Higher Intention Research Articles

Decoding Digital Persuasion: A Multi-Dimensional Analysis of Social Media Influencers' Impact on Consumer Purchase Intentions in the Beauty Industry

This study investigates the complex dynamics of beauty influencer marketing and its impact on consumer purchase intentions. Employing a mixed-methods approach, we integrate Structural Equation Modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to examine the relationships between perceived influencer credibility, content quality, parasocial interaction, perceived authenticity, brand trust, and attitude towards the product. Data collected from 412 consumers were analyzed using SmartPLS4. The results reveal significant direct and indirect effects of influencer characteristics and content factors on purchase intentions, mediated by brand trust and attitude towards the product. Notably, product-influencer fit emerges as a significant moderator, enhancing the impact of influencer credibility on purchase intentions. The fsQCA results complement these findings by identifying multiple configurations leading to high purchase intentions, highlighting the equifinality in influencer marketing effectiveness. This research contributes to the literature by providing a comprehensive model of influencer marketing effectiveness, demonstrating the interplay between various factors, and revealing multiple pathways to success. The findings offer valuable insights for marketers in developing effective influencer marketing strategies, emphasizing the importance of influencer selection, content quality, and fostering authentic connections with audiences.

A Cross‐Sectional Survey of Swedish Primary Healthcare Nurses’ Discontent With Their Current Job

Nursing staff turnover is an increasing problem for healthcare globally. In Sweden, the shortage of nurses in primary healthcare has increased significantly in recent years. This development is alarming because primary healthcare, both in Sweden and internationally, is responsible for a large part of healthcare. The aim of this study was to explore working conditions (change fatigue, leadership climate, and social support from colleagues) and characteristics of primary care nurses who are discontent with their current job, i.e., those with high turnover intentions and poor job satisfaction in Sweden. This was a cross‐sectional survey of 466 registered nurses working in Swedish primary healthcare. Data were analyzed using descriptive statistics and logistic regression. The results demonstrate that 21.1% of the responding nurses are discontent with their current job and have considered quitting. Being discontent had significant associations with poor leadership climate (p < 0.001), lack of social support from colleagues (p < 0.001), change fatigue (p < 0.001), poor health (p < 0.001), and working more than 40 h per week (p = 0.02). The results have implications for how healthcare organizations structure the work of nurses in primary healthcare and how they can attract and retain future staff to these workplaces.

A study on the influencing factors and improvement strategies of perceived value of recreational fishing customers on their willingness to revisit

Abstract As the main service target of recreational fishery operators, customers’ willingness to revisit has a profound impact on stimulating the rapid development of recreational fishery. However, there is currently little research on the influencing factors and improvement strategies of recreational fishery customers’ willingness to revisit from the perspective of perceived value. This article selects 500 customers participating in recreational fishing in Chun’an County and Xiangshan County, Zhejiang Province, China as the research objects, and uses the fuzzy set qualitative comparative analysis method to explore the influencing factors of recreational fishing customers’ willingness to revisit. Research has found that: (1) Economic value and experiential value play a core role in four conditional configurations that lead to high customer revisit intention, and are key factors affecting the high revisit intention of recreational fishing customers; (2) two conditional configurations lead to low revisit intention of recreational fishery customers, and the lack of economic value plays a core role in these two conditional configurations, which are the key factors affecting the low revisit intention of recreational fishery customers; (3) Based on the controllability of conditional factors, it can be concluded that providing economically applicable and experiential recreational fishery services is the best strategy to enhance customers’ willingness to revisit. This study, under the synergistic effect of multiple conditions, reveals the complexity of factors influencing customer revisit intention. Setting reasonable charging standards and improving customer experience are inevitable choices to enhance the revisit intention of recreational fishing customers.

High performance work practices and turnover intentions: A case of call Centre employees

Staff turnover is a major problem in call centers due to various factors leading to unfavorable outcomes including operational problems, poor customer service, higher training costs, and lack of competitiveness. In the present study, we investigated this issue by using the High-Performance Work System (HPWS) as a theoretical lens. We hypothesized that the extent of HPWS can negatively influence the staff turnover intention which we used as a proxy measure for actual turnover. The data is collected from selected call center employees (n=159). The results indicate that participants perceive a moderate level of HPWS components. Furthermore, the component of HPWS exerts a negative and significant influence on staff turnover intentions including recruitment and selection (β=-.412, P<.05); training and development (β=-.552, P<.05); job security (β=-.418, P<.05); and autonomy (β=-.306, P<.05); whereas, results for promotion (β=.051, P>.05); and communication (β=.107, P>.05) turned out to be insignificant. The result shows that HPWS is a significant predictor of employee turnover intention in the particular context of the call center, thus implying that the management of the call center should give attention to the employee management-related issues.

