Factors Influencing the Purchase Intention towards Sustainable Food Consumption

This study aims to observe the effect of health consciousness, economic and environmental factors on consumers' purchase intention toward sustainable food consumption. The study also explores the mediating role of consumer attitude between these factors and purchase intention. Therefore, an online questionnaire survey was conducted amongst random consumers to test these relationships. The data was collected by distributing an online questionnaire through convenience sampling technique and, a sample of 220 respondents was chosen. The collected data was analyzed using SPSS and PROCESS Hayes. These two statistical tools aided in carrying out the reliability analysis, correlation and regression analysis on the sample data. Moreover, PROCESS Macro Model 4 (mediation) was used to test the hypotheses. The results supported the hypotheses, indicating that Consumer Attitude positively and significantly mediates the relationship between health consciousness, economic factors, environmental factors, and purchase intention. The current study contributes to the existing literature regarding factors influencing sustainable food consumption. It also has theoretical implication and practical implications for marketers and manufacturers operating in the food industry. Insightful conclusions have been drawn that can be implemented by marketers to significantly increase consumers’ intention to purchase sustainable food by creating awareness regarding items that appeal to consumers who fit the criteria; consumers who are health conscious, consumers who are price conscious and most important, people who are concerned about environmental factors.