The Moderating Role of Conformity on Purchase Intention of Organic Food: A Conceptual Paper Using Stimulus-Organism-Response Model

This study explores the factors related to Chinese people's decision-making behaviour in purchasing organic food. This study uses the "stimulus-organic-response" (S-O-R) model as the underpinning theory to establish the conceptual framework. The literature review shows that brand image and organic labels are objective stimuli for Chinese organic food consumers. Customer perceived values (functional, emotional, social) are significantly represented as organism, and purchase intention is a response in the S-O-R model. Conformity is proposed as a moderator that affects the relationship between customer perceived values and purchase intention. This study contributes to the existing literature by providing a deeper understanding of organic food purchase intention among consumers in China by applying the S-O-R model and adding conformity as a moderator. It also offers solutions to the Chinese organic food suppliers to increase organic food sales and expand the organic food market in China.