Factors that Influence Healthcare Professionals' Intentions towards Biosimilars.

Background: Physicians often prescribe original biologic products to patients who have not used them before and are reluctant to switch to biosimilars. Biosimilars are highly similar versions of already-approved biologics, but healthcare professionals typically hesitate to transition patients from the original products to biosimilars. This study aims to investigate the factors that influence U.S. healthcare professionals' intentions to use biosimilars. Methods: A cross-sectional study was conducted. 510 participants were eligible healthcare professionals (279 physicians and 231 pharmacists). The theory of planned behavior (TPB) is used to identify which factors affect healthcare professionals' intentions. Descriptive statistics, chi-square, and the logistic regression model tested the TPB constructs as predictors of intentions toward biosimilars. Results: Among 279 physicians, most were aged 61 and above, with high (n = 142) and low (n = 137) intentions. Male physicians constituted 71% of the population. Attending physicians (66.3%) showed consistent perceptions towards biosimilars, primarily in the private sector (76.3%). Pharmacists (n = 231), a higher percentage of females demonstrated higher intentions compared to males (35.5% vs. 28.1%); the majority were community pharmacists. Associations between years of practice and intentions were significant. Positive correlations existed between beliefs and intentions, except for normative beliefs. Conclusions: This study revealed diverse attitudes among healthcare professionals towards biosimilars in the USA. Pharmacists and physicians, especially those with limited experience, require ongoing education on biosimilar manufacturing pathways. This education supports the appropriate use of biosimilars and helps standardize federal and state legislation.

Exploring the roles of vlogger characteristics and video attributes on followers’ value perceptions and behavioral intention

YouTube has emerged as an effective social media platform for brands to reach consumers through YouTube vloggers. However, little is known about how vlogger characteristics and video attributes affect consumers' perceived value and behavioral intention. Drawing on the stimulus‒organism‒response (SOR) framework, this research examines how video attributes (i.e., content quality and visual aesthetics) and vlogger characteristics (i.e., authenticity, interactivity, physical attractiveness, and expertise) influence followers' utilitarian and hedonic values, which consequently lead to continuance intention and purchase intention. The survey data collected from 1014 followers of the vloggers (i.e., beauty and technology) were analyzed by structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The results show that visual aesthetics, authenticity, and physical attractiveness positively affect followers' utilitarian and hedonic value, whereas content quality, interactivity, and expertise positively influence followers' utilitarian values but not hedonic value. Utilitarian value positively impacts followers' purchase intention and continuance intention, whereas hedonic value positively affects followers' continuance intention but not purchase intention. Multigroup analysis reveals that these determinants generally have a greater impact on hedonic values for beauty vloggers, whereas they mostly have greater influences on utilitarian values for technology vloggers. The fsQCA results supplement the SEM findings and indicate six configurations for beauty vloggers and five configurations for technology vloggers that lead to high purchase intention or continuance intention. The findings provide a better understanding of vloggers' influence on followers’ perceived value and behavioral intention from vlogger characteristics and video attributes.

Professional identity and its associated psychosocial factors among physicians from standardized residency training programs in China: a national cross-sectional study.

