Influences of background factors on consumers’ purchase intention in China’s organic food market: Assessing moderating role of word-of-mouth (WOM)

The present study aims to clarify how background factors influence consumers’ intention of purchasing organic food from individual, social, and information perspectives (i.e., health consciousness, self-perceived vegetarian, as well labeling). Another aim is explore the moderating role word-of-mouth (WOM) in relationship between purchase decision fill intention-behavior gap field behavior food. data were acquired through purposive sampling method by distributing questionnaires among consumers. 280 out 306 valid proceed statistical analysis. All proposed hypotheses verified structural equation modeling (SEM) SPSS PROCESS regression As suggested results, except for hedonistic motivation factor, other information) significantly impacted intention. Moreover, was moderated (WOM). sheds light on motivate stressing vital individual attitude consciousness), social vegetarian environmental concern), labeling media information). Besides, a novel insight presented marketers deepen via effect