 Drivers of Organic Food Purchase Intention in a Developing Country: The Mediating Role of TrustSamia Ayyub, Muhammad Asif and Muhammad Asim Nawaz SAGE Open, 2021, vol. 11, issue 3, 21582440211045076 Abstract: The study’s objective is to explore the predictors of organic food purchase intention in a nascent organic market in one of the developing countries in South Asia. Further, the study also attempts to establish the mediating role of trust in organic food purchase intention. The quantitative data is collected from two cities of Pakistan through a structured questionnaire. A total of 325 responses are collected, out of which 312 responses are considered for further analysis. Structural equation modeling technique is used to test the hypothesis. “Personal attributes†is found to be a more significant predictor of organic food purchase intention than other attributes. Trust in organic food partially mediate personal attributes and product attributes with organic food purchase intention. The study contributes to understanding the primary attributes responsible for the purchase of organic food in a nascent organic market and establishes trust. This study also provides guidelines for the policymakers to shift their focus to organic farming, which will bring considerable benefits to health and the environment and a profitable business because consumer’s intentions coincide. Keywords: organic food; trust; purchase intention; credence attribute (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211045076 DOI: 10.1177/21582440211045076 Access Statistics for this article More articles in SAGE Open |
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