Description
Organic foods are gaining consumer attention and there is a surge of demand in specific regions. However, despite significant boost in organic farming relevant industries, study on pattern of customer behavior is scarce in context to organic restaurant industry. A model is generated to observe customers’ intention to purchase organic foods, health consciousness, environmental consciousness, food vloggers and emotions is used as a mediator between all variables. For examining the relationship survey data is collected from a sample of 309 people from different organic food customers in Pakistan through convenience sampling technique and the data has been analyised by using SPSS and SMART PLS 4.0. The results show that health consciousness, environment consciousness, food vloggers have significant influence on intention to purchase organic foods and emotions mediates significantly between them. The findings of the current study can benefit the organic foods restaurant industry and provide business a guidance to use multiple strategies for maximization of profit.
Keywords: Health consciousness, Environment consciousness, Food vloggers, Intention to purchase organic foods.
| Full Name (In Capital Letters) | MUHAMMAD FAROOQ AKHTAR |
|---|---|
| assistant.prof.nbs.935@tuf.edu.pk | |
| Kurum / University / Affiliated Institution | National Business School |
| Akademik Ünvan/ Academic Title | Dr. |
| Country | Pakistan |
| Telefon / Phone Number | +92-316-7618060 |
| Katılım Tipi /Participation Types | Çevrimiçi /Online |
| Sunum Dili /What Will Be The Presentation Language? | English |
| Where Do You Want to Publish the Full Text? | To be published in the full text booklet |
