314 consumers living in Pakistan. As proposed by the researchers, measurements invariance tests are used to analyze the cultural differences (if any) and subsequently structural equation modeling is used to determine the study hypotheses. The study results revealed mix findings and demonstrated significant differences between Pakistani and Italian consumers.

Suggested Citation

  • Muhammad Ishtiaq Ishaq, 2018. "Testing Sustainable Consumption Behavior in Italy and Pakistan," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 4(1), pages 93-104.
    • Handle: RePEc:men:journl:v:4:y:2018:i:1:p:93-104
    DOI: 10.11118/ejobsat.v4i1.125
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    References listed on IDEAS

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    1. Rimal, Arbindra & Moon, Wanki & Balasubramanian, Siva K., 2006. "Perceived Risks of Agro-Biotechnology and Organic Food Purchases in the United States," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(2), pages 1-10, July.
    2. Peter C. Verhoef, 2005. "Explaining purchases of organic meat by Dutch consumers," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(2), pages 245-267, June.
    3. Roberts, James A. & Bacon, Donald R., 1997. "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior," Journal of Business Research, Elsevier, vol. 40(1), pages 79-89, September.
    4. McCluskey, Jill J. & Grimsrud, Kristine M. & Ouchi, Hiromi & Wahl, Thomas I., 2005. "Bovine spongiform encephalopathy in Japan: consumers’ food safety perceptions and willingness to pay for tested beef," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 49(2), pages 1-13.
    5. Newsom, Jason T. & McFarland, Bentson H. & Kaplan, Mark S. & Huguet, Nathalie & Zani, Brigid, 2005. "The health consciousness myth: implications of the near independence of major health behaviors in the North American population," Social Science & Medicine, Elsevier, vol. 60(2), pages 433-437, January.
    6. Smith, Samantha & Paladino, Angela, 2010. "Eating clean and green? Investigating consumer motivations towards the purchase of organic food," Australasian marketing journal, Elsevier, vol. 18(2), pages 93-104.
    7. Pamela R. D. Williams & James K. Hammitt, 2000. "A Comparison of Organic and Conventional Fresh Produce Buyers in the Boston Area," Risk Analysis, John Wiley & Sons, vol. 20(5), pages 735-746, October.
    8. Zanoli, Raffaele & Naspetti, Simona, 2002. "Consumer motivations in the purchase of organic food. A means-end approach," MPRA Paper 32712, University Library of Munich, Germany.
    9. Yadav, Rambalak, 2016. "Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 92-97.
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    Cited by:

    1. Leonidou, Leonidas C. & Eteokleous, Pantelitsa P. & Christofi, Anna-Maria & Korfiatis, Nikolaos, 2022. "Drivers, outcomes, and moderators of consumer intention to buy organic goods: Meta-analysis, implications, and future agenda," Journal of Business Research, Elsevier, vol. 151(C), pages 339-354.
    2. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
    3. Haj-Salem, Narjes & Ishaq, Muhammad Ishtiaq & Raza, Ali, 2022. "How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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    More about this item

    Keywords

    ethical concern; food safety concern; theory of planned behavior; cross-cultural differences;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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