Do dietary habits shape consumer responses to greenwashing and green communication? Evidence from the organic food market

Purpose This study examines the determinants of organic food purchase intention and evaluates the moderating effect of dietary habits (vegetarian versus regular diets) on the proposed relationships. Design/methodology/approach A quantitative, correlational research design was employed in a non-contrived, cross-sectional setting. Data were collected from Malaysian consumers aged 18 and above using a purposive sampling approach. Of the 478 responses collected, 415 were valid and retained for analysis. The reliability and validity of the constructs were established prior to hypothesis testing, and SmartPLS was utilised for PLS-SEM analysis. Findings The findings reveal that attitude and green trust positively influence purchase intention. Additionally, green trust significantly affects both attitude and receptivity to green communication, whereas perceptions of greenwashing negatively affect both. Receptivity to green communication further emerged as a significant driver of intention. Notably, dietary habits moderated the relationship between green trust and attitude, as well as the link between receptivity to green communication and purchase intention. In both instances, the effects were stronger among regular diet consumers than among vegetarians. Originality/value This study offers a novel integration of psychological, perceptual, and behavioural dimensions by examining the interplay between green trust, receptivity to green communication, and greenwashing within a framework moderated by dietary habits. By empirically comparing vegetarian and regular consumers, the study provides robust insights into how dietary lifestyles influence green consumption behaviour.