The impact of consumption values on the intention to purchase organic food: The moderating role of trust

This study aims to identify and estimate the factors influencing the intention to purchase organic food and evaluate the moderating impact of trust on the relationship between consumption values and purchase intention. The analysis results from 252 consumers through the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach indicate that functional value is the strongest driver of purchase intention, followed by other components of consumption values, including epistemic value, emotional value, social value, and conditional value. The study also reveals that trust moderates the relationship between functional value and the intention to purchase organic food. Several recommendations for organic food suppliers are also presented at the end of this paper.