DETERMINANTS OF ORGANIC FOOD PURCHASE BEHAVIOR: A MEDIATION ANALYSIS

The adoption of sustainable practices is an imperative and urgent need for economies. The food manufacturing processes and the consumption patterns have an impact on the individuals and the atmosphere. This study has been conducted with the aim to understand the determinants of organic food purchase behavior. For that purpose, this study hypothesized the mediation effects of attitudes towards buying organic food between organic food purchase behavior and four consumers’ personal factors, green marketing practices and price barriers. The research was carried out in the developing economy of Islamic Republic of Pakistan. Convenience Sampling was used as the sampling technique. For this research, the respondents were 260 consumers of organic foods from the city of Lahore, Pakistan. The technique applied on this study was Process Hayes. The results of the data suggested that attitude towards buying organic food has positive significant mediations between organic food purchase behavior and all of the dependent variables. Keywords: Environmental Concerns; Organic Food Purchase Behavior; Green Marketing