Understanding Consumer Preferences and Purchase Intentions for Organic Food in Online Food Delivery Platforms: an Analysis of Key Drivers, Barriers, and Sustainability Perspectives in the Context of SDG

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Objectives: This study examines consumer attitudes and behavioral intentions regarding the purchase of organic food through e-commerce platforms. It explores key motivators, barriers, and sustainability considerations influencing purchasing decisions in the context of SDGs. Theoretical Framework: Grounded in Consumer Behavior Theory, this research integrates the Technology Acceptance Model (TAM), the Health Belief Model (HBM), and the Theory of Planned Behavior (TPB) to assess how convenience, health consciousness, and sustainability concerns shape online organic food purchasing behavior. Method: A cross-sectional research design was employed, utilizing self-administered questionnaires distributed to 500 consumers and 20 in-depth interviews. Quantitative data were analyzed using descriptive and inferential statistics, including regression analysis, while qualitative data were assessed thematically. Results and Discussion: Findings indicated convenience (Mean = 4.02), health consciousness (Mean = 4.13), and sustainability concerns (Mean = 3.89) significantly influence purchase decisions. However, major barriers include concerns about counterfeit products (72%), high costs (68%), and lack of trust in online retailers (60%). Regression analysis confirms sustainability perceptions (B = 0.482, p < 0.01), health consciousness (B = 0.391, p < 0.01), and trust in online retailers (B = 0.276, p < 0.05) are predictors of purchase intention. Research Implications: The study emphasizes the need for greater transparency, cost-effective solutions, and sustainable e-commerce practices to enhance consumer trust and engagement. Originality/Value: This research contributes to the literature by identifying consumer concerns and strategies to improve online organic food markets. It aligns with the UN Sustainable Development Goals (SDGs), particularly Responsible Consumption and Production and Good Health and Well-being.