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Purpose This study aims to identify and describe the relationships among different consumption values, anxiety and organic food purchase behaviour considering the moderating role of sustainable consumption attitude from the viewpoint of the theory of consumption values. Design/methodology/approach Data were collected using a structured questionnaire survey in first-tier cities in China. A total of 344 consumers of organic foods participated in the study. Structural equation modelling and hierarchical regression analysis were employed for data analysis. Findings The results indicated the significant association of functional value-price, emotional value, social value and epistemic value with purchase behaviour. Anxiety had a positively significant influence on functional (quality), functional (price), emotional, social, conditional and epistemic values. In addition, the results indicated that functional (price), emotional, social and epistemic values played mediating effects in the relationships between anxiety and purchase behaviour. Moreover, sustainable consumption attitude had a positive moderating effect on functional value-price and purchase behaviour. Practical implications The research not only provides novel and original insights for understanding organic consumption but also provides a reference for organic retailers to develop sales strategies and policymakers to formulate policies to guide organic consumption that are conducive to promoting sustainable consumption. Originality/value For the first time, this research attempts to explore the relationships among different consumption values, anxiety and purchase behaviour. It may improve the gap of inconsistency in attitude and behaviour in organic consumption, and provide a new perspective for the study of organic consumption.
Cao et al. (Fri,) studied this question.
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