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

Abstract 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.

• Publication year

  2025

• Venue

  Journal of International Food & Agribusiness Marketing

• Publication date

  2025-04-14

• Fields of study

  Not labeled

• Identifiers
  DOI 10.1080/08974438.2025.2483707
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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