The Mediating Role of Risk Perception and Price Consciousness on the Trust and Purchase Intention of Organic Food

Organic food is a healthier, more environment-friendly option that aligns with sustainable and ethical consumption. The research paper aims to study the relationship between trust and pur chase intention of organic food. It also examines the mediating role of risk perception and price consciousness between trust and purchase intention. The current study explores how trust in fluences the purchase intention of organic food. It also investigates the mediating role of risk perception and price consciousness between trust and purchase intention. The study employed a quantitative research design. The data from 386 individuals residing in Biratnagar were col lected and analysed using structural equation modelling with AMOS 26. The findings reveal that trust positively and significantly impacts the purchase intention for organic food. Price consciousness emerged as a strong mediator, and risk perception had a marginal mediating effect. Considering the significance of trust in organic product purchase intention, price sensi tivity persists as an important consideration by people, and perceived risk can also constrain buying intention. Marketers must focus on strategies that reduce price sensitivity and address risk perception concerns to increase the demand for organic food. Policymakers must also lever age trust to promote responsible consumption while focusing on price consciousness and risk perception. Findings are limited to similar socio-economic settings, and they relied on cross-sec tional data, not reflecting the change occurring over time. The study contributes to the body of knowledge by focusing on the effect of trust, risk perception, and price sensitivity on consumer purchase intention for organic foods in Nepal.