The organic path to holistic wellbeing: exploring the role of consumer self-Advocacy, perceived ease of access and perceived health benefits on organic food consumption

Cultivating a healthier and more fulfilling lifestyle extends beyond dietary choices. It encompasses a holistic approach to wellbeing wherein the desire for better health and overall wellbeing acts as a strong driver in the food market. The purpose of the study is to examine the role of consumer self-advocacy, perceived health benefits, and perceived ease of access on organic food consumption, which in turn influences the emotional, social, and physical wellbeing of a consumer. Additionally, the mediating role of organic food consumption was investigated. Utilising a purposive sample approach, a questionnaire survey was used to gather information from 500 Indian organic consumers. Consumer self-advocacy, perceived ease of access, and perceived health benefits were found to have a significant impact on organic food consumption. Also, social, mental and physical wellbeing improved with the consumption of organic food. Moreover, the association between consumer self-advocacy, perceived ease of access, perceived health benefits, and the holistic dimensions of physical, emotional, and social wellbeing is mediated by organic food consumption. The paper contributes to the existing literature on health and wellbeing by providing valuable implications for public health initiatives and marketing strategies aimed at promoting healthier lifestyle.