Access to this full-text is provided by Canadian Center of Science and Education.
Content available from Asian Social Science
This content is subject to copyright.
Asian Social Science; Vol. 20, No. 6; 2024
ISSN 1911-2017 E-ISSN 1911-2025
Published by Canadian Center of Science and Education
67
Extant Corpus on the Role of Consumer Attitudes in Shaping Purchase
Intention on Organic Food in China
Lin Rouping1 & Yeoh Khar Kheng2
1 PhD Candidate, School of Business Management, University Utara Malaysia
2 Senior Lecturer, School of Business Management, University Utara Malaysia
Correspondence: Yeoh Khar Kheng, School of Business Management, College of Business, University Utara
Malaysia, 06010 Sintok, Kedah, Malaysia, Tel: 017-4194-787. E-mail: kharkheng@uum.edu.my
Received: October 8, 2024 Accepted: October 28, 2024 Online Published: November 19, 2024
doi:10.5539/ass.v20n6p67 URL: https://doi.org/10.5539/ass.v20n6p67
Abstract
Globally, food consumption has witnessed an evolving trend due to increase in health concerns, with consumers
developing different perceptions, attitudes and intention towards purchase of organic product, rather than food
produced using conventional agricultural practices. This research is designed to investigate the role of extant
corpus conceptualized in terms of e-WOM, price perception, perceived value, brand image and consumer
innovativeness on consumer attitudes in shaping purchase intention of consumers towards organic food in
emerging Chinese market. Therefore, this research is anchored based on literature review, on determinants and
theories relevant to consumer attitudes and purchase intention of organic food in different contexts. According to
findings, it was revealed that both e-WOM, price perception, perceived value, brand image and consumer
innovativeness play a significant role in determining the purchase intention of consumers towards organic food.
Similarly, it was revealed from the findings that the role of e-WOM, price perception, perceived value, brand
image and consumer innovativeness on purchase intention of consumers towards organic food, was mediated by
consumer attitude. Thus, this research contributed to literature in the realm of extant corpus, consumer attitudes
and purchase intention towards organic food, by providing new insights on variables that shaped attitudes and
purchase intention of consumers towards organic food in Chinese context. Lastly, research implications were
provided for practitioners in organic food market, policy makers, and researchers.
Keywords: Extant Corpus, Consumer Attitudes, and Purchase Intention.
1. Introduction
The market for organic food is currently changing global food landscape, as consumers have high taste and
desire for organic food (Liu et al., 2021). The changing trend is demonstrated through growing purchase
intention among consumers, as they avoid food produced using conventional method (chemicals, pesticide
residues and other harmful agricultural practices) (Alzubaidi et al., 2021; Canwat, & Onakuse, 2022) and switch
to organic food, which is produced using traditional method and is often considered safer for consumption
(Tandon et al. 2020), due to its associated health benefits (Castellini et al., 2020). Hence, the market for organic
food expands dramatically across the globe (Kushwah et al., 2019).
Accordingly, the organic food market expansion is understood through visualization of the product in internet
platforms and proliferation in shelves of supermarkets across different countries (Le-An & Nguyen-To, 2020). In
Brazil, for example, growing demand for organic food, accounted for 11% increase in annual sales (Lin et al.,
2021; Lima et al. 2022). While, in China, an increased preference for organic food, accounted for over $8.3
billion sales of organic food, as the country invested greatly in organic food production, and dedicated over 311
million hectares of land for agriculture. Hence, the organic food signifies significant market potentials in
emerging economies that accounted for USD 90 billion in sales as at 2020 (Nafees et al. 2022).
Notwithstanding, there is growing literature on consumer preference for organic food products (Ghadani et al.,
2022; Lin et al., 2021). Yet, little is known on how extant corpus such as e-word of mouth (Akbari et al., 2022),
price perception (Hasan et al., 2023), perceived value (Roh et al., 2022), brand image (Rachmad et al., 2023),
and consumer innovativeness (Kamboj & Sharma, 2023; Anwar et al., 2021), either influence consumer attitudes
or shape purchase intention among consumers towards organic food (Hamdan et al., 2023). Therefore, this
ass.ccsenet.org Asian Social Science Vol. 20, No. 6 2024
68
research contributed to literature on how consumer attitudes and purchase intention towards organic food are
shaped by e-word of mouth, price perception, perceived value, brand image, and consumer innovativeness, in
China - an emerging market.
