Modeling the Antecedents of Green Consumption Values to Promote the Green Attitude

The use of organic food is of paramount importance in ensuring the safety of our food supply and safeguarding the well-being of people worldwide. This study aims to add to existing knowledge about family perceptions toward organic food consumption, specifically their pro-environmental and pro-social attitudes. The study’s goal is to see if green consumption values can influence customers’ decisions to buy organic food. The theory of consumption value, theory of planned behavior, and protection motivation theory are used to find out what motivates consumers toward organic food purchases. A total sample of 208 families was randomly selected using a self-administrated questionnaire-based survey. Confirmatory factor analysis and structural equation modeling were used to analyze the results. The results suggest that families who demonstrate environmentally conscious behavior and prioritize green consumption values are more likely to choose organic food, in contrast to families who prioritize pro-social behavior. The study enhances the study of sustainable food consumption by providing a fresh perspective on consumers’ attitudes toward organic foods and might provide marketers, decision makers, and future researchers with useful data. This finding signifies the development of the organic food market with the implication of self-identities and green consumption values.