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What determines a positive attitude towards natural food products? An expectancy theory approach.
2021
Natural food products are becoming increasingly popular worldwide due to their health and environmental benefits. However, these products' increasing anecdotal popularity has not translated into their widespread adoption; in fact, demand for natural food products remains confined to a relatively small segment of consumers. Despite this, little is known about the facilitators and inhibitors of favourable attitude of consumers towards these products. Recognising this gap, our study employed the theoretical lens of expectancy theory to investigate these factors. Through an extensive review of the pro-environmental consumption literature, we identified four facilitating and inhibiting factors: …