Introducing “warm glow” as a key psychological motive on consumer willingness to consume organic food: A study of ethical consumption behaviour

There has been an upsurge of purchasing of green products in Indonesia in recent years, accompanied by increasing consumer expectations as regards the value of the products they consume.This study shows that one of the key factors influencing consumer attitudes and willingness to consume (WTC) organic foods is the warm glow effect, whereas altruistic and egoistic values were previously put forward as the main drivers of organic consumption.This study applied a partial least squares structural equation model (PLS-SEM) to 337 Indonesian respondents.The findings show that while altruistic and egoistic values influence consumer behaviour, the warm glow motive provides additional benefits for consumers of organic food.These findings have both theoretical and practical implications. © 2025 The Authors.