The Effect of Digital Communication on Health-Oriented Purchases of Sustainable Grocery Products: An SOR Theory Approach

Abstract

The use of digital communication plays an essential part in advancing sustainability and involving a various stakeholders. However, effective methods for determining customers' behavioural intention towards sustainable food information are still being researched. In the stimulus–organism–response model, we examine the significance of marketing communication methods for sustainable food on behavioural intentions. Using research on marketing communication, sustainable food values and hedonic and utilitarian attitude information, we investigated effect on behavioural intention. Analyzing using the Pls SEM 385 responses from Delhi NCR, consumers of sustainable dairy products, we found that hedonic attitudes, significantly influence behavioural intention. Marketing communication channel for and  utilitarian attitude also effect behavioural intention. Future research could explore various communication channel and include other sustainable food products.