Examining organic food purchasing policy and recommendation actions specifically for healthcare professionals

Purpose Chronic diseases, which have been on the rise particularly in recent times, are based on an unhealthy and unconscious diet and poor environmental conditions. In this direction, the study is addressed within the scope of healthcare professionals who play a significant role in the development of healthy consumption awareness. It aims to examine the environmental concerns of healthcare professionals, their intention to purchase organic food, and, most importantly, their recommendation behaviors. Because healthcare professionals constitute a large segment that can positively affect society, they can both set an example with their own consumption and guide individuals to better and healthier lifestyles with their organic food recommendation behaviors. This will indirectly reduce many health-related and environmental problems. Design/methodology/approach In the present study, chronic diseases that have increased in recent years as a result of unconscious consumption by consumers, organic food consumption due to environmental problems, environmental concerns, healthy consumption awareness and the recommendation behavior of health professionals are discussed comprehensively. In the study, frequency analysis, multiple regression analysis and process analysis methods were utilized to obtain findings that will provide significant contributions to the literature. Findings It was determined that the independent variables of environmental concern, healthy consumption awareness, organic food attitude and food safety had a significant and positive effect on the dependent variables of organic food purchase intent and organic food recommendation intent. Furthermore, it was found that organic food purchase intent had a significant and positive effect on organic food recommendation behavior. Finally, the mediating effect of organic food purchase intent between the dependent variables and organic food recommendation behavior was confirmed. Research limitations/implications The present study was conducted within a specific period and on healthcare professionals in Turkey. The study included mostly doctors, nurses, dentists and pharmacists. The inclusion of other healthcare professionals such as dietitians may contribute to making the process more meaningful. In addition, data were collected online from some of the participants in the study and it was not possible to observe the reactions of this group. As a result, the results of this non-mass study cannot be generalized. Practical implications Based on the results of regression analyses in which the study model was tested, all hypotheses were accepted. In this context, it was determined that the independent variables of environmental concern, healthy consumption awareness, organic food attitude and food safety had a significant and positive effect on the dependent variables of organic food purchase intent and organic food recommendation intent. Furthermore, it was found that organic food purchase intent had a significant and positive effect on organic food recommendation behavior. Finally, the mediating effect of organic food purchase intent between the dependent variables and organic food recommendation behavior was validated. Social implications Since healthcare professionals are significant influencers in terms of environmental awareness and organic food consumption, it is necessary to ensure the integration of this population into the process. Moreover, it is beneficial to assign scientists, celebrities and executives who have an important image in the eyes of society in this context. In future academic studies, care should be taken to study this issue in depth with all parties. The issue should be discussed in detail on platforms with all parties present. Originality/value It is crucial to concurrently examine the environmental concerns, organic food purchasing and recommending behaviors and healthy consumption awareness of healthcare professionals, who possess significant insight into conscious consumption. In addition, the lack of studies analyzing the mediating effect of purchase intention proves the originality of this study.