Testing Sustainable Consumption Behavior in Italy and Pakistan

Abstract

The purpose of this empirical research is to determine the relative impact of food safety concern, ethical concern and health consciousness on the theory of planned behavior dimensions. Moreover, this study also ascertains the impact of the theory of planned behavior dimensions (attitude, subjective norms, and perceived behavioral control on repurchase intentions of organic food among Pakistan and Italian consumers. A highly structured questionnaire is used to collect the data from 337 consumers from Italy and 314 consumers living in Pakistan. As proposed by the researchers, measurements invariance tests are used to analyze the cultural differences (if any) and subsequently structural equation modeling is used to determine the study hypotheses. The study results revealed mix findings and demonstrated significant differences between Pakistani and Italian consumers.

Keywords

• ethical concern
• food safety concern
• theory of planned behavior
• cross-cultural differences