Shortage and high turnover intention rate of physicians are concerning problems in China. Professional identity has been shown as an influential factor for physicians' turnover intention. Enhancing physicians' professional identity in their early phase of career, standardized residency training program (SRTP), may help reduce the turnover rate. This study aimed to investigate the current status of professional identity and explore its associated psychosocial factors among Chinese SRTP trainees, hoping to provide evidence in strengthening the available medical human resources in China. The final sample was comprised of 2,267 Chinese SRTP trainees in this cross-sectional survey conducted from 9 March to 20 March in 2023. Descriptive statistics were calculated. Bivariate analyses and hierarchical multiple linear regression were used to analyze potential associated factors of Chinese SRTP trainees' professional identity. The average score of respondents' professional identity was 47.68 (standard deviation, SD = 8.61). Results from hierarchical multiple linear regression analysis showed that being married (β = 0.066, p < 0.01), having work experience before SRTP (β = 0.036, p < 0.05), being satisfied with annual income (β = 0.062, p < 0.01), psychological distress (β = -0.144, p < 0.001), depersonalization (β = -0.053, p < 0.05), emotional exhaustion (β = -0.380, p < 0.001) and resilience (β = 0.169, p < 0.001) were associated with professional identity (F = 114.301, p < 0.001). All associated factors can explain 41.1% of the variance in professional identity, and individual psychological variables make up a substantial portion (28.6%) of this influence. Individual psychological variables are strongly associated with professional identity. Helping SRTP trainees reduce psychological distress, alleviate burnout and enhance resilience may be effective ways to promote the formation of their professional identity.

Rent-seeking analysis of carbon emission verification based on game theory and prospect theory from the perspective of multi-participation

Emissions trading system (ETS) is an important tool to promote carbon emission reduction. Accurate emission data is the basis for the comprehensive benefits of ETS. However, carbon emission companies and third-party verification agencies conspired to falsify carbon emission reports. Therefore, this paper builds a three-party game model among carbon emission companies, third-party verification agencies and the government to study rent-seeking behaviors. Moreover, the prospect theory is introduced to characterize the bounded rationality of the participants to make the game process closer to reality. On this basis, the strategy evolution trend of participants under the influence of various factors is analyzed. Finally, simulation analysis is carried out under the background of Shenzhen ETS, and suggestions are put forward for the government to develop the carbon emission report re-verification mechanism. The results show that: 1) Driven by economic benefits, carbon emission companies and third-party verification agencies have high rent-seeking intentions, which do not change with the re-verification policy; 2) Higher review probability can effectively inhibit rent-seeking behavior; 3) The choice of government strategy is related to the success rate and the cost of re-verification, and the income and penalty of rent-seeking, and these factors have obvious thresholds.

To evaluate how a tobacco cessation curriculum affects the professional competency of dental students in delivering effective counseling for tobacco cessation

Objective To assess the impact of tobacco cessation curriculum on the professional competency of dental students in providing effective TCC, ii) To determine the intention of dental students in providing TCC and whether this intention can be explained by TPB. To identify barriers in providing effective TCC Methods An Analytical cross-sectional study was conducted from March 2023 to August 2023. Using a consecutive sampling technique data of 300 was gathered. Students from clinical years of BDS i.e. (third year and fourth year), dental interns, and postgraduate students from all Public and Private dental colleges in Karachi who had tobacco cessation curricula in formal dental teaching. A structured, self-administered questionnaire was used as a data collection tool which served the purpose of studying intentions and perceived barriers in tobacco cessation counseling (TCC) using constructs of the theory of Planned Behaviour Results The majority of participants demonstrated high intention to deliver Tobacco cessation counseling and certainly reported that it is their responsibility as dental health care providers to educate and aid the consumers in quitting. There was no significant difference observed in the intention of dental students and dentists to provide effective TCC. Statistically significant differences were observed between the barriers faced by dental students and dentists in terms that the students were more concerned that they lack skills of TCC in comparison to dentists; they were also hesitant as they thought it might impact the dentist-patient relationship. Conclusion: This study provides useful insights into the importance of TCC in oral healthcare and the willingness of dental professionals to incorporate it into clinical practice. It also highlights the positive impact of the tobacco cessation curriculum in effective TCC.

Influence of Self-Efficacy, Teachers' Stress, and Demographics on the Teachers' Work Commitment and Intention to Stay

The study aimed to determine the influence of self-efficacy, stress, and demographics on work commitment and intention to stay among elementary public school teachers. The study employed a descriptive-correlational research design to ascertain the relationship between and among the variables. Regression analysis was used to establish which existing variables significantly affected teachers’ work commitment and intention to stay. Proportionate stratified random sampling was used to select 126 teacher respondents. Data were gathered through survey questionnaires validated by experts. Results revealed that teachers have high self-efficacy, moderate stress, moderate commitment, and high intention to stay. There was a significant difference in teachers' self-efficacy when grouped by age and gender, while stress showed no significant difference concerning demographics. Teachers' self-efficacy in student engagement impacts work commitment. Teachers' stress in terms of workload and instrumental support are significant predictors of teachers' work commitment. Additionally, gender and teaching experience were significant predictors of work commitment. While teachers' self-efficacy in student engagement significantly influenced their intention to stay, teachers' stress did not influence their intention to stay. Similarly, none of the examined demographic profiles significantly influenced teachers' intention to stay. Moreover, commitment to students and school statistically influenced teachers' intention to stay. In conclusion, teachers with a strong sense of efficacy in student engagement demonstrate a more profound commitment to their work. The major concepts of George Homans’ Social Exchange Theory hold because teachers' high levels of self-efficacy across domains suggest a positive exchange dynamic within the educational environment.

