1. A comparison of motivational patterns in sustainable food consumption between pakistan and finland: duties or self-reliance?
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- ur Rahman, Saleem (author) and Luomala, Harri (author)
- Format:
- Journal article
- Publication Date:
- 2020-09-08
- Published:
- United States: Routledge (Taylor & Francis Group)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12590
- Journal Title:
- Journal of International Food & Agribusiness Marketing
- Journal Title Details:
- Online
- Notes:
- 29pgs, 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.