Organic food buying intention drivers: a study based on Means-End Chain Theory

Purpose – Understanding how attributes, consequences and values (A-C-V) influence the predisposition to purchase and buying intention of organic food consumers (OFC) is crucial for its stakeholders. This study aims to (1) investigate whether OFC perceptions of the A-C-V impact their predisposition to purchase and buying intention; (2) examine the mediating effect of predisposition to purchase on the relationship between OFC personal values and their buying intentions; (3) verify whether consumers with distinct levels of organic food buying intention perceive differently of A-C-V, predisposition to purchase and consumption frequency.

Design/methodology/approach – This quantitative study comprised 307 consumers who filled out a form about their perceptions of organic foods` A-C-V and their consumption frequency, purchasing predisposition, and buying intention. PLS-SEM tested the hypothetical model that resorted to the Means-End Chain Theory (Gutman, 1982). Cluster analysis based on OFC’s buying intentions compared their perceptions of the A-C-V, purchasing predisposition, and consumption frequency.

Findings – The OFC’s perception of the attributes of these foods impacts the consequences of their consumption and values. Such values positively influence their purchase predisposition and buying intention. Predisposition to purchase measured the relationship between OFC values and purchase intention. Three OFC clusters were identified according to their buying intention. Such groups perceive the A-C-V singularly and have different purchasing predispositions and consumption frequency.

Originality/value – OFC values directly influence buying intentions. However, the predisposition to purchase strongly mediates the relationship between values and buying intentions, producing an indirect impact more notable than a direct one. It brings academic and managerial contributions to the organic food stakeholders.

Keywords: Organic food, Food marketing, Consumer attitudes, Personal values, Sustainability, Means-End Chain Theory