Abdullah Al Mamun

Sep 20, 2024 | nature.com | Tong Hu |Abdullah Al Mamun |Mohammad Reza |Qing Yang |Mengling Wu

This study examines the factors influencing organic food consumption and willingness to pay premium prices in the context of an emerging economy. The extended attitudinal behavior-scenario model, rooted in Signaling theory, served as the foundation for the proposed model. A convenience sample of 470 young Chinese consumers was collected through online and offline surveys. Partial least squares structural equation modeling was used to test the hypothesized relationships. The results reveal that consumers’ environmental concern, environmental values, value perception, price sensitivity, and green promotion significantly affect their attitudes toward organic food. In addition, consumers’ health consciousness, value perception, price sensitivity, and green promotion demonstrate significant positive effects on their intention to consume organic food. Moreover, consumer attitude toward organic food substantially influences their intention to consume it. Similarly, consumer attitude, intention, and green psychological benefits significantly affect their willingness to pay premium prices for organic food. In addition, the indirect effects of consumer attitude toward organic food and intention to consume in the relationship between the factors and willingness to pay premium prices provide interesting findings. This study offers valuable guidance for policymakers in developing appropriate strategies to expand the organic food market and provides a solid foundation for future research on organic food consumption. This study suggests that policymakers should concentrate on enhancing awareness and knowledge of organic food, promoting organic food production, and prioritizing campaigns that emphasize the exceptional health advantages of organic food to encourage greater consumption.

Jul 29, 2024 | nature.com | Qing Yang |Abdullah Al Mamun |Siyu Long |Jingzu Gao |Khairul Anuar Mohd Ali

This study explores the factors influencing university students’ social entrepreneurial intentions based on the values-beliefs-norms theory. Data were collected from 769 Chinese university students through online surveys. The hypotheses were tested using partial least squares-structural equation modeling. The results confirmed the positive influence of altruistic and traditional values on normative beliefs. Awareness of the consequences and attribution of responsibility had no significant effect on personal norms among university students, which have been discussed in-depth in relation to the phenomenon of inadequate student socialization due to closed-loop management policies at Chinese universities during the COVID-19 pandemic. Furthermore, the findings verified the positive and significant effects of personal, injunctive, and descriptive social norms on social entrepreneurship intentions. With the aim of promoting social entrepreneurship among university students and broadening the understanding of the phenomenon of social entrepreneurs, this study provides a favorable direction and expands the discussion on the topic. The results will help the government and universities foster more effective prosocial behaviors among university students.