Looking at Personal Norms Construct: Analysing Moral Inclination Towards Buying Organic Food Among Pakistani Consumers

Consumer Behaviour

People around the globe are conscious of environmental issues the world is facing in terms of urban air pollution. Organic food buying is understood as just behaviour due to being less harmful to the environment. Consumer awareness regarding organic food benefits for the environment and health has boosted organic food demand in Pakistan. However, in the descriptive viewpoint and to what extent consumers' vantage points represent their moral motivation instigating consumers to buy organic food in the Pakistani context is yet to be evaluated. For this purpose, a descriptive analysis of 200 consumer responses; by using the mall intercept data collection method; was made by evaluating the mean values of personal norms items through SPSS. The results found that Pakistani consumers did assume moral feelings towards buying organic food. Specifically, consumers' emotional feelings towards environmental degradation realised that buying organic food was the right thing to do. Further, being a better person and contributing significantly to environmental safety raised their moral feelings about buying organic food. The study results are essential for organic food marketers in the country. Further, it also offers new avenues for future research in the organic food context.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.