Antecedents of Environmental Concerns in Higher Education Institutions: Mediating Role of Attitudes Towards Organic Food
Keywords:
Health Consciousness, Attitude Towards Organic Food, Collectivism, Theory of Planned Behaviour, Environmental Concern, PLS-SEMAbstract
This study examines how attitudes towards organic food may act as a mediator in the relationship between environmental concern and health consciousness. It also looks at how collectivism directly affects environmental concerns. The study, which is based on the Theory of Planned Behaviour, advances theoretical knowledge by incorporating individual-level attitudes, behaviours, and beliefs into the analysis. It employed a quantitative cross-sectional research design and utilised Partial Least Squares Structural Equation Modeling (PLS-SEM) to test its hypotheses. Data was collected through purposive sampling from a sample of 201 employees working in Higher Education Institutions (HEIs) in Punjab, Pakistan. The results highlighted that attitudes towards organic food significantly mediates the relationship between health consciousness and environmental concerns. Furthermore, collectivism was found to significantly influence environmental concerns, reaffirming the cultural dimensions that shape pro-environmental behaviour. This study adds to the emergent literature on environmental psychology and sustainable consumer behaviour by elucidating the interconnection between individual health motivations and broader ecological outcomes. It reinforces the notion that decisions made to benefit personal health can have positive cascading effects on the environment, promoting a holistic view of sustainability. The findings of the study offer useful insights into relevant regulatory and policy making bodies for designing policies and tailoring adequate health and sustainability campaigns targeted towards promoting organic food consumption for better health and environmental outcomes.
JEL Classification Codes: I12, M14
Submitted: August 28, 2024
Last Revised: July 29, 2025
Accepted: September 10, 2025
Conflict of Interest: The Authors declared no Conflict of Interest
Funding Acknowledgment: This research was funded by the University of the Punjab, Pakistan.
Downloads
References
Ajzen, I. 1991, ‘The Theory of Planned Behavior’, Organizational Behavior and Human Decision Processes, vol. 50, no. 2, pp. 179-211, <https://doi.org/10.1016/0749-5978(91)90020-T>.
Aktan, M. and Kethüda, Ö. 2024, ‘The Role of Environmental Literacy, Psychological Distance of Climate Change, and Collectivism on Generation Z’s Collaborative Consumption Tendency’, Journal of Consumer Behaviour, vol. 23, no. 1, pp. 126-140, <https://doi.org/10.1002/cb.2159>.
Aleksejeva, L. and Pelse, M. 2019, ‘Procurement of Organic Food by Latvian Schools’, Proceedings of the 20th International Scientific Conference on Economic Science for Rural Development 2019, University of Life Sciences and Technologies, Issue 50, pp. 305-311, <https://doi.org/10.22616/ESRD.2019.038>.
Badullovich, N. 2022, ‘From Influencing to Engagement: A Framing Model for Climate Communication in Polarised Settings’, Environmental Politics, vol. 32, no. 2, pp. 207-226, <https://doi.org/10.1080/09644016.2022.2052648>.
Campos, B. C. and Qi, X. 2024, ‘A Literature Review on the Drivers and Barriers of Organic Food Consumption in China’, Agricultural and Food Economics, vol. 12, e18, <https://doi.org/10.1186/s40100 024 00312 y>.
Carrión-Bósquez, N.G., Ortiz-Regalado, O., Veas-González, I., Naranjo-Armijo, F.G. and Guerra-Regalado, W.F. 2025, ‘The Mediating Role of Attitude and Environmental Awareness in the Influence of Green Advertising and Eco Labels on Green Purchasing Behaviors’, Spanish Journal of Marketing, vol. 29, no. 3, pp. 330-350.
Cavite, H.J.M. 2025, ‘Millennial Consumers’ Intention to Purchase Organic Food: Do Environmental Concerns Matter?’, Business Strategy and the Environment, vol. 34, no. 1, pp. 3940-3956, <https://doi.org/10.1002/bse.4162>.
Cheah, W. K. A. and Aigbogun, O. 2022, ‘Exploring Attitude-Behaviour Inconsistencies in Organic Food Consumption during the COVID 19 Pandemic in the Klang Valley, Malaysia’, Cleaner and Responsible Consumption, vol. 7, e100077, <https://doi.org/10.1016/j.clrc.2022.100077>.
Costa, A.I.A., Schoolmeester, D., Dekker, M. and Jongen, W.M.F. 2007, ‘To Cook or Not to Cook: A Means-End Study of Motives for Choice of Meal Solutions’, Food Quality and Preference, vol. 18, no. 1, pp.77-90, <https://doi.org/10.1016/j.foodqual.2005.08.003>.
