Randomized trial examines effects of online organic food reviews on purchase intentions in consumers, highlighting mediation through attitudes.
Key Points
This study aims to investigate how online organic food reviews influence consumers' intentions to purchase organic food and the role of consumer attitudes in this process.
Conceptual model proposed and validated using data from 320 Indian consumers.
Structural equation modelling (SEM) utilized to test hypotheses and artificial neural network (ANN) for cross-validation.
Mediation effects examined through bootstrapping and moderation analyzed with multigroup SEM.