FACTORS INFLUENCING THE PURCHASE INTENTION TOWARDS SUSTAINABLE FOOD CONSUMPTION
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Date
2023-06-13
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DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,
Abstract
The aim of this study is to observe the effect of Health Consciousness, Economic Factors and Environmental Factors on the Purchase Intention of consumers towards sustainable food consumption. The study also explores the mediating role of Consumer Attitude between these factors and the purchase intention. Therefore, to test these relationships, an online questionnaire survey was conducted amongst random consumers. The data was collected by distributing an online questionnaire through convenience sampling technique and, a sample of 220 respondents was chosen. The collected data was analysed using SPSS and PROCESS Hayes. These two statistical tools aided in carrying out the reliability analysis, correlation and regression analysis on the sample data. Moreover, PROCESS Macro Model 4 (mediation) was used to test the hypotheses. The results supported eight out of nine hypotheses, indicating that Consumer Attitude positively and significantly mediates the relationship between Health Consciousness, Economic Factors and Environmental Factors, and Purchase Intention. Moreover, it also showed that Health Consciousness and Environmental Factors positively and significantly impact Purchase Intention towards sustainable food consumption. The data did not support one hypothesis stating that Economic Factors positively and significantly affect Purchase Intention towards sustainable food consumption. The current study contributes to the existing literature regarding factors influencing sustainable food consumption. It also has theoretical implication and practical implications for marketers and manufacturers operating in the food industry. Insightful conclusions have been drawn that can be implemented by marketers to significantly increase consumers’ intention to purchase sustainable food by creating awareness regarding items that appeal to consumers who fit the criteria; consumers who are health conscious, consumers who are price conscious and most important, people who are concerned about environmental factors.