Do normative triggers and motivations influence the intention to purchase organic food? An application of the goal-framing theory

Purpose Human health, food safety and environmental concerns are growing issues for policymakers, firms and the general public. Food without chemicals and pesticides is healthy for the human body and hence, relevant motives to promote organic food consumption needs to be explored. This study used three motivational factors, i.e. hedonic, gain and normative motivations proposed by goal-framing theory (GFT) that affect sustainable consumption. Considering the local scenario, constructs like normative triggers and knowledge have also been incorporated into the model. Therefore, this study attempts to explore whether normative triggers and motivations influence the intention to purchase organic food with the application of GFT Design/methodology/approach Data were collected from 467 consumers using the purposive sampling technique. The span of the collection of data collection was around five months. Partial least square structural equation modeling (PLS-SEM) has been applied and after checking the validity and reliability indicators, bootstrapping has been used for hypotheses testing. Findings All the motivational factors were found significant and positive to consumers' intentions toward organic food. Moreover, normative triggers also influence intentions. The construct knowledge was not found in a direct relationship with intentions; however, a moderating role was established between gain motivations and intentions. Research limitations/implications The study validated and extended the concepts presented in the GFT. Motivational constructs were found important and can be implied in low-cost product categories. The policymakers are suggested to take appropriate measures, based on empirical results. Originality/value The study provides an understanding of motivational factors, normative triggers and knowledge in the organic food consumption extent. This will help administrative authorities, marketers and producers of organic food in making their policies, communication strategies and production preferences.