Exploring consumer perceptions and purchasing behaviors towards organic food: an empirical investigation

Purpose The purpose of this research is to examine the influence of various factors on consumer purchasing actions within the realm of organic food. Specifically, it aims to understand how hedonic value, trust, utilitarian value, purchasing experience and consumer intention affect purchasing behavior, with accessibility acting as a mediating factor. Design/methodology/approach The research employs a quantitative methodology, utilizing a meticulously crafted questionnaire for data collection. Descriptive analysis is conducted using the statistical package SPSS. For hypothesis validation, the study applies partial least squares structural equation modeling (PLS-SEM). Findings The findings reveal that all independent factors (hedonic value, trust, utilitarian value, purchasing experience and consumer intention) significantly impact purchasing behavior either directly or indirectly through accessibility. Trust and consumer intention are identified as the most potent predictors of purchasing behavior, highlighting their crucial role in influencing consumer choices. Originality/value This study provides valuable insights for marketing professionals and policymakers aiming to encourage the consumption of organic food. It emphasizes the importance of improving accessibility and leveraging key determinants such as trust and consumer intention to shape consumer purchasing behavior. The comprehensive analysis of these factors offers a novel perspective on promoting organic food consumption.