JOB SATISFACTION AND TURNOVER INTENTION OF BLUD WORKERS AT TROSOBO PUBLIC PRIMARY HEALTH CARE

Job satisfaction is defined as a person's attitude or emotional response toward their job duties. Poor job satisfaction leads to turnover. Trosobo public primary health care staffing data showed a high turnover intention of BLUD workers. This study aims to determine the job satisfaction and turnover intention of BLUD worker at the Trosobo public primary health care. This study was quantitative study with a cross-sectional design. The research was conducted in November 2023 at Trosobo public primary care. Eleven BLUD workers were obtained using total sampling calculations. Data analyzed descriptively. The instruments used in this study were MSQ and TIS-6. The lowest average satisfaction score was recognition (43.64) and the highest were authority and achievement (80,00). Job satisfaction of BLUD workers was in the moderate category (score 26-74) and the turnover intention was in the high category (score &gt;15). Trosobo public primary health care BLUD workers had a moderate category of job satisfaction and high turnover intention. Providing services based on workload and length of service, as well as opportunities for career development to BLUD workers, can be carried out by the Trosobo public primary health care as an effort to reduce the turnover problem

Career Adaptability and Employees’ Turnover Intention in Nepalese Private Commercial Banks

Purpose - Career adaptability is an important concept in organizational behaviour, especially in today's quickly changing work environment, and firms worldwide face the challenge of retaining employees due to high turnover intentions. Drawing on Career construction theory, this study analyses the association between career adaptability and employee turnover intention in Nepalese private commercial banks.&#x0D; Design/Methodology/Approach -The explanatory research design examined the causal relationship between the career adaptability dimension and employee turnover intention. Cross-sectional data were collected from 380 respondents by using a convenience sampling technique. The data was analyzed quantitatively using structural equation modelling.&#x0D; Findings - Results show concern, curiosity, and confidence play a significant role in predicting turnover intention. Surprisingly, control does not seem to have a relevant influence on turnover intention.&#x0D; Research Limitations/Implications - The scope of this study is restricted to the banking professionals of Kathmandu Valley, self-reported bias, and cross-sectional data, which limits the generalizability of the findings. The study contributes to the expanding topic of career adaptability and turnover intention by underlining the significance of psychological factors in lowering turnover rates.&#x0D; Practical Implication- The application of this research is extensive, and organizations can use the findings to improve their recruitment practices and provide the necessary training for workers to adapt to changing careers while considering social and cultural factors, which can aid in retaining employees and enhancing organizational productivity.&#x0D; Originality/Value - To the author's best knowledge, this study is one of the first attempts to examine the association between career adaptability and employee turnover intention in the banking industry by using Structural Equation Modelling and Career construction theory.&#x0D; Keywords - Concern, Control, Curiosity, Confidence, Employees Turnover Intention, Commercial Banks&#x0D; Paper Type: Research Paper

Pengetahuan dan Keinginan Pasien pada Sarana Pelayanan Kesehatan Gigi di Kecamatan Padang Utara Melakukan Vaksinasi COVID-19

Background: Vaccination is an action to raise immunity actively by injecting an antigen substance to trigger the formation of antibodies to be immune from the disease or only experience mild symptoms. According to data from the Padang City Health Office, the North Padang sub-district is included in 5 sub-districts with low vaccination coverage. Objective: This study aims to determine the relationship between knowledge and the intention of dental clinic patients to carry out COVID-19 vaccination in the sub-district area of Padang Utara. Methods: This research is an analytical study using a Cross-Sectional design study approach with chii-square test. The sample in this study was 107 respondents using purposive sampling techniqueobtained from research questionnaires filled out by respondents. Data analysis using univariate and bivariate analysis processed by using SPSS.Results: 58.9% of respondents have good knowledge about vaccinating, and 66.4% are willing to vaccinate. 23.8% of respondents who had good knowledge but had a low intention to carry out COVID-19 vaccination, and as many 76.2% of respondents who had good knowledge with a high intention to carry out COVID-19 vaccination and obtained significant results with a p-value = 0.005 (&lt;0.05)..Conclusion: There is a correlation between dental clinic patients’ knowledge of dental health service facilities in the sub-district area of Padang Utara with the intent to conduct COVID-19.

