The current research investigates the role of social influence on pessimistic consumers' approach toward organic food consumption using the self-focused regulations theoretical framework. It also examines the mediating and moderating role of environmental concern and social influence on the proposed relationships, respectively. An e-survey was conducted on 300 Indian consumers. The findings reveal that pessimistic consumers do not typically consume organic food. However, they have a strong concern for the environment, which, in turn, is likely to change them into optimistic consumers who begin to consume organic foods. Further, social influence significantly motivates pessimistic consumers to adopt organic foods and reduces the concern-behavior gap. The study provides significant implications for organic food marketers and retailers.

中文翻译：

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社会影响会让悲观的消费者变绿吗？

目前的研究使用以自我为中心的监管理论框架，调查了社会影响对悲观消费者对有机食品消费的影响。它还分别检查了环境问题和社会影响对拟议关系的中介和调节作用。对 300 名印度消费者进行了电子调查。调查结果显示，悲观的消费者通常不会食用有机食品。然而，他们对环境有着强烈的关注，这反过来很可能将他们转变为开始食用有机食品的乐观消费者。此外，社会影响显着促使悲观的消费者采用有机食品并缩小关注行为差距。该研究对有机食品营销商和零售商具有重要意义。