Pathways to Consumer Wellbeing through Organic Food Consumption

Abstract

This research examines how basic psychological need satisfaction (Consumer Autonomy Satisfaction, Consumer Competence Satisfaction, and Consumer Relatedness Satisfaction) influences consumer well-being in the organic food sector, focusing on Lithuania. Based on data from 400 organic consumers analyzed using PLS-SEM, this study found that Consumer Autonomy Satisfaction has a significant positive effect on both self-congruity and organic food authenticity. The experience of Consumer Competence Satisfaction strengthens self-congruity but not organic food authenticity, while the experience of Consumer Relatedness Satisfaction boosts authenticity only when traceability knowledge is present. Organic food authenticity has the strongest direct effect on both hedonic and eudaimonic well-being, challenging its hygiene factor role. Self-congruity mediates all three need satisfaction experiences into well-being. By linking the effects of need satisfaction experiences on consumer well-being, the study contributes to the development of Self-Determination Theory. It repositions perceived authenticity as a primary driver of well-being and redefines traceability as a psychological enabler of social connection. The results provide reflective knowledge for marketers and policymakers aiming to implement changes in organic food markets to encourage innovation.