Title: An investigation on the attitude of consumers towards organic food: a post-COVID-19 structural approach

Authors: Mohd Farhan

Addresses: Mittal School of Business, Lovely Professional University, Punjab 144411, India

Abstract: The purpose of this study is to investigate the impact of different factors like environmental concern, health concern, concern for the producers, ethics, safety, attributes of food, awareness, trust, and hedonic value on the attitude of the customers and to provide a model to show the impacts of these variables on the attitude of the customers after COVID-19. To understand the behaviour of customers, a questionnaire has been developed from the previous literature, and the data of 500 respondents has been collected from Punjab state in India in 2023. The final collected data has been analysed, and the model has been confirmed with the help of structural equation modelling (SEM). According to the findings, environmental concerns, health concerns, concerns for producers, ethics, safety, attributes of food, awareness, trust and hedonic value, have a substantial and positive impact on the attitude of the customers. With the help of this model, organic food businessmen can frame marketing strategies for the production and promotion of organic food.

Keywords: environmental concern; good health; consumption and production; ethics; safety; attributes of food; awareness; trust; hedonic value; attitude.

DOI: 10.1504/IJGE.2023.137712

International Journal of Green Economics, 2023 Vol.17 No.4, pp.308 - 329

Received: 19 Apr 2023
Accepted: 17 Dec 2023
Published online: 02 Apr 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article