Young consumers' purchase intention toward organic food: exploring the role of mindfulness
ISSN: 0007-070X
Article publication date: 21 June 2021
Issue publication date: 3 January 2022
Abstract
Purpose
The role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.
Design/methodology/approach
A total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.
Findings
Mindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.
Originality/value
This research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India
Keywords
Citation
Tewari, A., Srivastava, S., Gangwar, D. and Verma, V.C. (2022), "Young consumers' purchase intention toward organic food: exploring the role of mindfulness", British Food Journal, Vol. 124 No. 1, pp. 78-98. https://doi.org/10.1108/BFJ-12-2020-1162
Publisher
:Emerald Publishing Limited
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