Understanding food pleasure in organic consumption: the moderating effects of trust within the theory of planned behavior

Purpose This study aims to identify and describe the relationships among sensory-driven pleasure, cognition-driven pleasure, symbolic-driven pleasure and organic food purchase behavior considering the moderating effects of functionality trust and authenticity trust from the viewpoint of the theory of planned behavior (TPB). Design/methodology/approach Data were collected using a structured questionnaire survey in first-tier cities in China. A total of 352 consumers of organic foods participated in the study. Structural equation modeling and hierarchical regression analysis were employed for data analysis. Findings The results indicated the significant association of perceived behavioral control, subjective norm, attitude, sensory-driven pleasure and cognition-driven pleasure with purchase intention. Perceived behavioral control and purchase intention had significantly positive effects on purchase behavior. Moreover, functionality trust had a positive moderating effect on purchase intention and purchase behavior. Practical implications This study not only provides novel and original insights for understanding organic consumption but also provides a reference for organic producers, sellers and policymakers to develop effective strategies to guide organic consumption that are conducive to promoting sustainable consumption. Originality/value For the first time, this research introduces the construct of food pleasure into the TPB to explore the relationships between food pleasure and purchase behavior based on the TPB. It may expand the scope of the TPB and provide valuable insights regarding how to improve the existing intention–behavior gap in organic consumption.