Relationships between organic food experience and customers’ well-being: a cross-cultural study between America and India

Abstract

Although previous literature has examined customers’ organic product consumption behaviors, specific relationships between customers’ experiences with organic food and their well-being have not been examined, especially since the onset of COVID-19. Based on the theories of self-determination and congruence, a causal model of organic brand characteristics (i.e. warmth and competence), perceived congruence, and hedonic and eudaimonic well-being is developed. Partial least squares structural equation modeling (PLS-SEM) is used to test five research hypotheses. Primary data are based on an online consumer survey conducted in America and India. The results of PLS-SEM show that in both the American and Indian samples, customers’ perceived warmth and competence from certain organic brands have a positive impact on customers’ well-being by increasing their sense of similarity (identity) with organic brands. The findings of this study suggest that perceived congruence is closely related to well-being in customers. Further, different impacts of organic food brand characteristics on customers’ well-being in India and America are identified.