The role of environmental belief factors and personal norms on organic food purchase intentions

This study focused on environmental belief relating factors that drive personal norms and purchase intentions towards organic food in Pakistan. The study differentiates itself from other similar studies by examining the mediating role of consumer personal norms in developing country setting. It also tests the moderating role of consumer willingness to pay and subjective knowledge towards organic food purchase intentions. Following a cross-sectional study design, data was collected from consumers in five cities of Pakistan. 540 individual respondents were selected using proportionate multi-stage sampling and data was collected using mall intercept questionnaires. The study utilised partial least square structure equation modelling analysis. The results found that awareness of consequences, injunctive social norms, and environmental self-identity are direct predictors of both consumer personal norms and purchase intentions towards organic food in Pakistan. Whereas, environmental concern predicts purchase intentions directly. The results supported the mediating role of personal norms between awareness of consequences, injunctive social norms, environmental self-identity, aspiration of responsibility and purchase intentions. Furthermore, willingness to pay moderates between consumer personal norms and purchase intentions. The results of this study provide important insights to organic food researchers, marketers and policy makers. The organic food marketers can get guidance to design effective marketing strategies by focusing on environmental belief relating factors. Whereas, policy makers can enhance organic food growth in the country by following the study recommendations. The study also highlights the implications and limitations of the study as well as the suggestions for future research.