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Managing subjective well‐being of organic food consumers through sustainability orientation, environmental consciousness, and skepticism in Thailand: Mediating role of organic food consumption
Author(s) -
Siriattakul Parinya,
Thaiprayoon Khajornsak,
Harakan Ahmad
Publication year - 2019
Publication title -
world food policy
Language(s) - English
Resource type - Journals
ISSN - 2372-8639
DOI - 10.1002/wfp2.12011
Subject(s) - consumption (sociology) , skepticism , sustainability , business , marketing , consciousness , sustainable consumption , psychology , sociology , ecology , social science , philosophy , epistemology , neuroscience , biology
Subjective well‐being of consumers is turned out to be a modern and the most important issue for green marketers. World's food policy which is mostly revolving around consumption of organic food is also making well‐being a center piece of all its discussions. This study has contributed by checking the impact of consumer sustainability orientation (CSO), skepticism and environmentally conscious purchase behavior (ECPB) on subjective well‐being of consumers in mediating role of organic food consumption. A quantitative methodology was adopted in which questionnaires were filled by 314 respondents of Thailand. Survey results have revealed that CSO, skepticism and ECPB have a significant impact on subjective well‐being of consumer and organic food consumption is also significantly mediating these relationships. No previous study has checked the mediating role of organic food consumption in Thailand's and respective variables’ setting. This study can be beneficial for organic food industry as it can generate potential benefits for consumers.