An Empirical Analysis of the Effect of Trust on Purchase Intentions of Organic Foods

Abstract

The issue of trust has been recognized as an important factor in the intention to purchase organic food. This study focuses on the role of different dimensions of trust in organic food purchase intention in China, aiming to explore whether there are differences in their effects and mechanisms. We conducted empirical tests using PLS-SEM with data from a survey of 400 Chinese consumers. The results show that different dimensions of trust have different magnitudes of influence on organic food purchase intentions. In addition, trust can influence purchase intention through attitudes and subjective norms. Meanwhile, perceived behavioral control was not a significant moderating variable.