Organic Food Purchase Behaviour: A Mediation-Moderation Model

Organically produced food has been recognised as an important factor for addressing unsustainable food consumption, which is criticised as a primary contributor to non-communicable diseases and ecological degradation (Notarnicola et al., 2017). Extant research has revealed the motives, barriers, and determinants of the purchase and consumption of organic food (Rana & Paul, 2017). However, scant research has systematically investigated relationships between such dimensions (Dorce et al., 2021; Kushwah et al., 2019). More complex models underpinned by multi-theories to understand sustainable consumption as organic food purchases have been encouraged (Koklic et al., 2019) with the inclusion of moderating and mediating variables (Eberle et al., 2022). This study aims to contribute to the literature by presenting an integrative model that explains how different factors affect consumers’ attitudes and purchase behaviour towards organic food.