...’ specific stimuli, such as environmental concern, health consciousness and food safety concerns, positively motivate consumers’ attitudes. Also, product-specific stimuli such as nutritional content and awareness of OFPs positively affect the attitude of the consumers. Surprisingly, price fairness...

... strategies to increase the consumption of organic food products. Originality/value The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role...

...’ environmental concern and explore the circumstances under which such a strategy affects performance. Design/methodology/approach The authors examined 64 Iranian export companies, which adopted sustainability marketing strategies across seven different industries. Achieved data are analyzed using a structural...