A MODERATION MODEL OF PERCEIVED FOOD QUALITY ON THE RELATIONSHIP BETWEEN ENVIRONMENTAL CONSCIOUSNESS AND INTENTION TO PURCHASE ORGANIC FOOD PRODUCTS

Abstract

Consumers' demands for safer and healthier goods rise in tandem with their purchasing power and their level of product knowledge. The organic food movement has also captured the interest of consumers. Considering the mediating roles of perceived food quality, this study examines the connection between environmental consciousness and the desire to purchase organic food. The goal is to provide fresh insight into how people think about and plan to act in response to organic food. Empirical findings from a survey of 590 Karnataka Organic food shoppers at various organic food product outlets support the idea that a concern for the environment influences the likelihood that a shopper will choose to purchase organic products. The connection between ecological awareness and the intent to buy organic foods is moderated by the opinion that these foods are of high quality. This research adds to the existing body of work on organic food in multiple ways. This research will provide light on why people who care about the environment are more likely to buy foods that have been grown using sustainable practices. Previous literature has supplied relatively few indications regarding this link, therefore understanding it helps to fill a study gap. This research contributes to the existing organic food literature by shedding light on the moderating roles of perceived food quality in the connection between environmental consciousness and organic food purchase intention. Consequently, this research not only clarifies the direct effect of environmental consciousness on organic food buy intention, but also the indirect influence of environmental consciousness on organic food purchase intention. Important managerial implications for understanding consumer behavior and building better judgments to meet customers' requirements regarding organic foods are also provided by this study.

Keywords: Perceived food quality, Environmental Concerns, Purchase intentions, Organic food products