A STUDY ON PERCEIVED SEVERITY, BENEFITS AND BARRIERS, SOCIAL IDENTITY AND SOCIALLY RESPONSIBLE FOOD CONSUMPTION OF CONSUMERS

Consumers are the focal point in socially responsible or sustainable consumption of food products and it is highly significant in economic, social and environmental perspectives of consumers and nowadays they are highly concentrating on consumption of quality and environmentally sustainable food products. The analysis reveals that perceived benefits and perceived severity are positively and significantly influencing socially responsible food consumption, while, perceived barriers is negatively and significantly influencing socially responsible food consumption of consumers. Perceived benefits have significant, positive and direct influence on social identity of consumers, while, perceived barriers and perceived severity have negative, significant and direct influence on social identity of consumers, while, social identity has significant, positive and direct influence on socially responsible food consumption of consumers. Thus, the findings proved 6 hypotheses of this study.


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