Antecedents of Environmental Concerns in Higher Education Institutions: Mediating Role of Attitudes Towards Organic Food
DOI:
https://doi.org/10.59926/jodprp.vol09/02Keywords:
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.
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