2. Literature Review
2.1 Extant Corpus
2.1.1 Electronic Word of Mouth (e-WOM)
Electronic word-of-mouth (e-WOM) refers to any feedback, positive or negative, from potential, actual, or
previous customers regarding a business or product that is shared online with a large number of people and
organizations (Romadhoni et al., 2023; Schleenbecker & Hamm, 2013). The concept is also used by researchers,
to refer to frequency of exposure to online reviews, comments, ratings, as well as discussions about organic food
products on forums, social media sites, and e-commerce websites (Wang, 2019). In this research, e-WOM refers
to comments and viewpoints expressed on online forums, social media, and other digital platforms such as
WeChat, Weibo, Dianping, blogs and internet forums like Alibaba, and JD.com. Therefore, e-word-of-mouth is
described as a powerful tool in the digital marketing landscape, that influences consumer attitude and shape
purchase intention towards organic food (Fatima et al., 2024).
2.1.2 Price Perception
Price perception is defined as the consumers’ view or understanding of the price of a product in relation to its
value or quality (Beaumais & Crastes dit Sourd, 2024). Accordingly, Grewal, Monroe and Krishnan (1998)
contend that consumers perceived price as direct cues to evaluate products in relation to their expectations in
terms of quality, usability and perceived benefits. In the same way, price perception is often not simply about the
actual price but about how consumers interpret the value for money, affordability, and fairness of a product’s
price (Yucha, Ardianto, & Putri, 2022). Price perception can significantly impact brand loyalty and product
choice, as in the case of price increase, sensitive consumers are more likely to switch brands; while, consumers
who cares about superior quality may remain loyal to premium brands (Kevin & Simon, 2024). Therefore, price
perception is considered a vital tool that helps consumers to form positive attitudes of a product and increase
purchase of organic food (Konuk, 2017).
2.1.3 Perceived Value
Perceived value reflects consumers' trade-off between perceived benefits (functionality, or emotional satisfaction)
and perceived costs (such as price, time, or effort) (Uzir et al., 2021; Sweeney & Soutar, 2001). Functional value
relates to product's practical or utilitarian benefits. While, emotional value refers to feelings or affective states
that a product can evoke in consumers. On the other hand, social value refers to the extent to which the product
contributes to the consumer's social image or status. In contrast, price-value involves the consumer’s perception
of whether the price paid is fair in relation to the benefits received. Thus, perceived value is considered a vital
tool that shape consumer attitude (Molinillo et al., 2021), and purchase intention (Hoang Dam et al., 2024),
especially as consumers attribute several health benefits to organic food, in terms of nutritional content and
absence of harmful chemicals, which also helps consumers to have a sense of well-being, pride, and satisfaction
(Nica, 2020).
2.1.4 Brand Image
Brand image can be defined as the set of beliefs and perceptions consumers hold about a brand, which are
formed through direct interactions with the brand as well as through marketing efforts, and other external
influences (Konuk, 2023; Keller, 1993). Equally, Martin and Nasib (2021) defined brand image as the consumers’
beliefs about a brand’s attributes, as well as totality of memory consumers hold about a product, which typically
affects their decision-making, product loyalty and purchase intentions. At one hand, brand image entails
preference or positive associations that consumers have built over time about a product, which shape their
perception to purchase the brand even at tough times (Godey et al., 2021). On the other hand, brand image
involves strong trustworthiness about product’s benefits, leading to repeat purchase or higher purchase intention
behavior (Wijaya & Putra, 2023). Hence, brand image plays a central role in shaping consumer attitude and
greater intention to purchase organic food (Kwak, Lee, & Cha, 2021).
2.1.5 Consumer Innovativeness
Consumer innovativeness refers to the degree to which individuals are open to new products or ideas, and
likelihood of consumers to adopt new product quicker than others (Kim & Cha, 2021). Generally, consumer
innovativeness is categorized into: innate innovativeness (which focused on personality traits of consumers);
ass.ccsenet.org Asian Social Science Vol. 20, No. 6 2024
69
domain-specific innovativeness (which focused on consumer behavior in specific product categories); and lastly,
actualized innovativeness (which specifically focused on consumer behavior towards adopting new products)
(Eryigit, 2020; Heidenreich et al., 2017). Likewise, consumer innovativeness has been interpreted in line with
sustainable consumption and adoption of sustainable products, such as electric vehicles and organic foods (Li et
al., 2021). Hence, consumer innovativeness refers to the degree to which consumers develop a receptive attitude
that shapes their intention towards purchase of organic food products (Hu, Parsa, & Self, 2010).
