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

Jianming Wang,Thuy Linh Pham,Van Thac Dang

doi:10.3390/ijerph17030850

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.

Highlights

Green purchase behavior has been a widely discussed topic in recent decades [1]
This study extends the current literature on organic food by providing empirical evidence to explain the mediating and moderating mechanisms of perceived food quality and price sensitivity into the link between environmental consciousness and organic food purchase intention
Results show that environmental consciousness was positively related to perceived food quality (r = 0.36, p < 0.01) and organic food purchase intention (r = 0.45, p < 0.01)

Summary

Introduction

Green purchase behavior has been a widely discussed topic in recent decades [1]. Economic development, competition, and an explosion of market information have increased consumers’purchasing power and consumption knowledge [2]. Green purchase behavior has been a widely discussed topic in recent decades [1]. Competition, and an explosion of market information have increased consumers’. Purchasing power and consumption knowledge [2]. Consumers can obtain various product information due to the development of digital technology and the Internet. Competing alternatives offer numerous product options for consumers [2]. Consumers gradually demand better quality and less environmentally harmful products [3]. Green and healthy products have become the first choice for consumers in today’s environment [4]

Objectives

Methods

Results

Discussion

Conclusion