What does this research mean for the field?

Trust directly increases organic food purchasing behavior and strongly moderates the conversion of purchase intention into actual purchases, with high trust more than doubling the effect of intention compared to low trust. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

Investigate how product attributes, health consciousness, and trust influence the conversion of consumer purchase intentions into actual organic food purchasing behavior.

September 3, 2026SustainabilityOpen Access

How Trust Converts Intention into Organic Food Purchase: An Extended Theory of Planned Behavior Study of Chinese Office Workers

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Authors

YLYing’ao Li QAQi AnThe University of Tokyo

Discussion

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Implication

Survey study reveals trust strengthens the translation of purchase intention into organic food buying among office workers, highlighting certification transparency as key to sustainable choices.

Key Points

Investigate how product attributes, health consciousness, and trust influence the conversion of consumer purchase intentions into actual organic food purchasing behavior.
Administered a cross-sectional survey to N=516 Chinese office workers.
Evaluated direct, indirect, and moderating relationships using partial least squares structural equation modeling (PLS-SEM).
Intrinsic attributes, extrinsic attributes, and health consciousness positively associated with attitude and perceived behavioral control, which jointly explained 43.1% of the variance in purchase intention.
Purchase intention and perceived behavioral control both significantly predicted actual organic food purchasing behavior.
Trust positively moderated the relationship between purchase intention and purchasing behavior, with the simple slope under high trust approximately 2.43 times greater than under low trust.

Cite This Study

Li et al. (2026) studied this question.

synapsesocial.com/papers/6a9935a0636c6408cfa7e006 https://doi.org/10.3390/su18178953

View Full Paper

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September 3, 2026SustainabilityOpen Access

How Trust Converts Intention into Organic Food Purchase: An Extended Theory of Planned Behavior Study of Chinese Office Workers

View Full Paper

Ask AI

Bookmark

Authors

YLYing’ao Li QAQi AnThe University of Tokyo

Discussion

Member takes

Implication

Survey study reveals trust strengthens the translation of purchase intention into organic food buying among office workers, highlighting certification transparency as key to sustainable choices.

Key Points

Investigate how product attributes, health consciousness, and trust influence the conversion of consumer purchase intentions into actual organic food purchasing behavior.
Administered a cross-sectional survey to N=516 Chinese office workers.
Evaluated direct, indirect, and moderating relationships using partial least squares structural equation modeling (PLS-SEM).
Intrinsic attributes, extrinsic attributes, and health consciousness positively associated with attitude and perceived behavioral control, which jointly explained 43.1% of the variance in purchase intention.
Purchase intention and perceived behavioral control both significantly predicted actual organic food purchasing behavior.
Trust positively moderated the relationship between purchase intention and purchasing behavior, with the simple slope under high trust approximately 2.43 times greater than under low trust.

Cite This Study

Li et al. (2026) studied this question.

synapsesocial.com/papers/6a9935a0636c6408cfa7e006 https://doi.org/10.3390/su18178953

View Full Paper

Ask AI

Bookmark