2.2 Consumer Attitude
Consumer attitude is typically defined as predisposition of consumers to respond consistently to a product or
service in a particular manner (Ajzen, 1991). However, in the context of sustainable consumption, consumer
attitude reflects how consumers perceive the environmental and ethical aspects of products, which can
significantly influence their decision-making process (Li et al., 2021). Accordingly, Eryigit (2020) contends that
psychological factors such as values, beliefs, and prior experiences are key drivers of attitude formation. Still,
Shao and Ünal (2019) found that factors like e-word of mouth, price perception, perceived value, brand image
and consumer innovativeness play significant roles in influencing consumer attitudes and shaping behavioral
intention to purchase a product or services.
2.3 Purchase Intention
Purchase intention is widely regarded as a critical predictor of actual purchase behavior and is shaped by several
variables, including attitudes, perceived value, brand image, and external influences such as price perception and
e-WOM (Hsu, Chang, & Lin, 2019). Essentially, purchase intention reflects the consumer’s likelihood or
willingness to purchase a product based on various factors such as attitude, perceived value, image of the brand,
and external marketing efforts. Accordingly, Lin et al. (2021) emphasized that positive consumer attitudes
directly impact purchase intention, particularly in sectors like organic food and sustainable products. Therefore,
purchase intention in this context, refers to consumers’ purchasing behavior, conscious decision to buy a product
or service, as well as actual buying intention.
2.4 Theoretical Underpinning
2.4.1 Theory of Planned Behavior (TPB)
This theory was developed by Icek Ajzen in 1991, and has become the most widely applied models in human
behavior and decision-making literature. The theory is and extension of Theory of Reasoned Action (TRA) that
focused on perceived behavioral control, which offers significant insights on volitional and non-volitional
behavior. The theory has been used extensively to explain how attitudes influence behavioral intentions and
subsequent actions. Here, attitude refers to the individual’s positive or negative evaluation of performing the
behavior, based on beliefs about desirable outcomes or expected consequences. Accordingly, Paul et al. (2016)
applied this theory to explain organic food purchase behavior, by emphasizing that consumers who have positive
attitudes, have stronger purchase intentions because they are more likely to find and afford organic products.
2.4.2 Consumer Perception Theory
Consumer perception can be defined as the process by which individuals select, organize, and interpret sensory
input to form a coherent and meaningful view of the world (Scott et al., 1981). This process typically involves
three stages: Exposure: The consumer's encounter with a product, brand, or marketing message. Attention: The
degree to which the consumer notices and focuses on the stimulus. Interpretation: The consumer’s understanding
and assignment of meaning to the stimulus. Each of these stages is influenced by factors such as prior
experiences, beliefs, values, and situational context, making perception highly subjective and variable among
different consumers. Hence, perception is a cognitive process that leads to the formation of attitudes, purchase
intentions, and ultimately behavior, because it allows consumers to assess the value, quality, and relevance of a
product or services based their individual needs and preferences.
ass.ccsenet.org Asian Social Science Vol. 20, No. 6 2024
70
2.5 Conceptual Framework
Figure 2.1: Conceptual Framework
2.6 Hypotheses Development
2.6.1 Relationship Between E-Word of Mouth and Purchase Intention
Electronic word-of-mouth (e-WOM) has become one of the most significant predictor of purchase intention. In
the digital age, e-WOM provides credible, unbiased, and easily accessible information, in form of online reviews,
social media interactions, and recommendations (Rahman et al., 2020), help consumers to develop positive
attitude about a product and directly influence consumers’ purchase intentions (Romadhoni et al., 2023).
Correspondingly, Goraya et al. (2019) found that e-WOM enhances better perception about brand, as well as
consumers’ willingness to purchase a product. Equally, Erkan and Evans (2016) found that consumers exposed to
positive e-WOM were more likely to form favorable attitudes toward a product, leading to higher purchase
intentions. Additionally, Kevin and Simon (2024) found that WOM can significantly affect consumer purchase
decision. Hence, e-WOM is critical in stimulating consumers’ purchase intention towards organic food.
Therefore, it is proposed that,
H1: E-Word of mouth has significant on influence on purchase intention.
2.6.2 Relationship Between Price Perception and Purchase Intention
Price perception, which refers to consumers' evaluation of cost of a product relative to its perceived benefits,
plays a central role in formation of consumers’ purchase intention (Beaumais & Crastes dit Sourd, 2024).
Accordingly, Uzir et al. (2021) empirically found that when consumers perceived price of a product as fair and
acceptable, the consumers become more keen towards purchase intentions. Suggesting that price perception
affects purchasing behavior and intention significantly, particularly in competitive markets where consumers
compare prices easily across brands (Nica, 2020). Likewise, Yucha et al. (2022) attested to the fact that price
perception has significant effects on purchase intention. Still, Konuk (2023) found that price fairness influence
purchase intention as well as consumer loyalty towards organic food. Additionally, Kevin and Simon (2024)
found that price perception can significantly affect consumer purchase decision. Hence, price perception is
critical in determining consumers’ purchase intention towards organic food because of its perceived benefits.
