Understanding organic vegetable purchase intentions in an emerging market: The role of values, risks, and knowledge

The environmental consequences of food production, particularly crop cultivation, have become a growing global concern. In China, the high demand for vegetables has intensified agricultural practices, contributing to soil degradation and pollution. This study investigates the psychological and informational determinants of Chinese consumers’ intentions to purchase organic vegetables as a sustainable alternative. Grounded in value theory and perceived risk theory, a structural model was developed and tested using data from 650 respondents through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that egoistic, altruistic, biospheric, and collectivistic values positively shape consumer attitudes, whereas financial and functional risks exert negative influences. Attitude significantly predicts purchase intention and mediates the effects of both value orientations and perceived risks. Furthermore, consumer knowledge directly enhances purchase intention but weakens the strength of the attitude–intention relationship, suggesting that informed consumers engage in more critical processing. By integrating values, perceived risks, and knowledge into a unified model, this study advances the theoretical understanding of sustainable consumption and provides practical insights for promoting organic food choices through culturally targeted marketing, transparent communication, and public education initiatives in emerging markets.