Beggars can't be choosers: factors influencing intention to purchase organic food in pandemic with the moderating role of perceived barriers

Abstract

PurposeThe authors examined the impact of environmental concerns, knowledge of organic/novel food, food neophobia, food neophilia, health consciousness and social norms on satisfaction toward organic food leading to the intention to purchase organic food (IPOF). Moreover, perceived barriers are used as a moderator between satisfaction toward organic food and IPOF.Design/methodology/approachPLS-SEM followed and multiple regression analysis followed for hypotheses testing. Convenience sampling is used and 497 questionnaires were used for the final analysis.FindingsEnvironmental concerns, knowledge of organic food, food neophilia, health consciousness, and social norms are positively related to satisfaction toward organic food leading to the IPOF. Food neophobia decreases satisfaction toward organic food. Moreover, perceived barriers are significantly moderate between satisfaction toward organic food and IPOF.Practical implicationsOrganic food organizations can use the findings to increase their IPOF. Moreover, academicians and practitioners can get an advantage from study outcomes.Originality/valueThis is a pioneer study that incorporates environmental concerns, knowledge of organic food, food neophobia, food neophilia, health consciousness, social norms, satisfaction toward organic food and perceived barriers to examine IPOF in light of the theory of planned behavior (TPB).