Therefore, it is proposed that,
H2: Price perception has significant influence on purchase intention.
2.6.3 Relationship Between Perceived Value and Purchase Intention
Perceived value, conceptualized as consumer's overall assessment of the utility of a product in terms of quality,
functionality, or emotional benefits, is yet another strongest predictor of purchase intention (Molinillo et al.,
2021). In line with this, Uzir et al. (2021) asserted that when consumers perceive a product as highly valuable
(sustainable products and services), by weighting social and environmental benefits against the price, they tend
to develop greater purchase intention. Suggesting that purchase intention is significantly influenced by perceived
ass.ccsenet.org Asian Social Science Vol. 20, No. 6 2024
71
value, as it offers consumers a justification for their purchase decisions. Furthermore, Nica (2020) established
that when consumers perceived greater value from consumption of product, especially that offers health and
environmental benefits, they become more inclined to purchase such a product, as in the case of organic products.
Hence, perceived value is key in influencing purchase intention of consumers towards organic food. Thus, it is
proposed that,
H3: Perceived value has significant influence on purchase intention.
2.6.4 Relationship Between Brand Image and Purchase Intention
Brand image, which refers to believe consumers hold about a brand, is a powerful factor in shaping consumer
purchase behavior, leading to higher purchase intentions, because it reduces perceived risk associated with
product’s consumption and makes consumers more comfortable to repeatedly purchase the product (Wijaya &
Putra, 2023). Equally, Konuk (2023) established that even in the organic food sector, brand image is used as
powerful tool to boost purchase intention of consumers, because it reflects sustainability and social responsibility
of corporate enterprise through best product offerings. Additionally, Kwak et al. (2021) confirmed that
consumers are more likely to purchase organic food from brands that they perceive as healthy, beneficial and
contained essential nutrients. Hence, brand image is significant in boosting purchase intention towards organic
food among consumers. Therefore, it is proposed that,
H4: Brand image has significant influence on purchase intention.
2.6.5 Relationship Between Consumer Innovativeness and Purchase Intention
Consumer innovativeness refers to consumers’ tendency to embrace new products, because they are more open
to exploring and trying new experiences, and thus, are more likely to develop high purchase intention
(Goldsmith, 2016). Consequently, Eryigit (2020) found that highly innovative consumers have stronger purchase
intention, because they are risk-averse and ready to experiment novel products. Similar finding was also reported
by Li et al. (2021) who found that willingness to explore and adopt new products leads to stronger purchase
intentions, particularly in industries that offer technology and sustainable products. Yet, in the context of organic
food, consumer innovativeness has positive influence on purchasing intention of organic products, as innovative
consumers are more willing to adopt new products and thus, translating into stronger purchase intentions (Kim &
Cha, 2021). Hence, consumer innovativeness is a key predictor of purchase intention towards organic food
among consumers. Therefore, it is proposed that,
H5: Consumer innovativeness has significant influence on purchase intention.
2.6.6 Mediating Role of Consumer Attitude
Consumer attitude plays a significant role in driving purchase intention of consumers and serving as conduit for
e-WOM, price perception, perceived value, brand image and consumer innovativeness to boost purchase
intention of consumers in diverse sectors (Nica, 2020). Accordingly, Kamalasena and Sirisena (2021) established
that consumer attitudes toward a product significantly mediate the effect of e-WOM on purchase intentions.
Similarly, Yucha et al. (2022) found that price perception significantly influences purchase intentions through the
formation of favorable consumer attitudes, particularly when price fairness and quality are well-aligned. Again,
Uzir et al. (2021) confirmed that consumer attitudes act as a mediator between perceived value and purchase
intention, particularly in contexts where consumers weight the functional, emotional, and social benefits of a
product against its cost. Still, Konuk (2023) found that positive brand image creates a halo effect, whereby
consumers form positive attitudes that drive their purchase intentions. Additionally, Li et al. (2021) established
that consumer innovativeness significantly influences the adoption of sustainable products like organic food,
where attitudes play a crucial mediating role, as it stimulates the consumers’ purchase intentions. Therefore, it is
proposed that,
H6: Consumer attitude mediates the relationship between e-WOM and purchase intention.
H7: Consumer attitude mediates the relationship between price perception and purchase intention.
