The importance of environmental concern, trust and convenience in consumers’ purchase intentions of organic foods in a developing country

The article aims to identify the important drivers of organic food purchase intention. A Cross-sectional study of 533 Saudi consumers’ purchase decisions about organic foods. Participants (222 female and 311 male) with access to organic food were obtained through non-probabilistic convenience sampling. Structural equation modeling was applied to analyze data. This study used the TPB to determine purchase intention of organic food. The findings demonstrated the utility of a well-established cognitive psychology model (theory of planned behaviour [TPB]) in predicting the desire to purchase organic food in the setting of a developing country Saudi Arabia, and support the applicability of extending the TPB model with factors, namely, environmental concern (EC), convenience and trust and establishing their role in developing the purchase intention for organic food products. Thus, this study contributes to the existing body of knowledge by developing a theoretical framework which depicts the relationship among the factors influencing consumer’s buying intention for organic food. Our findings may assist marketers and governments understand the factors that influence Saudis customer purchase intention toward organic food.