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

Haroon Qasim, Liang Yan, Rui Guo, Amer Saeed and Badar Nadeem Ashraf
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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

IJERPH, 2019, vol. 16, issue 7, 1-22

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.

Keywords: organic food; consumption values; environmental self-identity; behavioral intention (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (12)

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