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Does social influence turn pessimistic consumers green?

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  • Mohd Sadiq
  • Mohd Adil
  • Justin Paul

Abstract

The current research investigates the role of social influence on pessimistic consumers' approach toward organic food consumption using the self‐focused regulations theoretical framework. It also examines the mediating and moderating role of environmental concern and social influence on the proposed relationships, respectively. An e‐survey was conducted on 300 Indian consumers. The findings reveal that pessimistic consumers do not typically consume organic food. However, they have a strong concern for the environment, which, in turn, is likely to change them into optimistic consumers who begin to consume organic foods. Further, social influence significantly motivates pessimistic consumers to adopt organic foods and reduces the concern‐behavior gap. The study provides significant implications for organic food marketers and retailers.

Suggested Citation

  • Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.
    • Handle: RePEc:bla:bstrat:v:30:y:2021:i:7:p:2937-2950
    DOI: 10.1002/bse.2780
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    References listed on IDEAS

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    2. Amandeep Dhir & Shalini Talwar & Mohd Sadiq & Mototaka Sakashita & Puneet Kaur, 2021. "Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3589-3605, December.
    3. Farrukh Rafiq & Syed Khusro Chishty & Mohd Adil, 2022. "Explanatory or Dispositional Optimism: Which Trait Predicts Eco-Friendly Tourist Behavior?," Sustainability, MDPI, vol. 14(5), pages 1-15, March.
    4. Sadiq, Mohd & Bharti, Kumkum & Adil, Mohd & Singh, Ramendra, 2021. "Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Md. Mahiuddin Sabbir & Khan Md Raziuddin Taufique, 2022. "Sustainable employee green behavior in the workplace: Integrating cognitive and non‐cognitive factors in corporate environmental policy," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 110-128, January.
    6. Ahsan Siraj & Shilpa Taneja & Yongming Zhu & Hongbing Jiang & Sunil Luthra & Anil Kumar, 2022. "Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2820-2838, November.

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