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The Predictors and Consequences of Personal Norms in Context of Organic Food Among Pakistani Consumers

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  • Yawar Abbas Sandhu
  • Selvan a/l Perumal
  • Waida Irani Mohd Fauzi

Abstract

Purpose- Primary aim of existing research is to detect the influence of environmental beliefs (awareness of consequences, injunctive social norms, environmental concern, environmental self-identity and aspiration of responsibility) on personal norms and subsequent effect thereof on organic food purchase intentions with mediation outcome of personal norms and moderating role of willingness to pay. Design/methodology/approach- The data was collected from individual Pakistani consumers with 430 effective questionnaires. Further the responses were analysed through SPSS, V-22, Smart PLS-3. Findings- The results showed that awareness of consequences, injunctive social norms, environmental concern, environmental self-identity and aspiration of responsibility showed significant influence to personal norms towards organic food. Subsequently, personal norms significantly affected organic food purchase intentions. Furthermore, willingness to pay for organic food proved to be positively significant moderator amongst personal norms and organic food purchase intentions. Implications of Research- Present study helps out organic food marketers to apprehend customer demand for organic food from moral perspective and suggests the basis for the future development of organic food. Originality- Present study is important for policy makers as it points out the ways to create awareness; secondly it also provides the schema to promote organically produced foods to consumers through messages based on morality.

Suggested Citation

  • Yawar Abbas Sandhu & Selvan a/l Perumal & Waida Irani Mohd Fauzi, 2019. "The Predictors and Consequences of Personal Norms in Context of Organic Food Among Pakistani Consumers," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 10(3), pages 314-336, May.
    • Handle: RePEc:jfr:ijfr11:v:10:y:2019:i:3:p:314-336
    DOI: 10.5430/ijfr.v10n3p314
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