The impact of health and environmental consciousness on consumer attitudes toward sustainable food: The mediating role of a healthy lifestyle
Pooja Garg, Harbhajan BansalBackground
The consumers’ wants have gradually resulted in the shift toward the sustainable food paradigm, where foods that are environmentally friendly, ethically produced, and good for health are being emphasized. Thus, sustainability has become one of the most important purchasing decision criteria along with nutrition and quality.
Aim
The paper aims to see the effect on consumer's attitude and behavior towards sustainable food by the factors of health and environmental consciousness, with the focus on the mediation of a healthy lifestyle.
Methods
The PLS-SEM (Partial Least Squares Structural Equation Modeling) method was used for the analysis of the data collected by the questionnaires given to 443 people in Haryana, India.
Summary
The study brought out the conclusion that health and environmental consciousness both significantly and positively influence consumer attitudes towards sustainability in food, along with the healthy lifestyle being a vigorous mediator of the consumer attitudes and, health and environmental consciousness. The model was found to have a very high explanatory power and also a high predictive relevance. The study in its theoretical aspect broadens the value-attitude-behavior framework by connecting awareness to lifestyle practices, while in its practical aspect it gives marketers and policymakers a signal to promote sustainable food through health and environmental consciousness.