Abstract

Globally, food consumption has witnessed an evolving trend due to increase in health concerns, with consumers developing different perceptions, attitudes and intention towards purchase of organic product, rather than food produced using conventional agricultural practices. This research is designed to investigate the role of extant corpus conceptualized in terms of e-WOM, price perception, perceived value, brand image and consumer innovativeness on consumer attitudes in shaping purchase intention of consumers towards organic food in emerging Chinese market. Therefore, this research is anchored based on literature review, on determinants and theories relevant to consumer attitudes and purchase intention of organic food in different contexts. According to findings, it was revealed that both e-WOM, price perception, perceived value, brand image and consumer innovativeness play a significant role in determining the purchase intention of consumers towards organic food. Similarly, it was revealed from the findings that the role of e-WOM, price perception, perceived value, brand image and consumer innovativeness on purchase intention of consumers towards organic food, was mediated by consumer attitude. Thus, this research contributed to literature in the realm of extant corpus, consumer attitudes and purchase intention towards organic food, by providing new insights on variables that shaped attitudes and purchase intention of consumers towards organic food in Chinese context. Lastly, research implications were provided for practitioners in organic food market, policy makers, and researchers.

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