Abstract
This study examines the role of brand reputation in influencing organic food consumption. Specifically, we adopted the behavioral reasoning theory framework and examined the mechanisms by which consumers’ values affect their attitude and intention to consume organic food under varying levels of brand reputation. To test the theoretical framework, we recruited 617 respondents from Amazon's Mechanical Turk (Mturk) platform. The analysis found general support for the application of behavioral reasoning theory in the organic food consumption context. The results revealed that the relationship between consumer values and attitude is partially (fully) mediated by consumer reasoning in low (high) brand reputation conditions.
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