Davari, D., Nosrati, S. and Kim, S.S. 2024, ‘Do Cultural and Individual Values Influence Sustainable Tourism and Pro-Environmental Behavior? Focusing on Chinese Millennials’, Journal of Travel & Tourism Marketing, vol. 41, no. 4, pp. 559-577, <https://doi.org/10.1080/10548408.2024.2309180>.
Duong, C.D., Le, T.L., Lee, E.-M. and Gadomska-Lila, K. 2024, ‘How Cultural Values Integrate with Each other to Trigger Sustainable Consumption: A Cross-Culture Study’, Asia Pacific Journal of Marketing and Logistics, vol. 36, no. 4, pp. 814-836, <https://doi.org/10.1108/APJML-05-2023-0484>.
Elsantil, Y. 2021, ‘Antecedents of Green Purchasing Behavior in the Arabic Gulf’, Social Marketing Quarterly, vol. 27, no. 2, pp.133-149, <https://doi.org/10.1177/15245004211013467>.
Eom, K., Kim, H.S., Sherman, D.K. and Ishii, K. 2016, ‘Cultural Variability in the Link between Environmental Concern and Support for Environmental Action’, Psychological Science, vol. 27, no. 10, pp.1331-1339, <https://doi.org/10.1177/0956797616660078>.
Fadnes, L.T., Økland, J.M., Haaland, Ø.A. and Johansson, K.A. 2022, ‘Correction: Estimating Impact of Food Choices on Life Expectancy: A Modeling Study’, PLOS Medicine, vol. 19, no. 3, e1003962, <https://doi.org/10.1371/journal.pmed.1003962>.
Fawehinmi, O., Yusliza, M. Y., Mohamad, Z., Noor Faezah, J. and Muhammad, Z. 2020, ‘Assessing the Green Behaviour of Academics: The Role of Green Human Resource Management and Environmental Knowledge’, International Journal of Manpower, vol. 41, no. 7, pp. 879-900, <https://doi.org/10.1108/IJM-07-2019-0347>.
Filippini, R., De Noni, I., Corsi, S., Spigarolo, R. and Bocchi, S. 2018, ‘Sustainable School Food Procurement: What Factors Affect the Introduction and the Increase of Organic Food?’ Food Policy, vol. 76, pp.109-119, <https://doi.org/10.1016/j.foodpol.2018.03.011>.
Fontes, E., Moreira, A.C. and Carlos, V. 2021, ‘The Influence of Environmental Concern and Green Advertising on Green Purchase Behavior: A Cross Cultural Study’, Journal of Cleaner Production, vol. 16, no. 3, p. 135869, <https://doi.org/10.2478/mmcks-2021-0015>.
Gifford, R. 2008, ‘Psychology’s Essential Role in Alleviating the Impacts of Climate Change’, Canadian Psychology, vol. 49, no. 4, pp.273-280, <https://doi.org/10.1037/a0013234>.
Gifford, R., Lacroix, K., Anderson, E.A., Milne-Ives, M. and Sugrue, P. 2022, ‘Climate Change, Food Choices, and the Theory of Behavioral Choice’, Research Square, <https://doi.org/10.21203/rs.3.rs-1513250/v1>.
Golob, U., Koklic, M.K., Podnar, K. and Zabkar, V. 2018, ‘The Role of Environmentally Conscious Purchase Behaviour and Green Scepticism in Organic Food Consumption’, British Food Journal, vol. 120, no. 10, pp.2411-2424, <https://doi.org/10.1108/BFJ-08-2017-0457>.
Hair, J. and Alamer, A. 2022, ‘Partial Least Squares Structural Equation Modeling (PLS SEM) in Second Language and Education Research: Guidelines Using an Applied Example’, Research Methods in Applied Linguistics, vol. 1, no. 3, e100027, <https://doi.org/10.1016/j.rmal.2022.100027>.
Hair, J.F., Hult, G.T.M., Ringle, C.M. and Sarstedt, M. 2017, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Second Edition, Thousand Oaks, CA: SAGE Publications.
Hanks, L. and Mattila, A.S. 2016b, ‘Consumer Responses to Organic Menu Items: The Importance of Venue Type and Health Orientation’, Journal of Revenue and Pricing Management, vol. 15, no. 2, pp.135-149, <https://doi.org/10.1057/rpm.2015.27>.
