Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity

Jianming Wang, Thuy Linh Pham and Dang Van Thac
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Jianming Wang: School of Business Administration, Zhejiang University of Finance & Economics, Hangzhou 310018, China
Thuy Linh Pham: Department of Business Administration, Business School, Shantou University, Shantou, Guangdong 515063, China
Dang Van Thac: Department of Business Administration, Business School, Shantou University, Shantou, Guangdong 515063, China

IJERPH, 2020, vol. 17, issue 3, 1-18

Abstract: As purchase power and consumption knowledge increase, consumers gradually demand safer and healthier products. In addition, consumers focus greater attention on organic food. This study investigates the relationship between environmental consciousness and organic food purchase intention with the mediating roles of perceived food quality and price sensitivity. The objective is to shed new light on our understanding of consumers’ perceptions and behavioral intentions toward organic food. Using sample data of 518 consumers in different food retailers in China, empirical results show that environmental consciousness has a positive impact on organic food purchase intention. Perceived food quality has a mediating effect on the link between environmental consciousness and organic food purchase intention. Price sensitivity moderates the relationship between perceived food quality and organic food purchase intention. Furthermore, price sensitivity moderates the indirect effect of environmental consciousness on organic food purchase intention through perceived food quality.

Keywords: environmental consciousness; perceived food quality; price sensitivity; purchase intention (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (22)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:17:y:2020:i:3:p:850-:d:314287

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