Determinants of organic food purchase intention: the moderating role of health consciousness

Devi, Kritika and Singh, Gurmeet and Roy, Sanjit and Cúg, Juraj (2023) Determinants of organic food purchase intention: the moderating role of health consciousness. British Food Journal, NA . NA. ISSN 0007-070X

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Abstract

Purpose – The purpose of this study is to understand the effects of self-risk perception and health consciousness on the intention to purchase organic food. The study also explored external factors, such as social networking, culture and their impact on attitude, self-risk perception and purchasing organic food.
Design/methodology/approach – This study uses a quantitative research method to collect data from New Zealand and Fiji (N5701). The data analysis used the partial least squares path modeling technique (PLS-PM) to test the proposed model.
Findings – The empirical results revealed that self-risk perception positively influenced organic food intention. The results show that the health consciousness level strengthens the relationship between self-risk perception, beliefs, values and purchase intention. The health consciousness level dampens the relationship between social networking and purchase intention.
Research limitations/implications – The findings of this study provide valuable insights into the guidance and promotion of Fijian and New Zealand’s organic food industry. This study enables marketers to develop health-related promotional tactics to stimulate organic food sales. It gauges organic food promoters to use social media-oriented consumer networking to spread health awareness swiftly.
Originality/value – This comprehensive study extends the literature by scrutinizing the profundity of selfrisk
perception and health consciousness in influencing and explaining consumers’ purchase intentions. Aside
from ample growth in the study of organic food purchase intention, which commonly replicates simple relationships, this study ascertains deeper meaning and new relationships to understand the moderating role of health consciousness levels in organic food studies, expanding the theory of planned behavior.

Item Type:	Journal Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology
Divisions:	School of Business and Management (SBM)
Depositing User:	Gurmeet Singh
Date Deposited:	19 Sep 2023 03:15
Last Modified:	19 Sep 2023 03:15
URI:	https://repository.usp.ac.fj/id/eprint/14189

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