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Health Consciousness, Food Safety Concern, and Consumer Purchase Intentions Toward Organic Food: The Role of Consumer Involvement and Ecological Motives

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  • Jawad Iqbal
  • Donglei Yu
  • Maria Zubair
  • Muhammad Imran Rasheed
  • Hafiz Muhammad Usman Khizar
  • Muhammad Imran

Abstract

The organic food market is speedily growing in the current era; organizations in this industry, therefore, need to understand consumer motivations, perceptions, attitudes, and behavioral intentions of purchasing organic food. Based on a survey of 268 respondents, we investigated the relationships between individuals’ food safety concerns and health consciousness with their purchase intentions of organic food. The findings of our study reveal that individuals’ health consciousness and food safety concerns are positively related to their intentions of purchasing organic food products through consumer involvement. In addition, consumers’ ecological motive has been found as a boundary condition on the direct and indirect relationships described above such that the associations are stronger at the higher levels of ecological motive.

Suggested Citation

  • Jawad Iqbal & Donglei Yu & Maria Zubair & Muhammad Imran Rasheed & Hafiz Muhammad Usman Khizar & Muhammad Imran, 2021. "Health Consciousness, Food Safety Concern, and Consumer Purchase Intentions Toward Organic Food: The Role of Consumer Involvement and Ecological Motives," SAGE Open, , vol. 11(2), pages 21582440211, May.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:2:p:21582440211015727
    DOI: 10.1177/21582440211015727
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