Organic foods purchase intention, food safety information, and information on organic foods: Value orientations as a mediator

• Chunnian Liu

  Nanchang University

• Xiaoying Yao

  School of Management, Nanchang University, and School of Vocational Normal, Jiangxi Agricultural University

• Yan Zheng

  Nanchang University

• Yingfei Zhu

  Food Inspection and Testing Institute of Jiangxi Province

• Dayu Cao

  School of Economics and Management, Jiangxi Rural Revitalization Strategy Research Institute, Jiangxi Agricultural University

We explored the relationships of food safety information, information on organic foods, and Chinese consumers’ purchase intention, with value orientations proposed as a mediator. The research model was based on the stimulus–organism–response theoretical model and regulatory focus theory. Data were collected using a structured survey with 206 consumers of organic foods. We employed structural equation modelling for data analysis. The results show that information on organic food and information on food safety were significantly associated with environmental value orientation. Organic food information was significantly associated with both health value orientation and hedonic value orientation. In addition, information on food safety, information on organic food, environmental orientation, and hedonic orientation were all significantly associated with purchase intention. Moreover, both environmental orientation and hedonic orientation exerted mediating effects in the relationships between organic food information and consumers’ purchase intention. The results provide novel and valuable insights for understanding organic consumption and offer guidance for the development and promotion of China’s organic food industry.

1. Chunnian Liu, Nanchang University
   School of Management
2. Yan Zheng, Nanchang University
   School of Management

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