Role of Uncertainty as a Moderator on Consumers’ Purchase Intentions Towards Organic Food: A Comparative Study

Rao  Muhammad Rashid; Mahrukh  Askari; Anita  Laila; Qurat ul  Ain Rashid

doi:10.52633/jms.v4i1.140

Authors

Rao Muhammad Rashid Bahria University, Karachi, Pakistan Author
Mahrukh Askari Bahria University, Karachi, Pakistan Author
Anita Laila Bahria University, Karachi, Pakistan Author
Qurat ul Ain Rashid University of Science and Technology of China, Hefei, P.R. China. Author

DOI:

https://doi.org/10.52633/jms.v4i1.140

Keywords:

Organic Food, Uncertainty, Attitude, Purchase Intention, Food Safety, Environmental Security, Health Consciousness

Abstract

The growing advent of the organic food market requires knowledge about how consumers’ attitudes and lack of uncertainty increase or decrease purchase intention. This study examines the factors influencing consumers’ organic food purchase intention and the moderating role of uncertainty through a cross country comparative analysis conducted in three developing countries, where lack of food safety, environmental security, and health consciousness are considered to be the growing concern towards the success of organic food. To find the factors affecting purchase intention and attitude towards products produced organically, a theoretical model was developed and tested, representing factors of health consciousness, food safety concern, environmental consciousness, and consumers’ attitude, whereas uncertainty was taken as a moderator. Hence, the current study expands the existing literature by analyzing the model to integrate individuals’ organic food usage motives to extend their purchasing intentions. The quantitative data was collected from three countries, including Pakistan (n=287), India (n=256), and China (n=354). The findings revealed that health consciousness is a significant forecaster of shaping consumers’ attitudes toward organic food and influencing their intentions towards organic food purchasing. Moreover, the findings also indicated that consumers with a higher level of uncertainty avoid purchasing organic food. The results of this study will be useful for marketing managers, scholars, and retailers to develop appropriate strategies for marketing organic food.

Author Biographies

Rao Muhammad Rashid, Bahria University, Karachi, Pakistan

Department of Management Studies, Bahria University, Karachi, Pakistan
Mahrukh Askari, Bahria University, Karachi, Pakistan

Department of Management Studies, Bahria University, Karachi, Pakistan
Anita Laila, Bahria University, Karachi, Pakistan

Department of Business Studies, Bahria University, Karachi, Pakistan
Qurat ul Ain Rashid, University of Science and Technology of China, Hefei, P.R. China.

Department of Public Affairs, University of Science and Technology of China, Hefei, P.R. China.

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