Abstract
Interest in organic food consumption remarkably increased worldwide. This study aims to assess the impact of organic food attributes on consumer’s purchase behavior (PB). A framework is proposed based on the Stimuli-Organism-Response (S-O-R) model to examine the five product attributes of organic food, namely; price fairness, sensorial appeal, natural content, nutritional content and organic labels on PB and to study the mediating role of PV in this relationship. Perceived Behavioral Control (PBC) is also considered as a moderator in the relationship between PV and SPB.
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