Mechanism and boundary condition of consumer-to-consumer support on purchase intention in clean food social commerce

Purpose This study aimed to explore the purchase intention process in the clean food social commerce (SC) domain. It specifically focused on when consumer-to-consumer (C2C) information and emotional social support elicit a stronger influence on purchase intention. It also considered the mediation role of trust in the seller. Design/methodology/approach This study draws its conclusion based on data from a cross-sectional survey of 368 Tanzanian youth. Partial Least Squares Equation Modelling (PLS-SEM) was adopted to test the research model, which was grounded in social support theory, source credibility theory, persuasion knowledge model and trust transfer theory. Findings It was revealed that a stronger positive influence of emotional and informational support on purchase intention is subject to the source of support. Also, trust in the seller revealed mediation effects on relationships. Originality/value This study uniquely clarifies the boundary condition behind the effectiveness of types of C2C social support in clean food SC. Also, it unveils the critical role of trust in the seller. Therefore, it offers strategic guidance for augmenting consumer trust and promoting clean food purchases, thereby advancing progress towards the UN-SDGs, particularly Goal 12.