THE EFFECT OF CONSUMPTION VALUE ON ORGANIC FOOD PURCHASE INTENTION WITH THE MEDIATING ROLE OF CONSUMER INVOLVEMENT

Abstract

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Throughout the past years, worldwide interest in organic food has increased, as well as in Turkey. This study is done in Turkey to understand what affects the organic food purchase intention in terms of consumption values theory with the mediation of involvement. The findings of this study showed that there is a positive direct significant relationship between functional value (quality + price), and emotional value with the organic food purchase intention, there is a negative direct relationship between social value and organic food purchase intention. Involvement fully mediates the relationship between functional value-price and purchase intention, whereas it partially mediates the relationship between emotional value and purchase intention. Involvement positively affects the organic food purchase intention.