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

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  • Wong Ming Wong
  • Shian-Yang Tzeng

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.

Suggested Citation

  • Wong Ming Wong & Shian-Yang Tzeng, 2021. "Mediating Role of Organic Labeling Awareness and Food Safety Attitudes in the Correlation Between Green Product Awareness and Purchase Intentions," SAGE Open, , vol. 11(4), pages 21582440211, November.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:4:p:21582440211061565
    DOI: 10.1177/21582440211061565
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    Cited by:

    1. Shen Li, 2023. "Investigating the Influence of Factors on Attitude Towards Organic Food," Energy Technologies and Environment, Anser Press, vol. 1(1), pages 21-49, July.
    2. Jiangyuan Hou & Mingyue Du & Qingjie Zhou, 2023. "What People Talk About Multi-Channel Purchasing Behavior and What They Intend to do: Related Perspective From ESG Evaluation System," SAGE Open, , vol. 13(4), pages 21582440231, October.
    3. Wong Ming Wong & Hexuan Li & Yifan Wang, 2024. "Who Is More Eager to Relocate to a Sustainable Retirement Village? Male or Female, Young or Elderly," SAGE Open, , vol. 14(1), pages 21582440241, February.
    4. Majid Mapkhot Goaill & Mohammed A. Al-Hakimi & Hamood Mohammed Al-Hattami & Mohsen Ali Murshid & Amal Al-Mogahed & Sharf Obad, 2023. "The Impact of Promotional Activities on the Purchase and Repurchase Intention of Energy Drinks in Yemen Under Different Levels of Awareness of the Potential Adverse Effects," SAGE Open, , vol. 13(4), pages 21582440231, December.

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