A Comparison of Motivational Patterns in Sustainable Food Consumption between Pakistan and Finland: Duties or Self-Reliance?. Issue 5 (20th October 2021)

• Record Type: Journal Article
• Authors: Rahman, Saleem ur; Luomala, Harri
• Is Part Of: Journal of international food & agribusiness marketing. Volume 33:Issue 5(2021)
• Page Start: 459
• Page End: 486
• Publication Date: 2021-10-20
• Subjects: Consumption motivation -- culture -- horizontal individualism -- life goals -- organic food -- sustainability -- vertical collectivism; Food supply -- Periodicals; Food -- Marketing -- Periodicals; Food industry and trade -- Periodicals; 338.10688
• DOI: 10.1080/08974438.2020.1816243
• Languages: English
• ISSNs: 0897-4438

Abstract

Abstract: This research explores organic food consumption motivations in Pakistan and Finland. It links the findings to life goals typifying vertically collectivistic and horizontally individualistic cultures in order to produce a fuller understanding of cross-country variation in sustainable consumption. This study employs a means-end chain methodology, using a hard-laddering technique in Pakistan ( n = 101) and Finland ( n = 193) to collect the data. The key implications are that organic food choice motivations both converge and diverge between these countries and that culturally shaped life goals can be used to enrich their interpretation and advance theory building in further research.