Hansmann, R., Baur, I. and Binder, C.R. 2020, ‘Increasing Organic Food Consumption: An integrating Model of Drivers and Barriers’, Journal of Cleaner Production, vol. 275, e123058, <https://doi.org/10.1016/j.jclepro.2020.123058>.
Henseler, J., Ringle, C.M. and Sarstedt, M. 2015, ‘A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling’, Journal of the Academy of Marketing Science, vol. 43, pp. 115-135, <https://doi.org/10.1007/s11747-014-0403-8>.
Hofstede Insights 2024, Country Comparison: Pakistan, <https://www.hofstede-insights.com/country-comparison/pakistan> [Accessed 28 July 2025].
Hughner, R.S., McDonagh, P., Prothero, A., Shultz II, C.J. and Stanton, J. 2007, ‘Who are Organic Food Consumers? A Compilation and Review of Why People Purchase Organic Food’, Journal of Consumer Behaviour: An International Research Review, vol. 6, no. 2-3, pp. 94-110, <https://doi.org/10.1002/cb.210>.
Iqbal, J., Yu, D., Zubair, M., Rasheed, M.I., Khizar, H.M.U. and Imran, M. 2021, ‘Health Consciousness, Food Safety Concern, and Consumer Purchase Intentions Toward Organic Food: The Role of Consumer Involvement and Ecological Motives’, Sage Open, vol. 11, no. 2, <https://doi.org/10.1177/21582440211015727>.
Jaini, A., Quoquab, F., Mohammad, J. and Hussin, N. 2020, ‘Antecedents of Green Purchase Behavior of Cosmetics Products: An Empirical Investigation among Malaysian Consumers’, International Journal of Ethics and Systems, vol. 36, no. 2, pp. 185-203, <https://doi.org/10.1108/IJOES-11-2018-0170>.
Japutra, A., Vidal Branco, M., Higueras Castillo, E. and Molinillo, S. 2022, ‘Unraveling the Mechanism to Develop Health Consciousness from Organic Food: A Cross Comparison of Brazilian and Spanish Millennials’, British Food Journal, vol. 124, no. 1, pp. 197-220, <https://doi.org/10.1108/BFJ-10-2020-0952>.
Kamyab, A., Bijani, M., Jormand, H., Harsini, P.A. and Jeihooni, A.K. 2024, ‘Education Based on the Theory of Planned Behavior to Improve Medication Regimen Adherence, Hope, and Marital Quality in Patients with Substance Use Disorder’, BMC Public Health, vol. 24, e3173, <https://doi.org/10.1186/s12889-024-20651-1>.
Kara, A. and Min, M.K. 2024, ‘Gen Z Consumers’ Sustainable Consumption Behaviors: Influencers and Moderators’, International Journal of Sustainability in Higher Education, vol. 25, no. 1, pp. 124-142, <https://doi.org/10.1108/IJSHE-08-2022-0263>.
Khalid, B. 2021, ‘Entrepreneurial Insight of Purchase Intention and Co-Developing Behavior of Organic Food Consumption’, Polish Journal of Management Studies, vol. 24, no. 1, pp. 142-163, <https://doi.org/10.17512/pjms.2021.24.1.09>.
Kim, Y. J., Njite, D. and Hancer, M. 2013, ‘Anticipated Emotion in Consumers’ Intentions to Select Eco-Friendly Restaurants: Augmenting the Theory of Planned Behavior’, International Journal of Hospitality Management, vol. 28, no. 4, pp. 563-573, <https://doi.org/10.1016/j.ijhm.2013.04.004>.
Kirmani, M.D., Shahzad, N., Ahmad, A., Uddin, S.M. F., Ayyub, S. and Adil, M. 2022, ‘Socio-Environmental Considerations and Organic Food Consumption: An Empirical Investigation of the Attitude of Indian Consumers’, Food Quality and Preference, vol. 100, e104604, <https://doi.org/10.1016/j.foodqual.2022.104604>.
Kline, R.B. 2023, Principles and Practice of Structural Equation Modeling, Fifth Edition, New York: Guilford Press.
Koklic, M.K., Golob, U., Podnar, K. and Zabkar, V. 2019, ‘The Interplay of Past Consumption, Attitudes and Personal Norms in Organic Food Buying’, Appetite, vol. 137, pp.27-34, <https://doi.org/10.1016/j.appet.2019.02.010>.
Kushwah, S., Dhir, A., Sagar, M. and Singh, A. 2019, ‘Determinants of Organic Food Consumption: A Systematic Literature Review on Motives and Barriers’, Appetite, vol. 143, e104402, <https://doi.org/10.1016/j.appet.2019.104402>.
