Oliveira, Alessandro Silva deCampos, Rita de Cássia LealQuiroga Souki, GustavoBoas, Luiz Henrique de Barros Vilas2025-05-092025-05-092025-04-140897-4438http://hdl.handle.net/10400.1/27104Understanding 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.engBuying intentionFood marketingMeans-End Chain TheoryOrganic foodPLS-SEMTheory of planned behaviorjournal article10.1080/08974438.2025.24837071528-6983