Testing Sustainable Consumption Behavior in Italy and Pakistan

  • Muhammad Ishtiaq Ishaq Imperial College of Business Studies


The purpose of this empirical research is to determine the relative impact of food safety concern, ethical concern and health consciousness on the theory of planned behavior dimensions. Moreover, this study also ascertains the impact of the theory of planned behavior dimensions (attitude, subjective norms, and perceived behavioral control on repurchase intentions of organic food among Pakistan and Italian consumers. To collect the data from two culturally distinctive countries, a structured questionnaire is used to collect the data from 651 consumers living in Italy and Pakistan. As proposed by the researchers, measurements invariance tests are used to analyze the cultural differences (if any) and subsequently structural equation modeling is used to determine the study hypotheses. The study results revealed mix findings and demonstrated significant differences in Pakistani and Italian consumers.