LAUSR

Abstract This study investigated the factors driving ethical consumption intentions and choice behavior among community-based buyers and non-buyers using the theory of consumption values. The moderating influence of buying involvement and environment concerns on all the studied relationships was also examined. Data were collected using structured questionnaire survey at different organic farmers' markets. A total of 282 community-centric organic buyers and 170 non-buyers participated in the study. Structural equation modelling approach was employed for data analysis. The results indicated the significant association of social, emotional, and epistemic values with ethical consumption intentions. Epistemic value was identified as the most important influencer towards both ethical consumption and choice behavior. Buyers and non-buyers were not significantly different. However, consumers with varying levels of environmental concerns were statistically different when it came to the associations of epistemic and price-related functional values and ethical consumption intentions. The study results could be utilized by managers and practitioners to target this niche market and promote organic food among the mainstream market. This may, in turn, lead to increased adoption of the cleaner production practices in terms of organic farming, which is beneficial for both people and the planet.