Green food purchasing behaviour: a multi-method approach of Generation Y in a developing country
ISSN: 0007-070X
Article publication date: 31 March 2023
Issue publication date: 29 August 2023
Abstract
Purpose
This research aimed to analyse the antecedents of green food purchasing behaviour amongst Generation Y consumers in a developing country. More specifically, the authors investigated the influence of attitudes towards organic food, subjective norms, perceived behaviour control, environmental knowledge, health awareness and organic food knowledge on the purchase intention of organic food and, consequently, organic food purchase behaviour.
Design/methodology/approach
A multi-method approach combined symmetric techniques with partial least squares structural equation modelling (PLS-SEM) and asymmetric techniques with fuzzy-set qualitative comparative analysis (fsQCA). The primary data sample was collected by a specialist company and included 500 Generation Y consumers from South Africa.
Findings
PLS-SEM results confirmed the positive influence of all antecedents, confirming the hypotheses. The authors also identified a multiple full mediation of environmental knowledge and health consciousness in the relationship between subjective norms and purchase intention. The fsQCA results indicated six different sufficient configurations for a high level of purchase intention, indicating that only some of the constructs are essential to stimulate the intention.
Originality/value
The originality of the research lies in presenting a new perspective on the sustainable consumption behaviour of Generation Y in a developing country, with a combination of techniques that provide greater robustness to the results. Specifically, the authors contribute to the debate on consumer behaviour and sustainability issues by understanding the dynamics between the factors that drive the purchase behaviour of green products. The article also contributes empirical results that help achieve Sustainable Development Goals (SDGs).
Keywords
Acknowledgements
Funding: The research was funded by Sao Paulo Research Foundation - FAPESP [award number: 2021/08267-2] and National Council for Scientific and Technological Development - CNPq [award number: 303924/2021-7].
Citation
Synodinos, C., Moraes, G.H.S.M.d. and Prado, N.B.d. (2023), "Green food purchasing behaviour: a multi-method approach of Generation Y in a developing country", British Food Journal, Vol. 125 No. 9, pp. 3234-3248. https://doi.org/10.1108/BFJ-09-2022-0769
Publisher
:Emerald Publishing Limited
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