Young consumers' purchase intention toward organic food: exploring the role of mindfulness

PurposeThe 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) tow...

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Bibliographic Details
Published in:British food journal (1966) 2022-01, Vol.124 (1), p.78-98
Main Authors: Tewari, Alok, Srivastava, Smriti, Gangwar, Divya, Verma, Vimal Chandra
Format: Article
Language:English
Subjects:
Consumer behavior
Consumerism
Consumers
Consumption
Data analysis
Food
Green marketing
Green products
Industrialized nations
Mindfulness
Multivariate statistical analysis
Natural & organic foods
Organic farming
Purchase intention
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Summary:PurposeThe 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/approachA 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.FindingsMindfulness 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/valueThis 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
ISSN:0007-070X
1758-4108
DOI:10.1108/BFJ-12-2020-1162