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Assessment of Social Transmission of Food Preferences Behaviors
Published on: January 25, 2018
How generativity affects organic dining intention: Case study of Shanghai
Yu Pan1, Jian Ming Luo1, Jiajia Xu1,2
1Faculty of International Tourism and Management, City University of Macau, Macau, Macau SAR, China.
Generativity, a concern for future generations, directly boosts organic dining intentions by shaping environmental attitudes. This effect is stronger in older individuals, highlighting its importance for sustainable food choices.
Area of Science:
- Environmental Psychology
- Consumer Behavior
- Sustainable Food Systems
Background:
- Growing environmental concerns are increasing demand for organic food.
- Limited research exists on the drivers of organic dining intention.
- Generativity (care for future generations) is a potential factor influencing sustainable choices.
Purpose of the Study:
- To examine the influence of generativity on organic food attitudes and dining intentions.
- To investigate the mediating roles of environmental concern and attitude toward organic food.
- To explore the moderating effect of age on these relationships.
Main Methods:
- A quantitative study involving 418 respondents in Shanghai.
- Data collected via face-to-face surveys.
- Partial Least Squares Structural Equation Modeling (PLS-SEM) used for analysis.
Main Results:
- Generativity directly impacts environmental concerns, organic food attitudes, and dining intentions.
- Environmental concerns and organic food attitudes mediate the relationship between generativity and dining intention.
- Age moderates the influence of generativity, with older individuals showing a stronger positive effect on environmental concerns and organic food attitudes.
Conclusions:
- Generativity is a significant predictor of organic dining intention, operating through environmental concern and attitude.
- Interventions promoting generativity may enhance organic food consumption.
- The findings underscore the importance of considering generational perspectives in sustainable food marketing and policy.
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