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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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