Stimulus-organism-response model and the conformity effect on consumer purchase intention of organic food

The purpose of this study is to investigate the variables that influence Chinese consumers' decisions to buy organic food. The 'stimulus-organic-response' (S-O-R) model served as the research foundation for this investigation. To test the hypotheses, 310 replies were received and analysed with PLS-SEM. The findings indicate that Chinese consumers of organic food are objectively stimulated by brand image and organic labels. Purchase intention is a response, and customer-perceived values are strongly depicted through the model as the organism elements. The relationship between a customer's perceived functional value and purchase intention is strongly moderated by conformity. This study adds to the body of knowledge by using the S-O-R theory to provide a deeper understanding of Chinese consumers' purchasing intentions for organic food. It also provides Chinese policymakers and organic food suppliers with solutions to increase organic food sales to expand the Chinese organic food market.