Mediating Role of Organic Labeling Awareness and Food Safety Attitudes in the Correlation Between Green Product Awareness and Purchase Intentions

Wong Ming Wong and Shian-Yang Tzeng

SAGE Open, 2021, vol. 11, issue 4, 21582440211061565

Abstract: Improving consumer trust is critical for enhancing purchase intentions. This study assessed the effect of organic labeling awareness and food safety attitudes as mediating variables on the relation between green product awareness and organic food purchase intentions among consumers. The research sample comprised 404 respondents from Shantou, Shenzhen, and Guangzhou, China, collected by systematic random sampling. Structural equation modeling was used to analyze research data. First, green product awareness did not influence organic food purchase intentions. Second, organic labeling awareness and food safety attitudes mediated the relationship between green product awareness and organic food purchase intentions. The findings indicate that organic labeling awareness and food safety attitudes directly influenced consumers’ organic food purchase intentions while they were aware of green products.

Keywords: China; purchase intentions; green product awareness; organic labeling awareness; food safety attitudes (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:11:y:2021:i:4:p:21582440211061565

DOI: 10.1177/21582440211061565

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