Enhancing organic food identity through green marketing in Thailand: Mediating role of environmental, health, and social consciousness
Enhancing organic food identity through green marketing in Thailand: Mediating role of environmental, health, and social consciousness
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泰国通过绿色营销增强有机食品身份：环境、健康和社会意识的中介作用
DOI：
10.1002/wfp2.12009
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发表时间：
2019
期刊：
影响因子：
--
通讯作者：
Mohammed Dawabsheh
中科院分区：
文献类型：
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作者：
K. Jermsittiparsert;M. Haseeb;Mohammed Dawabsheh
绿色营销正在彻底改变包括有机食品行业在内的商业的各个方面。几年前，消费者很难认同有机食品，但随着绿色营销意识的发展，他们正在大量消费有机食品。本研究的目的是检验绿色营销对有机食品身份的影响，并探讨环境、健康和社会意识在这三者关系中的中介作用。泰国正在成为有机食品的最大消费国之一，本研究通过问卷调查收集了308名居民的数据。结构方程模型的结果表明，绿色营销增强有机食品的身份，而社会和健康意识显着中介之间的关系。然而，环境意识在绿色行销与有机食品认同关系中的中介作用并不显著。这项研究的独创性是在中介作用的意识层面，这是以前没有观察到的。这项研究的意义是食品消费者，有机食品制造商和泰国政府。
Green marketing is revolutionizing all aspects of business including organic food industry. Few years back, it was hard for consumers to identify themselves with organic food but with a developed consciousness through green marketing, they are consuming such food in a larger quantity. The purpose of this study was to check the impact of green marketing on organic food identity and also to see the mediating roles of environmental, health, and social consciousness in this respective relationship. Thailand is emerging as one of the largest consumers of organic food and this study has collected data from its 308 residents through questionnaire‐based survey. The results of structural equation modeling have shown that green marketing enhances organic food identity while social and health consciousness significantly mediate the relationship between them. However, the mediating role of environmental consciousness was observed insignificant in the relationship between green marketing and organic food identity. Originality of this study is in the mediating roles of consciousness dimensions which were not observed previously. Implications of this study are for food consumers, organic food manufacturers and the government of Thailand.