An Investigation on Organic Food Purchase Intention on E-Commerce Platforms

This study aimed to examine the effects of health consciousness, environmental consciousness, perceived trust, perceived value, and perceived risk on organic food purchase intention on e-commerce platforms. Additionally, it aimed to investigate the mediating role of attitude in these relationships. The research, designed in the relational screening model, was conducted with a total of 400 participants selected through convenience sampling among organic food consumers. The data collected through an online survey method were analyzed using SPSS v26 software. Validity and reliability analyses of the scales used in the research were conducted, the normality of data distribution was tested, and relationships between variables were examined using Pearson correlation analysis. Three-stage multivariate regression analyses were performed to examine the mediating effect. The research findings revealed that health consciousness, environmental consciousness, perceived trust, and perceived value had significant positive effects on both attitude and purchase intention, while perceived risk had significant negative effects on both variables. Additionally, attitude was found to have a significant positive effect on purchase intention. Mediation analyses demonstrated that attitude played a partial mediating role in the relationships between health consciousness and environmental consciousness with purchase intention, while it had a full mediating role in the relationships between perceived trust, perceived value, and perceived risk with purchase intention. In light of these findings, it is recommended that businesses selling organic food on e-commerce platforms should develop marketing strategies emphasizing consumers' health and environmental consciousness, and adopt attitude-focused approaches towards building trust, enhancing value perception, and reducing risk perception. Furthermore, it is advised that they should consider both rational and emotional aspects of consumer decision-making in website design and communication strategies, and develop specific strategies for first-time shoppers.