Investigating social influence, trust and greenwashing in organic food purchases: insights from a developing country

Purpose The organic food market, particularly in developing countries, is in its early stages, primarily operating as a niche market. Concerns about trust and greenwashing necessitate a comprehensive study to understand the current state of the market and promote its growth, particularly in light of food safety issues in developing countries. This study examines the effects of social influence on consumers’ attitudes, green trust and greenwashing in their purchasing behaviour of organic food. Design/methodology/approach Utilising a quantitative and correlational approach, the research employed an online survey as its primary data collection instrument. The study focused on Malaysian organic food consumers aged 18 years and older, with 350 valid responses analysed after outlier removal and data cleaning. The study confirmed the reliability and validity of the constructs. Findings The findings revealed that social influence significantly affects green trust, greenwashing and purchase behaviour. A serial mediation effect of green trust and attitude on purchase behaviour was also observed. These findings shed light on the current state of organic food development in developing countries, benefiting industry stakeholders, including businesses across the supply chain, researchers, national policymakers and communities, especially those in other developing countries with a similar industry development trajectory. Originality/value Further advancing from recent findings on the growing consumer interest in organic food, additional research should delve into perspectives from developing nations. Understanding these markets is crucial for uncovering their distinct challenges and opportunities. Previous studies have highlighted the factors driving organic food purchases, including health concerns, product quality, environmental considerations and consumer attitudes shaped by health consciousness, knowledge of organic foods, norms and perceived pricing. Yet, the influence of social factors on organic food purchasing behaviour remains underexplored, especially in collectivist societies, highlighting a critical area for future investigation.