Why is no one buying organic food? The role of nature experience and attitude antecedents on purchase intention

Food choice has become a global interest for health and sustainability, pursuing consumers. The escalating environmental concern influences consumer behavior, with a rising portion of purchasers making decisions based on environmental concerns. This study aims to examine the impact of antecedents of attitude on organic food purchase intention. In addition, nature experience moderates the relationship between attitude and purchase intention. A structured questionnaire was completed by 444 people who purchased organic food in the last 30 days. An online survey was conducted, and the proposed hypothesis was tested using structural equation modeling (SEM) generated by AMOS 21. The study’s findings revealed that the three antecedents of attitude, trust, and health consciousness positively related to organic food purchase intention. Furthermore, attitude positively mediates trust, health consciousness, and purchase intention. The current study demonstrates the stimulating role of attitude through natural experience for organic food purchase intention. The research will help policymakers and suppliers identify key antecedents and design short—and long-term marketing tactics to develop the organic food market.