Lee, W-C.J., Shimizu, M., Kniffin, K. M. and Wansink, B. 2013, ‘You Taste What You See: Do Organic Labels Bias Taste Perceptions?’, Food Quality and Preference, vol. 29, no. 1, pp.33-39, <https://doi.org/10.1016/j.foodqual.2013.01.010>.
Li, Y. and Shan, B. 2025, ‘Exploring the Role of Health Consciousness and Environmental Awareness in Purchase Intentions for Green Packaged Organic Foods: An Extended TPB Model’, Frontiers in Nutrition, vol. 12, e1528016, <https://doi.org/10.3389/fnut.2025.1528016>.
Lim, Y.J., Perumal, S. and Ahmad, N. 2019, ‘The Antecedents of Green Car Purchase Intention Among Malaysian Consumers’, European Journal of Business & Management Research, vol. 4, no. 2, <https://doi.org/10.24018/ejbmr.2019.4.2.27>.
Lo, A., King, B.E.M. and Mackenzie, M., 2020, ‘Segmenting Chinese Millennial Restaurant Customers: A Lifestyle and Health and Environmental Consciousness Approach’, Journal of China Tourism Research, vol. 16, no. 2, pp.183-213, <https://doi.org/10.1080/19388160.2019.1604281>.
Lou, X. and Li, L.M.W. 2021, ‘The Relationship between Identity and Environmental Concern: A Meta-Analysis’, Journal of Environmental Psychology, vol.76, p.101653, <https://doi.org/10.1016/j.jenvp.2021.101653>.
Lu, L. and Gursoy, D. 2017, ‘Does Offering an Organic Food Menu Help Restaurants Excel in Competition? An Examination of Diners’ Decision Making’, International Journal of Hospitality Management, vol. 63, pp.72-81, <https://doi.org/10.1016/j.ijhm.2017.03.004>.
Martin, G., Reilly, K., Everitt, H. and Gilliland, J.A. 2022, ‘The Impact of Climate Change Awareness on Children’s Mental Well Being and Negative Emotions – A Scoping Review’, Child and Adolescent Mental Health, vol. 27, no. 1, pp. 59-72, <https://doi.org/10.1111/camh.12525>.
Miao, L. and Wei, W. 2013, ‘Consumers’ Pro-Environmental Behavior and the Underlying Motivations: A Comparison Between Household and Hotel Settings’, International Journal of Hospitality Management, vol. 32, pp.102-112, <https://doi.org/10.1016/j.ijhm.2012.04.008>.
Montelius, C., Erlandsson, D., Vitija, E., Stenblom, E.-L., Egecioglu, E. and Erlanson-Albertsson, C. 2016, ‘Corrigendum to Body Weight Loss, Reduced Urge for Palatable Food and Increased Release of GLP-1 Through Daily Supplementation with Green-Plant Membranes for Three Months in Overweight Women’, Appetite, vol. 96, pp. 645-646, <https://doi.org/10.1016/j.appet.2015.09.002>.
Mustafa, M. 2017, Qualitative Research Methods: A Practical Guide, Lahore: Ilmi Publishers.
Namkung, Y. and Jang, S. 2016, ‘Are Consumers Willing to Pay More for Green Practices at Restaurants?,’ Journal of Hospitality & Tourism Research, vol. 41, no. 3, pp.329-356, <https://doi.org/10.1177/1096348014525632>.
Oliveira, C.P. de and Sousa, B.M. 2020, ‘Green Consumer Behavior and its Implications on Brand Marketing Strategy’, In: Green Marketing as a Positive Driver Toward Business Sustainability, Hershey, PA: IGI Global, pp. 69-95, <https://doi.org/10.4018/978-1-5225-9558-8.ch004>.
Pearson, D., Henryks, J. and Jones, H. 2011, ‘Organic Food: What We Know (and Do Not Know) about Consumers’, Renewable Agriculture and Food Systems, vol. 26, no. 2, pp. 171-177, <https://doi.org/10.1017/S1742170510000499>.
Poulston, J. and Yiu, A. 2011, ‘Profit or Principles: Why Do Restaurants Serve Organic Food?’, International Journal of Hospitality Management, vol. 30, no. 1, pp.184-191.
Rakhshani, T., Asadi, S., Kashfi, S.M., Sohrabi, Z., Kamyab, A. and Jeihooni, A.K. 2024, ‘The Effect of Education Based on the Theory of Planned Behavior to Prevent the Consumption of Fast Food in a Population of Teenagers’, Journal of Health, Population and Nutrition, vol. 43, e147, <https://doi.org/10.1186/s41043-024-00545-6>.
