Abstract

PurposeThe purpose of this paper is to disentangle the effect of life equilibrium on organic food purchase intentions through a consideration of the evaluation of intrinsic and extrinsic food quality attributes. Furthermore, the study examines the role of health consciousness in achieving life equilibrium.Design/methodology/approachThe conceptual framework was developed based on previous research and tested through a quantitative study with end consumers. The hypothesized relationships were tested using structural equation modelling.FindingsThe results obtained from this study show that the perceived quality associated with the intrinsic attributes of organic food mediates a positive influence of life equilibrium on consumers’ organic food purchase intentions. The study also confirms that life equilibrium mediates the effects of health consciousness on the evaluation of intrinsic and extrinsic food quality attributes.Research limitations/implicationsThe theoretical contributions of the paper lie in uncovering the complex relationships that exist among health consciousness, life equilibrium, perceived organic food quality dimensions and purchase intentions and providing new evidence showing which perceived intrinsic organic food quality dimensions are relevant in shaping consumers’ purchase intentions.Practical implicationsThe research results suggest that organic food managers should focus on developing stronger value propositions that are based more on intrinsic food quality characteristics and less on extrinsic ones.Originality/valueThis study recognizes the relevance of life equilibrium as a specific consumer lifestyle form, which drives organic food consumption through extrinsic and intrinsic food quality attributes.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.