Teachers’ Attitudes and Intention Regarding Inclusive Practice in Hong Kong Higher Education

The policy of inclusive education (IE) aims to build an inclusive society that provides educational opportunities for all students regardless of learning disabilities or special educational needs. However, the outcomes of IE reported in the literature were rather inconsistent, with no solid evidence to confirm the effectiveness of IE. Among the many factors associated with the effectiveness of IE, teachers’ attitudes and intention regarding teaching inclusive classrooms play an important role. Previous studies on IE were conducted mainly in primary and secondary schools. This study examined factors associated with teachers’ attitudes and intention about teaching IE in a higher education setting. A questionnaire containing items on sociodemographic characteristics and instruments measuring IE was designed for data collection. The questionnaire was put online in an institution of higher education and teachers were invited to participate in the study. A total of 107 teachers (mean age = 49.9 years, SD = 11.4, 49.5% were males) responded. The data revealed that teachers hold positive attitudes towards IE and they showed fairly high intention to engage in inclusive practice, which provides a fertile ground for the implementation of IE. However, teachers’ self-evaluation of confidence, experience, knowledge, and training regarding inclusive practice were rather poor, suggesting that they were not well-prepared for teaching IE. It constituted a potential barrier to the effective implementation of IE. In-service training is recommended to prepare teachers for their engagement in inclusive practice.

The perception of the Y generation working in a public institution on business life: a case of a public institution in Aydin

Purpose- This study was carried out to determine the expectations of the Y generation employees working in public institutions from working life. Methodology- In this context, the sample of the study consists of 18 people who are included in the Y generation classification, working in a public institution in Aydın Province. Research data were collected by fully structured interview technique. In the research, an interview form consisting of 17 open-ended and closed-ended questions was used to determine the expectations and future perspectives of the employees working in the public sector. Findings- As a result of the research, it has been found that the problems faced by the Y generation in the public sector are “injustice, incompetence, lack of infrastructure, inadequacy of physical conditions and lack of educational activities”. It has been concluded that the Y generation working in a public institution expects flexible working conditions in their working life. It has been determined that most of the millennial employees participating in the research prefer the public sector because it is a respected and always valid sector. It has been observed that millennial employees have a high intention to quit their job in the face of a good job offer, but believe that they will retire from the public institution they are in. Conclusion- In the light of the information obtained as a result of the research, it is recommended that senior managers working in public institutions should analyze the characteristics of generations in working life and meet their expectations accordingly in order to ensure efficiency, effectiveness and loyalty within the institution. Apart from being an institution where citizens are served, public institutions should also be an institution where employees can improve themselves. Training and development activities by experts should be increased, especially for Generation Y employees. Keywords: Aydın province, working life, future expectation, public sector, Y generation. JEL Codes: J24, M10, M12

ENTREPRENEURSHIP EDUCATION AND INTENTIONS AMONG STUDENTS OF SA’ADATU RIMI UNIVERSITY OF EDUCATION KUMBOTSO KANO

This paper studies the effect of entrepreneurship education on the development of entrepreneurship intentions among students of Sa’adatu Rimi University of Education Kumbotso Kano. A cross-sectional survey research design was adopted. Primary data collection method was used in which self-administered questionnaires were distributed to a total sample of 188 respondents selected from the target population of 366 students. The study found out that majority of the respondents reported high perception or understanding on; importance of entrepreneurship to both society and individual, personal characteristics of entrepreneurs, entrepreneurship education enhanced their skills to develop business plans, but majority of the respondents revealed low perception or understanding on; attitudes of entrepreneurs, environmental assessment and financial preparation for entrepreneurial ventures. On the other hand, majority of the respondents reported high intention that they preferred to be their own bosses than to have a secured job, to make money and create their own businesses, but majority of the respondents revealed low intention of creating a new firm, low intention to start their own businesses after graduation, low intention to work together with good partners to start a new business, low intention to start their own businesses if financial support is secured. Finally, further analysis employing correlation and a linear regression analysis reveals that entrepreneurship education is positively and statistically significant in increasing entrepreneurship intention among the students. The study recommended that students should be encouraged to learn attitudes of entrepreneurs, environmental assessment and financial preparation for entrepreneurial ventures.

