Investigating the Mediating Role of Green Consumerism on Organic Food Purchase Decisions in Medan City, Indonesia

As healthy and environmentally conscious consumption grows, this study analyzed determinants of organic food purchase decisions among 385 Medan City residents.Using structural equation modeling, findings revealed green consumerism significantly mediates the influence of healthy lifestyle values but not perceived eco-benefits.Results imply tapping evolving Indonesian consumer segments through consistent ethical branding and ingredient transparency remains vital for expanding organic adoption.Findings also underscore the need for supporting smallholder capacity building to nurture greener food value.