Work

Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity

Year: 2020

Type: article

Abstract: As purchase power and consumption knowledge increase, consumers gradually demand safer and healthier products. In addition, consumers focus greater attention on organic food. This study investigates the relationship between environmental consciousness and organic food purchase intention with the mediating roles of perceived food quality and price sensitivity. The objective is to shed new light on our understanding of consumers' perceptions and behavioral intentions toward organic food. Using sample data of 518 consumers in different food retailers in China, empirical results show that environmental consciousness has a positive impact on organic food purchase intention. Perceived food quality has a mediating effect on the link between environmental consciousness and organic food purchase intention. Price sensitivity moderates the relationship between perceived food quality and organic food purchase intention. Furthermore, price sensitivity moderates the indirect effect of environmental consciousness on organic food purchase intention through perceived food quality.

Source: International Journal of Environmental Research and Public Health

DOI: 10.3390/ijerph17030850

Authors: Jianming Wang, Thuy Linh Pham, Van Thac Dang

Institutions: Zhejiang University of Finance and Economics, Shantou University

Language: English

Topic: Organic Food and Agriculture

Subfield: Plant Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $2,429