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Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore, the study further examines the impact of sustainable consumption behaviour on continuous purchase intention using health consciousness as a moderator. Finally, the study validates Behavioural Reasoning Theory and the emotional affinity towards nature to understand the proposed claims.

The data were collected from 364 respondents from India. Only those respondents were included in the survey who had prior experience of using organic personal care products. This study used the structural equation modelling approach to test the conceptual model.

Results of the study confirmed the positive influence of consumer attitude on brand love, brand trust and altruism. Brand love and altruism had a significant impact on sustainable consumption behaviour. Health consciousness also emerged as a moderating variable between sustainable consumption behaviour and continuous intention. Interestingly, the brand trust had no impact on sustainable consumption behaviour. Furthermore, sustainable consumption behaviour had a significant impact on continuous intention.

The study is helpful to organic product companies, practitioners, academicians, environment protection agencies and market regulatory authorities as it gives fresh insight into the new collective relationship of consumer attitude with brand love, brand trust, altruism and sustainable consumption behaviour in case of organic personal care products.

The purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions.

The study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods.

The results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive impact on purchase intention of organic food products. Interestingly, LCT had no direct impact on the purchase intention of the product. Trust and attitude were found to be significant mediators impacting purchase intention.

The study contributes to the past theoretical literature on LOHAS consumption by analyzing new constructs like scarcity and PCE in the context of organic food consumption. These findings will be crucial for marketers planning to launch organic products in new markets.

This study explores Greek and Swedish consumers' attitude towards organic food consumption in order to demonstrate possible differences that can be identified based on health and ecological consciousness beliefs rather than demographic factors. The examination of an emerging and a more mature market allow the authors to provide more targeted marketing strategies that possibly increase organic food consumption in both countries.

The authors adopt an econometric approach to the analysis of consumer behavior in relation to organic food consumption in Sweden and Greece. More specifically, the authors examine the motivations and postexperiences of organic food consumers of different socioeconomic profiles in these two countries, one in northern and one in southern Europe. The authors apply an ordered logistic regression analysis model to map out the interaction between consumer attitudes and sociodemographic variables.

The authors results show that consumers in Sweden more frequently purchase organic foods than consumers in Greece. Environmental protection and ethical values increase the odds for Swedish organic food consumers to buy organic food products. Health consciousness and family well-being are perceived as factors that increase the odds for Greek organic food consumers to buy organic foods. Sociodemographic factors do not play a pivotal role for consumer behavior in relation to organic food in both countries.

This study distinguishes between organic food consumers in two countries with different levels of organic food production and export activity, size of organic market, national organic labeling system and legal definition and standards of organic food. Within these differences, the organic food industry could align its marketing efforts better rather focus on simplistic demographics. The current view unfolds the fact that there are limited studies comparing two European markets at different stages of development and the factors that influence organic food consumer behavior.

The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers’ attitudes and purchasing intentions toward organic food brands.

Given the importance of culture on customers’ decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling.

The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customers’ purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers.

This study provides an understanding of customers’ sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customers’ behavior.

The study seeks to explore why despite growing concern for the environment, consumers’ intention to purchase organic foods remains relatively low. In addition, the study also seeks to investigate the role of perceived marketplace influence (PMI) and moral norms in organic food consumption.

Data collected from 330 young consumers chosen with non-probability sampling were analysed using structural equation modelling in Amos 22.0.

The results of the parallel mediation analysis confirmed that environmental concern influences purchase intention indirectly through attitude, subjective norms, perceived behavioural control and perceived marketplace influence. In addition, moral norms were found to moderate the effect of perceived behavioural control on purchase intention. Moreover, the results also indicated that the impact of environmental concern on consumers’ attitude toward organic foods was also moderated by moral norms. Further, the results of moderated mediation showed that the indirect effect of environmental concern on purchase intention (through attitude and perceived behavioural control) was moderated by moral norms.

The study contributes to the existing literature by investigating the inconsistency between environmental concern and purchase intention. In addition, the study also investigate role of perceived marketplace influence and moral norms in stimulating organic food consumption intentions.

The emergence of perceived marketplace influence as an important determinant of organic food consumption shows that every individual needs to realise the importance of their environment friendly actions to promote organic food consumption. In addition, the study also highlights the pivotal role of moral norms in the promotion of organic food consumption. Thus, markets, policy-makers, family, friends, society all should promote and inculcate the spirit of contributing in the cause of safeguarding the environment to the young children specially by promoting consumption of organic foods.

