Does social influence turn pessimistic consumers green?
研究社会影响如何通过环境关注改变悲观消费者的有机食品消费行为，发现社会影响能显著缩小关注与行为之间的差距，对有机食品营销者有用。
Abstract The current research investigates the role of social influence on pessimistic consumers' approach toward organic food consumption using the self‐focused regulations theoretical framework. It also examines the mediating and moderating role of environmental concern and social influence on the proposed relationships, respectively. An e‐survey was conducted on 300 Indian consumers. The findings reveal that pessimistic consumers do not typically consume organic food. However, they have a strong concern for the environment, which, in turn, is likely to change them into optimistic consumers who begin to consume organic foods. Further, social influence significantly motivates pessimistic consumers to adopt organic foods and reduces the concern‐behavior gap. The study provides significant implications for organic food marketers and retailers.