The present research aims to extend the value-belief-norm model by including health values, health consciousness, healthy eating beliefs, and trust in organic food as the impelling factors. This study empirically tested the holistic framework to understand the important factors in consumers' decision-making processes concerning organic food consumption. A web-based survey was performed to collect data from a convenience sample of 571 organic food consuming university students in China. The hypotheses were tested using partial least square structural equation modelling (PLS-SEM). Based on the findings, health values and health consciousness had substantial impacts on healthy eating beliefs, which in turn positively affected personal norms and awareness of consequences. Additionally, awareness of consequences and ascription of responsibility had major effects on personal norms. Likewise, personal norms and trust in organic food had a profound influence on the intention to consume organic foods, which in turn significantly induced actual consumption. The findings not only provide novel insights for researchers to understand the aspects of organic food consumption but present a guideline for marketers to develop appropriate marketing tactics to grow the organic food business. This study recommends that policymakers should focus on increasing the awareness and knowledge of organic food, encouraging organic food production, and prioritising campaigns showcasing the unique health benefits of organic food to stimulate increased consumption.
This quantitative study investigates the relationships of green human resource management (GHRM) practices (e.g., green training and involvement, green recruitment, green performance management and compensation, and green transformational leadership) on green organizational culture and pro-environmental behavior, and the moderating role of green social capital and green values. This study adopts a cross-sectional design and collects quantitative data from 232 respondents working in top-to middle-level managerial positions in medium and large enterprises using a questionnaire survey after obtaining a list of companies from the Securities and Exchange Commission of Lahore, Rawalpindi, and Multan in Pakistan, applying the snowball sampling technique. A combined approach including partial least squares structural equation modeling and necessary condition analysis is employed to unravel the underlying mechanism between GHRM practices, green organizational culture, and pro-environmental behavior using Smart PLS version 4. The findings reveal that green transformational leadership (β = 0.267, p