The moderating effect of health orientation and subjective norms on the relationship between personal values and organic food purchase intention

Oliveira, Alessandro Silva de; Campos, Rita de Cássia Leal; Quiroga Souki, Gustavo; Boas, Luiz Henrique de Barros Vilas

http://hdl.handle.net/10400.1/27104

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Authors

Oliveira, Alessandro Silva de

Campos, Rita de Cássia Leal

Quiroga Souki, Gustavo

Boas, Luiz Henrique de Barros Vilas

Abstract(s)

Understanding how organic food consumers' (OFCs) values influence their organic food purchase intention (OFPI) is paramount. This study examines the impact of OFCs ' values on OFPI and the moderating role of health orientation and subjective norms in this relationship. This study involved 307 OFCs who filled out an online form regarding attributes, consequences, and values (A-C-V), OFPI, health orientation, and subjective norms related to organic food consumption. Using PLS-SEM and the Means-End Chain Theory, results indicate that OFCs' values positively influence OFPI. Health orientation positively moderates the relationship between values and OFPI, while subjective norms negatively moderate it.