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

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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)

  • Van Thac Dang

    (Department of Business Administration, Business School, Shantou University, Shantou, Guangdong 515063, China)

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.

Suggested Citation

  • Jianming Wang & Thuy Linh Pham & Van Thac Dang, 2020. "Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity," IJERPH, MDPI, vol. 17(3), pages 1-18, January.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:3:p:850-:d:314287
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    References listed on IDEAS

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    Cited by:

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    15. Nayeon Kim & Kyungtag Lee, 2023. "Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context," IJERPH, MDPI, vol. 20(7), pages 1-17, March.
    16. Chandra Pant, Satish & Saxena, Raka & Gupta, N.K. & Yadav, Hema & Kumar AD, Sathyendra & Kumar Pant, Devesh, 2024. "The organic odyssey: Navigating the influence of attitude on purchase intent, mediated by perceived value, quality, and price in India," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    17. Jianming Wang & Ninh Nguyen & Xiangzhi Bu, 2020. "Exploring the Roles of Green Food Consumption and Social Trust in the Relationship between Perceived Consumer Effectiveness and Psychological Wellbeing," IJERPH, MDPI, vol. 17(13), pages 1-14, June.
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    19. Shahnaj Akter & Shahjahan Ali & Mária Fekete-Farkas & Csaba Fogarassy & Zoltán Lakner, 2023. "Why Organic Food? Factors Influence the Organic Food Purchase Intension in an Emerging Country (Study from Northern Part of Bangladesh)," Resources, MDPI, vol. 12(1), pages 1-19, January.

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