Saracevic, S., Schlegelmilch, B.B. and Wu, T. 2022, ‘How Normative Appeals Influence Pro Environmental Behavior: The Role of Individualism and Collectivism’, Journal of Cleaner Production, vol. 344, p.131086, <https://doi.org/10.1016/j.jclepro.2022.131086>.
Shin, Y.H., Im, J., Jung, S.E. and Severt, K. 2019, ‘Motivations Behind Consumers’ Organic Menu Choices: The Role of Environmental Concern, Social Value, and Health Consciousness’, Journal of Quality Assurance in Hospitality and Tourism, vol. 20, no. 1, pp.107-122, <https://doi.org/10.1080/1528008X.2018.1483288>.
Singelis, T.M., Triandis, H.C., Bhawuk, D.P.S. and Gelfand, M.J. 1995, ‘Horizontal and Vertical Dimensions of Individualism and Collectivism: A Theoretical and Measurement Refinement’, Cross-Cultural Research, vol. 29, no. 3, pp.240-275, <https://doi.org/10.1177/106939719502900302>.
Snyder, H. 2019, ‘Literature Review as a Research Methodology: An Overview and Guidelines’, Journal of Business Research, vol. 104, pp. 333-339, <https://doi.org/10.1016/j.jbusres.2019.07.039>.
Soomro, R.B., Mirani, I.A., Ali, M.S. and Soomro, M. 2020, ‘Exploring the Green Purchasing Behavior of Young Generation in Pakistan: Opportunities for Green Entrepreneurship’, Asia Pacific Journal of Innovation and Entrepreneurship, vol. 14, no. 3, pp. 289-302, <https://doi.org/10.1108/APJIE 12 2019 0093>.
Steg, L. and Vlek, C.A.J. 2009, ‘Encouraging Pro-Environmental Behaviour: An Integrative Review and Research Agenda’, Journal of Environmental Psychology, vol. 29, no. 3, pp. 309-317, <https://doi.org/10.1016/j.jenvp.2008.10.004>.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S. and Salo, J. 2020, ‘Why Do People Buy Organic Food? The Moderating Role of Environmental Concerns and Trust’, Journal of Retailing and Consumer Services, vol. 57, p.102247, <https://doi.org/10.1016/j.jretconser.2020.102247>.
Tarkiainen, A. and Sundqvist, S. 2005, ‘Subjective Norms, Attitudes and Intentions of Finnish Consumers in Buying Organic Food’, British Food Journal, vol. 107, no. 11, pp.808-822, <https://doi.org/10.1108/00070700510629760>.
Triandis, H.C. 2001, ‘Individualism-Collectivism and Personality’, Journal of Personality, vol. 69, no. 6, pp. 907-924, <https://doi.org/10.1111/1467-6494.696169>.
Wang, J., Pham, T.L. and Dang, V.T. 2020, ‘Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity’, International Journal of Environmental Research and Public Health, vol. 17, no. 3, p.850, <https://doi.org/10.3390/ijerph17030850>.
Wang, X., Pacho, F., Liu, J. and Kajungiro, R. 2019, ‘Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge’, Sustainability, vol. 11, no. 1, p.209, <https://doi.org/10.3390/su11010209>.
Wood, B., Williams, O., Nagarajan, V. and Sacks, G. 2021, ‘Market Strategies Used By Processed Food Manufacturers to Increase and Consolidate their Power: A Systematic Review and Document Analysis’, Global Health, vol.17, no. 1, p.17, <https://doi.org/10.1186/s12992-021-00667-7>.
Yadav, R. and Pathak, G.S. 2016, ‘Intention to Purchase Organic Food among Young Consumers: Evidences from a Developing Nation’, Appetite, vol. 96, pp. 122-128, <https://doi.org/10.1016/j.appet.2015.09.017>.
Zafar, S., Aziz, A. and Hainf, M. 2020, ‘Young Consumer Green Purchase Behavior’, International Journal of Marketing Research Innovation, vol. 4, no. 1, pp.1-12, <https://doi.org/10.1108/APJIE 12 2019 0093>.
Zhang, L., Nie, Q., Luo, Y. and Zhang, Y. 2018, ‘Health Consciousness, Price, and Organic Food Purchase Intention: A Moderated Mediation Model’, International Journal of Environmental Research and Public Health, vol. 15, no. 12, p.2914, <https://doi.org/10.3390/ijerph15122914>.
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Sadia Farooq, Saira Ahmed
This work is licensed under a Creative Commons Attribution 4.0 International License.
