Human Values, Sustainability Orientation, and Intentions: A SDG Perspective Towards Branded Organic Products in India

Pradeep Kautish (), Arpita Khare () and Anshuman Khare ()
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Pradeep Kautish: Nirma University
Arpita Khare: G.L. Bajaj Institute of Management and Research
Anshuman Khare: Athabasca University

A chapter in Nachhaltigkeit und Innovation in internen und externen Unternehmensbeziehungen, 2023, pp 191-217 from Springer

Abstract: Abstract The study examines the relationships between (Rokeach,.The Nature of Human Values, Free Press, New York, 1973) value dichotomy, e.g., terminal value vis-à-vis instrumental value, consumer sustainability orientation, and behavioral intentions for branded organic products in the backdrop of the sustainable development goals implementation in an emerging market, i.e., India. The study adopted a hypo-deductive design and the two-step method to examine the measurement and structural models for covariance-based structural equation modeling. The findings posit that terminal value and instrumental value influence customer sustainability orientation. Further, customer sustainability orientation influenced behavioral intentions for branded organic products and acted as a mediator between value dichotomy terminal value vis-à-vis instrumental value and behavioral intentions for branded organic products. Instrumental value played a more significant role in customer sustainability orientation and behavioral intentions for branded organic products. Holistically, the current study provides significant implications for both sustainable research and branded organic product marketers.

Keywords: Values; Consumer sustainability orientation; Behavioral intentions; Organic products; Indian consumers (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-41618-8_11

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DOI: 10.1007/978-3-658-41618-8_11

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