What determines a positive attitude towards natural food products? An expectancy theory approach

Natural food products are becoming increasingly popular worldwide due to their health and environmental benefits. However, these products' increasing anecdotal popularity has not translated into widespread adoption; in fact, demand for natural remains confined a relatively small segment of consumers. Despite this, little is known about the facilitators inhibitors favourable attitude consumers towards products. Recognising this gap, our study employed theoretical lens expectancy theory investigate factors. Through an extensive review pro-environmental consumption literature, we identified four facilitating inhibiting factors: consciousness, concern, content price barrier. Our subsequent analysis responses collected from 357 existing United States confirmed statistically significant positive association consciousness with consumers' negative barrier To better understand overall dynamics associations, also examined moderation effect brand love image results revealed that moderates between while attitude. This study's findings make novel contribution research practice related product consumption.