The study examines the role of perceived marketplace influence as predictor of purchase intention towards organic foods which is rarely explored specially in the domain of organic food consumption. In addition, the results also produced some novel insights into the moderating role of moral norms.

This study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development. Based on the extended “Theory of Planned Behavior” (TPB), this study investigates the reasons for continuing organic food (OF) consumption. This research aims to create a model highlighting the characteristics influencing Bangladeshi consumers to continue eating OFs while considering the moderating role of health consciousness during the COVID-19 health crisis (CHC).

This is a longitudinal study, the first phase of which was conducted in 2020, whereas the second phase of data collection is completed on December 31, 2021. Thus, a longitudinal research design (N = 196) was used to investigate whether TPB element have the same impact over the period of time in two data collection phases. It also attempted to reveal if there is any change in the level of influences of Knowledge of organic food health benefit (HAK), and health consciousness on OFCB. A structured questionnaire was used to collect data from the participants of Generations Y and Z. Partial least square structural equation modeling validates the proposed research model.

Research results of phase two ensure that out of the five direct hypotheses related to social norm (SNRM), attitude (ATD), perceived behavioral control (PBRC), HAK and CHC, four (ATD, PBRC, HAK and CHC) significantly influence OFCB of Bangladeshi consumers. SNRM has no significant statistical influence on OFCB. On the other hand, all the direct hypotheses, including SNRM, were accepted during the first phase of the study. Hence, when people begin eating OF and recognize the health benefits, their firm behavioral control ensures that what others think has no significant influence on OFCB.

Most of the data for this study came from those born after 1980, commonly known as Generations Y and Z. Thus, including more data from different age groups may result in different research conclusions. The survey contains a large proportion (62%) of respondents with an income of less than BDT 40,000 per month, a price-sensitive demographic in Bangladesh. The price of OF was not included in this study though price sensitivity may have impacted the study’s findings.

This research used one moderating and four exogenous variables to determine Bangladeshi consumers’ OFCB. HAK and PBRC are proven to be the strongest determinants. Though health consciousness, Knowledge and self-control are essential, Bangladeshi citizens’ awareness of OF and sustainable consumption is still far below compared to other countries. Consequently, this study urges policymakers to raise health awareness through various social efforts.

The Bangladesh government has various initiatives to encourage sustainable development, including promoting OF consumption. Increased OF consumption will increase demand, resulting in an enormous need for organic production. This phenomenon will benefit society as bio-fertilizers are ecologically benign, resolving soil fertility issues and reducing disease risks while enhancing nutritional content. This study can serve as the foundation for developing a plan to boost the consumption of OFs, which can have a beneficial social impact.

Since no longitudinal study to explain the continuance of OFs has been observed in Bangladesh, this research uniquely contributes to predicting sustainable consumption behavior.

The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention.

A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model.

The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products.

The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.

Los consumidores demandan productos no sólo saludables, sino también limpios y respetuosos con el medio ambiente, es decir, productos de consumo sostenible. Por lo tanto, este estudio pretende identificar los principales factores que influyen en la intención de compra de alimentos ecológicos.

En este estudio se adoptó un diseño de investigación transversal que incluía la recogida de datos primarios de 234 encuestados. Las respuestas procedían de consumidores de alimentos ecológicos representativos de la población india. Se aplicó un modelo de ecuaciones estructurales para analizar los datos y validar el modelo de investigación.

Las conclusiones del estudio ayudarán a los profesionales a comprender los factores que conducen a la intención de compra de productos alimentarios ecológicos en un mercado de consumidores en crecimiento. Este conocimiento les ayudaría a diseñar estrategias de marketing y comunicación para aumentar el consumo de alimentos ecológicos.

El presente estudio avanza la literatura existente sobre el consumo de alimentos orgánicos mediante la ampliación de la TPB con factores, a saber, la preocupación por el medio ambiente, la conveniencia y la confianza, y el establecimiento de su papel en el desarrollo de la intención de compra de productos alimenticios orgánicos.

