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Assessment of Social Transmission of Food Preferences Behaviors
Published on: January 25, 2018
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Information disorder and organic food purchasing behavior: A moderated mediation model
1School of Economics and Management, Jiangxi Agricultural University, Nanchang, China.
Frontiers in Nutrition
|August 5, 2022
Summary
Consumers
Area of Science:
- Consumer Behavior
- Information Science
- Organic Food Industry
Background:
- Social media and internet growth present opportunities and challenges for the organic food industry.
- Excessive online information can lead to information disorder, negatively impacting consumers and industry progress.
- Understanding consumer responses to online organic food information is crucial.
Purpose of the Study:
- To investigate the impact of organic food information uncertainty and search anxiety on purchase behavior.
- To examine the mediating role of attitude and the moderating role of involvement in these relationships.
- To introduce the concept of information disorder within the organic food consumer context.
Main Methods:
- Cross-sectional data collected from 620 organic food consumers in Jiangxi Province, China.
- Structural Equation Modeling (SEM) was employed to analyze the data.
- Investigated relationships between information uncertainty, search anxiety, attitude, involvement, and purchase behavior.
Main Results:
- Organic food information uncertainty and search anxiety significantly influenced consumer attitudes.
- Consumer attitude positively impacted organic food purchase behavior.
- Attitude significantly mediated the effects of information uncertainty and search anxiety on purchase behavior.
- Consumer involvement moderated the indirect relationship between information uncertainty and purchase behavior.
Conclusions:
- Consumer attitude is a key mediator in the relationship between information uncertainty/anxiety and organic food purchasing.
- Information uncertainty and search anxiety, influenced by information disorder, affect organic food purchase behavior.
- Consumer involvement plays a moderating role, highlighting the complexity of online information's impact on organic food consumption.
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