Managing subjective well‐being of organic food consumers through sustainability orientation, environmental consciousness, and skepticism in Thailand: Mediating role of organic food consumption

• Author: Parinya Siriattakul,Khajornsak Thaiprayoon,Ahmad Harakan
• DOI: http://doi.org/10.1002/wfp2.12011
• Published date: 01 November 2019
• Date: 01 November 2019

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wileyonlinelibrary.com/journal/wfp2 World Food Policy. 2019;5:92–109.

© 2019 Policy Studies Organization

DOI: 10.1002/wfp2.12011

ORIGINAL ARTICLE

Managing subjective well-being of organic food

consumers through sustainability orientation,

environmental consciousness, and skepticism

in Thailand: Mediating role of organic food

consumption

ParinyaSiriattakul1

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KhajornsakThaiprayoon2

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AhmadHarakan3

1School of Psychology, University of

Queensland, Qld, Australia

2Command and General Staff College,

Thailand

3Faculty of Social and Political Science,

Muhammadiyah University of Makassar,

Makassar, Indonesia

Correspondence

Parinya Siriattakul, School of Psychology,

University of Queensland, Australia.

Email: siriattakul@hotmail.com

Abstract

Subjective well-being of consumers is turned out to be a

modern and the most important issue for green marketers.

World's food policy which is mostly revolving around con-

sumption of organic food is also making well-being a center

piece of all its discussions. This study has contributed by

checking the impact of consumer sustainability orientation

(CSO), skepticism and environmentally conscious purchase

behavior (ECPB) on subjective well-being of consumers in

mediating role of organic food consumption. A quantitative

methodology was adopted in which questionnaires were

filled by 314 respondents of Thailand. Survey results have

revealed that CSO, skepticism and ECPB have a significant

impact on subjective well-being of consumer and organic

food consumption is also significantly mediating these re-

lationships. No previous study has checked the mediating

role of organic food consumption in Thailand's and respec-

tive variables’ setting. This study can be beneficial for or-

ganic food industry as it can generate potential benefits for

consumers.

KEYWORDS

consumer sustainability orientation, environmental consciousness, food

policy, organic food consumption, skepticism, subjective well-being

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SIRIATTAKUL eT AL.

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INTRODUCTION

Health and well-being are terms found in an expansive scope of writing, for example, economics, so-

ciology, food marketing, and general social editorial. These terms are frequently utilized in settings

that incorporate mental, physical and enthusiastic well-being just as more extensive increasingly elu-

sive parts of life fulfillment, for example, satisfaction (Nuttavuthisit & Thøgersen, 2017). The terms

well-being and prosperity are additionally utilized pervasively and dynamically in well-being practice

(Nuttavuthisit & Thøgersen, 2017). In essence on subjective well-being (Wong et al., 2016) very well

demonstrate about well-being is an expansive field which has been examined from a wide range of

points of view. For instance, there are contemplates which characterize well-being as far as full-scale

economic factors, social well-being, or sound environmental practices (Mehta & Chahal, 2018). Such

methodologies work from the possibility that individuals are in an ideal situation when living with

a steady economy and a sound social and biological condition (Nuttavuthisit & Thøgersen, 2017).

Maybe the most broadly considered way to deal with investigating well-being is the field of abstract

well-being. Pavot, Diener, Oishi, and Tay (2018) have noticed that, as of late, more than 10,000 articles

for every year have been distributed on the theme of subjective well-being. This methodology sees in-

dividuals' own view of their prosperity. They investigate both whether individuals believe that they are

progressing nicely (intellectual prosperity) and whether they feel great now in their life (emotional pros-

perity). The different ways to deal with considering prosperity need not be unmistakable (Hasanpoor

& Mashayekh, 2017). For instance, Pavot et al. (2018) recommended that proportions of subjective

well-being be incorporated close by increasingly customary financial measures to survey full scale

monetary well-being.

Literature shows thatconsumer use various kinds of items to fulfill needs and wants (Solomon,

2013) through different mental and physical procedures related with basic leadership. These pro-

cedures include exercises, for example, the quest for, choice and acquisition of items that would

fulfill distinguished needs, alongside the assessment and discarding items after use (Apaolaza,

Hartmann, D'Souza, & López, 2018; de Medeiros & Ribeiro, 2017; Mpinganjira, Roberts-

Lombard, & Svensson, 2017). Consumer decision making include various degrees of inclusion and

frequently different buys are made without much earlier idea (Mpinganjira et al., 2017; Pavot et

al., 2018). Such unreasoned buys are regularly credited to globalization that undeniably opens pur-

chasers to a bounty of stores, items, commercials and encounters seeking the use of the shopper,

which on the whole impact the way where choices are made just as the multifaceted nature of de-

cisions. Well-being and wellness of a person have a direct linked with organic food consumption.

Apaolaza et al. (2018) illustrate that an expanding stream of research looks at how nourishment

choice making impacts well-being and prosperity. Well-being is a wide idea coming up short on a

remarkable definition. Assessing how consumers see well-being in a nourishment-related setting,

Ares, De Saldamando, Giménez, and Deliza's (2014), Ares et al.'s (2015). To extent more Afzal,

Williams, Leng, and Aldridge (2011) determined that the environment has risen as a hot issue

for social orders, governments, notwithstanding business associations. Its noteworthiness begins

from raising natural corruption, for example, strong squanders, ozone exhaustion, an unnatural

weather change, and air contamination (Perić, Vasić-Nikčević, & Vujić, 2017). It is seen that var-

ious exercises of business associations like sourcing, assembling, coordination's, and showcasing

negatively affect the earth and furthermore considered to be the wellspring of a large portion of the

ecological issues (Khidir ElTayeb, Zailani and Jayaraman, 2010). However, ecological decimation

has consistently been a piece of the human story. All through time, individuals' well-being, both

on the individual and the network level have been influenced through ecological issues (Thao, Van

Anh, & Han, 2017).