How generativity affects organic dining intention: Case study of Shanghai.

With people's concerns about the environment growing, the demand for organic food has increased. However, few studies have focused on organic dining intention. Therefore, this study examined generativity, which is defined as the direction and care for the growth of future generations through self-expanding forms, and its influence on attitude toward organic food, environment concern and dining intention. The moderating effect of age was also examined. A total of 418 responses were collected through a face-to-face survey from Shanghai respondents. PLS-SEM was utilized to verify the model and test the relationships among the constructs. The results show that generativity directly influences environmental concerns, attitudes toward organic food and dining intentions. Furthermore, environmental concerns and attitudes toward organic food are mediating variables for generativity to affect dining intentions. The older the age group, the more likely it is for generativity to have a positive influence on attitude toward organic food and environmental concerns. Theoretical and practical implications are also discussed in this study.