Khan, Kamran; Iqbal, Sobia; Riaz, Kashif; Hameed, Irfan - In: Cogent business & management 9 (2022) 1, pp. 1-17
The household spending of Pakistani consumers on sustainable food consumption has continued to remain low. Hence, the present study used the goal-framing theory to explore the consumer's motivational factors that derive sustainable consumption of organic food. Drawing on survey data of 488...