顾客要求的产品不仅是健康的, 而且是清洁和环保的, 即呼吁可持续消费产品。因此, 本研究旨在确定有机食品购买意向的重要驱动因素。

本研究采用横断面研究设计, 从234名受访者中收集原始数据。受访者的回答来自于代表印度人口的有机食品消费者。采用结构方程模型来分析数据并验证研究模型。

本研究的结果将有助于从业者了解在不断增长的消费市场中导致有机食品购买意向的因素。这些知识将帮助他们制定营销和沟通策略, 以增加有机食品的消费。

本研究通过扩展TPB的因素, 即环境关注、便利性和信任, 并确定它们在发展有机食品购买意向中的作用, 从而推进了现有的关于有机食品消费的文献。

This study aims to identify and describe the relationships among sensory-driven pleasure, cognition-driven pleasure, symbolic-driven pleasure and organic food purchase behavior considering the moderating effects of functionality trust and authenticity trust from the viewpoint of the theory of planned behavior (TPB).

Data were collected using a structured questionnaire survey in first-tier cities in China. A total of 352 consumers of organic foods participated in the study. Structural equation modeling and hierarchical regression analysis were employed for data analysis.

The results indicated the significant association of perceived behavioral control, subjective norm, attitude, sensory-driven pleasure and cognition-driven pleasure with purchase intention. Perceived behavioral control and purchase intention had significantly positive effects on purchase behavior. Moreover, functionality trust had a positive moderating effect on purchase intention and purchase behavior.

This study not only provides novel and original insights for understanding organic consumption but also provides a reference for organic producers, sellers and policymakers to develop effective strategies to guide organic consumption that are conducive to promoting sustainable consumption.

For the first time, this research introduces the construct of food pleasure into the TPB to explore the relationships between food pleasure and purchase behavior based on the TPB. It may expand the scope of the TPB and provide valuable insights regarding how to improve the existing intention–behavior gap in organic consumption.

Following the COVID-19 pandemic, the upward trend of organic food (OF) consumption is no longer restrained to western markets but has also extended to emerging markets in different parts of the world. Still, extent post-pandemic literature has devoted little attention to the factors shaping consumers' intent to purchase organic food in developing markets. The current research empirically investigates the antecedents of consumers' attitude and intent to purchase organic food in an emerging market context (i.e. Morocco). This research also explores the differences between OF consumers' manifest attitudes prior to and following the COVID-19 pandemic.

To achieve the study's objectives, data were collected from 1,060 Moroccan respondents using online self-administered questionnaires in two different eras: prior to the COVID-19 pandemic with a total of 441 valid responses and following the pandemic with 619 valid responses. Confirmatory factor analysis (CFA) was employed to validate the data, and a partial least squares (PLS) estimation was used to test the hypotheses.

First, attitude towards OF has a significant impact on consumers' purchase intention; at the same time, it is influenced by subjective norms, organic labeling, perceived behavioral control, health consciousness, and environmental concern. This study's findings also suggest subjective norms, organic labeling, perceived behavioral control, health consciousness, environmental concern, age, and income as the key determinants of consumers' intention to purchase OF. Second, the IPMA analysis suggests that while health consciousness, organic labeling and perceived behavioral control are the most important constructs influencing attitude towards OF, consumers' purchase intention is mostly influenced by health consciousness, attitude towards OF and age. Finally, the PLS-Multigroup Analysis conveyed few discrepancies in the results when comparing the two eras (i.e. subjective norms and age had more significant impacts on consumers' purchase intent following the COVID-19 pandemic).

This study provides organic food retailers and practitioners with a deeper understanding of the key aspects shaping consumers' intent to purchase organic products in emerging markets. The comparative analysis will also provide important insights on how to shape consumers' attitudes and purchase intentions in a new-normal marked by the COVID-19 pandemic.

This study's findings contribute to the growing literature on consumers' behavior in the organic food industry, particularly in developing countries where research is still narrow. This study's study is the first of its kind to compare consumers' intention to purchase organic food before and following the COVID-19 pandemic.

This study aims to examine the most influential drivers, both product-specific and consumer-specific, affecting Asian consumers' willingness to pay (WTP) for organic olive oil.

To individuate the most influential drivers of WTP for organic products and to assess their effect, in terms of configurational paths and consumer profiles, this study sequentially employs explorative factor analysis approach and a fuzzy-set qualitative comparative analysis method. The survey is carried out in different areas of Asia (e.g. Pakistan, Vietnam and China).

The results suggest that Asian consumers' WTP for organic products is described by consumer-specific drivers (gender, occupation and household size) as well as product-specific drivers (product authenticity and sustainability, consumer ethnocentrism and food fraud risk perception).

The findings of the study permit the identification of different drivers that move consumers' WTP for organic olive oil. The study contributes to setting the ground for companies to propose and implement efficacious marketing strategies for organic olive oil in importing countries, such as Asia.