Unveiling Employee Turnover Phenomena in South East Asia’s Largest Population

Generation Y is known as a generation that grew up with technological advances, creating more dynamic, creative, and career development-oriented employees. However, they are also known as having a low level of loyalty. It is caused because Gen Y tends to have high turnover intentions. Companies need to understand the values of Gen Y to develop management strategies so employees can be maintained. Employees who feel their contribution is valued by their organization will have a high commitment to the company. It also happens when they feel the supervisors show concern for them. This study aims to identify the role of person-organization fit, perceived organizational support, and perceived supervisor support on the turnover intention of Jakarta’s Gen Y employees. The analytical method is quantitative, with 428 samples. The results of this study shall be considered for companies to determine the exact strategies for Gen Y employees.&#x0D; Keywords— Generation Y; Turnover Intention; Person-Organization Fit; Perceived Organizational Support; Perceived Supervisor Support

How to improve voice assistant evaluations: Understanding the role of attachment with a socio-technical systems perspective

With the widespread adoption of artificial intelligence (AI) powered voice assistants (VAs) and increasingly homogeneous competition among enterprises, it is critically important to understand the driving factors behind consumer VA evaluations. Drawing on attachment theory and socio-technical systems theory, this study proposes a theoretical model to examine how social and technical attributes of VAs impact consumer evaluation behavior. To test the model, a two-wave longitudinal survey was conducted among 462 valid samples in China and analyzed using a multi-method approach, including partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). PLS-SEM findings reveal that consumers' VA evaluations (continuance and word-of-mouth intentions) are primarily influenced by individuals' emotional and functional attachments toward VAs. These attachments, in turn, are determined by social attributes (interactivity, natural speech, and design aesthetics) and technical attributes (accuracy, connectivity, and personalization). Furthermore, the results indicate that social and technology anxiety play a moderating role in the relationship between VA attributes and attachments. The fsQCA analysis supports the PLS-SEM findings and identifies three configuration paths for high continuance intention and three configuration paths for positive word-of-mouth intention toward VAs. These findings provide novel insights into both theory and practice.

Determinants of consumers’ intention to visit green hotels: Combining psychological and contextual factors

Despite growing interest, the associations between contextual and psychological factors concerning consumers’ intentions to visit green hotels have been scarce in the literature. The main purpose of this investigation is to evaluate the intentions of consumers to visit green hotels and establish determinants of this intention. We developed and tested a research model grounded on the theory of planned behavior (TPB) and inclusion of the contextual factors, biospheric value and green trust. A quantitative study was carried out among consumers in Portugal. Findings revealed that consumers have high intentions to visit green hotels. The TPB variables (attitude, subjective norms, and perceived behavioral control) and the biospheric value positively affect behavioral intentions. Green trust has a positive influence on TPB variables. Similarly, the biospheric value impacts on attitude and subjective norms. The study withdraws implications for hotel managers to design effective marketing strategies in the context of green hotels.

Could trust narrow the intention‐behavior gap in eco‐friendly food consumption? Evidence from China

AbstractThere exists a potential gap between individual intention to purchase eco‐products and their actual purchase behaviors, which contributes to low eco‐friendly consumption. The study investigates the intention‐behavior gap in eco‐friendly food consumption, and how consumer trust affects the gap. We focus on consumer trust in eco‐friendly food regulator, manufacturer, certifier, and farmer. Evidence from Chinese consumers reveals that individuals with low trust in the certifier have high intention to purchase green food but fail to make actual purchases. Trust in the manufacturer is positively associated with actual purchases of organic food regardless of intention. We also find that trust exerts the greater impact in bridging the intention‐behavior gap among female, younger, more educated, and more environmentally conscious consumers. Our findings highlight the importance of consumer trust in the certifier and manufacturer. Implications for promoting eco‐friendly food consumption are discussed.