Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic food

Abstract Health and environmental issues are increasingly important in consumers' decision‐making process. Accordingly, demand for organic food is rapidly growing. In this context, the objective of this study is to analyze the relationship between price fairness, satisfaction, trust, and purchase intentions towards organic food. With this aim, empirical data were collected with self‐administrated questionnaires from a convenience sample of consumers from Sakarya, Turkey. Proposed hypotheses were tested with structural equations modeling. The results indicated positive relationships between price fairness, satisfaction, trust, and purchase intentions. At the end of this study, theoretical contributions, managerial implications, limitations, and suggestions for future research are discussed.