Attitude towards Organic Food and Purchase Intention: Role of Cancer Information, Cancer Belief, Food Safety, Health Consciousness and Natural Content

Abstract

Attitude plays a crucial role in shaping purchase intention because a positive attitudes often lead to a higher likelihood of buying a product. Therefore, research aimed to examine the impact of natural content, health consciousness, food safety concerns, and cancer-related information on consumers’ attitudes towards organic food and purchase intention, with the moderation of cancer beliefs. Crosssectional quantitative data were collected from 275 organic food consumers using a purposive sampling technique. The findings demonstrated that consumers’ attitudes towards organic food are positively and significantly impacted by cancer-related information, health consciousness, natural content, and food safety concerns. The purchase intention of organic food is also positively and significantly impacted by consumers’ attitudes. Furthermore, cancer beliefs also moderate among all independent variables and attitude towards organic food. These insightful findings suggest that to influence customers’ preferences and purchase intentions, marketers and health policymakers should incorporate the health-related safety benefits of organic food with its features in advertisements. To improve the generalizability of findings, our study cleared the path for future researchers to expand on existing research and investigate novel moderating variables in a comparable and varied setting