TY - JOUR EP - 1275 N2 - Purpose: The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumersâ?? attitudes and purchasing intentions toward organic food brands. Design/methodology/approach: Given the importance of culture on customersâ?? decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling. Findings: The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customersâ?? purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers. Originality/value: This study provides an understanding of customersâ?? sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customersâ?? behavior. © 2022, Emerald Publishing Limited. JF - Social Responsibility Journal VL - 19 AV - none ID - scholars18389 SN - 17471117 TI - The role of consciousness in sustainable food consumption: a cultural comparison Y1 - 2023/// A1 - Ahn, J. A1 - Shamim, A. N1 - cited By 2 IS - 7 SP - 1263 PB - Emerald Publishing UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85137928636&doi=10.1108%2fSRJ-04-2022-0177&partnerID=40&md5=a803692ad1534b340aae078332d00111 ER -