Trust as the Missing Link: Mapping Determinants Influencing Organic Food Purchase Intention

Abstract

Consumer trust in organic food products deeply influences their purchasing decisions, especially as it relates to environmental concerns, health consciousness and food safety concerns. Therefore, the purpose of this study is to examine consumers’ trust in organic food products, its influence on their purchasing decisions and its relationship with environmental concerns, health consciousness and food safety concerns. Data were collected using the mall intercept survey method from outside of supermarkets, hypermarkets and health food stores available in 10 major cities in northern India. The study identified that perceived knowledge and revealed information are antecedent factors of consumer trust. The results revealed that consumer confidence towards organic food products mediates the relationship between their perceived knowledge, revealed information and consumer attitudes. Furthermore, environmental concern, health awareness and food safety concern influenced consumer attitudes and purchase intentions. The findings provide important insights for formulating production and marketing strategies for government agricultural departments and the organic food industry.