DefinePK

Abstract

This study examines how attitudes towards organic food may act as a mediator in the relationship between environmental concern and health consciousness. It also looks at how collectivism directly affects environmental concerns. The study, which is based on the Theory of Planned Behaviour, advances theoretical knowledge by incorporating individual-level attitudes, behaviours, and beliefs into the analysis. It employed a quantitative cross-sectional research design and utilised Partial Least Squares Structural Equation Modeling (PLS-SEM) to test its hypotheses. Data was collected through purposive sampling from a sample of 201 employees working in Higher Education Institutions (HEIs) in Punjab, Pakistan. The results highlighted that attitudes towards organic food significantly mediates the relationship between health consciousness and environmental concerns. Furthermore, collectivism was found to significantly influence environmental concerns, reaffirming the cultural dimensions that shape pro-environmental behaviour. This study adds to the emergent literature on environmental psychology and sustainable consumer behaviour by elucidating the interconnection between individual health motivations and broader ecological outcomes. It reinforces the notion that decisions made to benefit personal health can have positive cascading effects on the environment, promoting a holistic view of sustainability. The findings of the study offer useful insights into relevant regulatory and policy making bodies for designing policies and tailoring adequate health and sustainability campaigns targeted towards promoting organic food consumption for better health and environmental outcomes.
JEL Classification Codes: I12, M14
Submitted: August 28, 2024Last Revised: July 29, 2025Accepted: September 10, 2025
Conflict of Interest: The Authors declared no Conflict of InterestFunding Acknowledgment: This research was funded by the University of the Punjab, Pakistan.