H8: Consumer attitude mediates the relationship between perceived value and purchase intention.
H9: Consumer attitude mediates the relationship between brand image and purchase intention.
H10: Consumer attitude mediates the relationship between consumer innovativeness and purchase intention.
3. Methodology
This research is anchored based on literature review. Accordingly, germane literature in the field of extant corpus,
consumer attitude and purchase intention towards organic food, as well as theoretical underpinnings, were used
ass.ccsenet.org Asian Social Science Vol. 20, No. 6 2024
72
as basis for developing hypotheses, that could be tested empirically using quantitative and cross sectional survey
design (Wenzel & Babbie, 1994). This type of research design, is particularly important as the purpose is to
generalize findings to entire population (Lewis-Beck, Bryman, & Futing Liao, 2004). Hence, it is suitable for
collecting data from organic food consumers in China, using online questionnaire and statistical testing of causal
inferences between independent and dependent variables, as well as role of mediator using structural equation
modelling (Hair et al., 2019).
4. Conclusion and Research Implications
In conclusion, this research investigates the role of extant corpus on consumer attitude and purchase intention
towards organic food. In this research, extant corpus was conceptualized in terms of e-WOM, price perception,
perceived value, brand image and consumer innovativeness. While, consumer attitude acted as mediating
variable that provides conduit for extant corpus components to impact purchase intention of Chinese consumers
towards organic product. Thus, this research is supported by relevant literature (conceptual, theoretical and
empirical), which provided a basis for attesting causality between variables. Generally, it was found that e-WOM,
price perception, perceived value, brand image and consumer innovativeness affect purchase intention towards
organic food. Similarly, it was found that the mediating role of consumer attitude in the realm of extant corpus
and purchase intention research, is positive and significant.
This research contributed to literature by improving knowledge and providing new insights on formation of
consumer perceptions and attitudes and how these variables jointly influence purchase intention of organic food
among Chinese consumers. Acknowledging the role of consumer perceptions and attitudes on purchase intention
decisions, this research adds to the body of knowledge regarding successful tactics that key players or
practitioners can adopt to encourage the consumption of organic foods among consumers. Likewise, the outcome
of this research can be implemented by stakeholders in organic food industry, in order to cultivate a consumer
base that is health-conscious and promote consumption practices that are environmentally sustainable. Moreover,
policymakers and marketers can use this research as a guiding template in changing consumers' perceptions,
shaping consumers’ attitude and enhancing purchase intention towards organic food product. Lastly, future
researchers can examine the framework using qualitative research design or longitudinal study.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes,
50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
Akbari, M., Foroudi, P., Zaman Fashami, R., Mahavarpour, N., & Khodayari, M. (2022). Let us talk about
something: The evolution of e-WOM from the past to the future. Journal of Business Research, 149,
663-689. https://doi.org/10.1016/j.jbusres.2022.05.061
Alzubaidi, H., Slade, E. L., & Dwivedi, Y. K. (2021). Examining antecedents of consumers’ pro-environmental
behaviours: TPB extended with materialism and innovativeness. Journal of Business Research, 122,
685-699. https://doi.org/10.1016/j.jbusres.2020.01.017
Anwar, A., Thongpapanl, N. (Tek), & Ashraf, A. R. (2020). Strategic imperatives of mobile commerce in
developing countries: the influence of consumer innovativeness, ubiquity, perceived value, risk, and cost on
usage. Journal of Strategic Marketing, 29(8), 722-742. https://doi.org/10.1080/0965254x.2020.1786847
Beaumais, O., & Crastes dit Sourd, R. (2024). Modeling Quality and Price Perception in the Choice of Drinking
Water in France: A Hybrid Choice Model Approach. Water Resources Research, 60(2). Portico.
https://doi.org/10.1029/2023wr034803
Canwat, V., & Onakuse, S. (2022). Organic agriculture: A fountain of alternative innovations for social,
economic, and environmental challenges of conventional agriculture in a developing country context.
Cleaner and Circular Bioeconomy, 3, 100025. https://doi.org/10.1016/j.clcb.2022.100025
Castellini, G., Savarese, M., Castiglioni, C., & Graffigna, G. (2020). Organic Food Consumption in Italy: The
Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and
Frequency of Organic Food Consumption. Sustainability, 12(13), 5367. https://doi.org/10.3390/su12135367
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An
extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
https://doi.org/10.1016/j.chb.2016.03.003
Eryigit, C. (2020). Consumer Innovativeness: A Literature Review. Marketing and Management of Innovations,
3, 106-119. Internet Archive. https://doi.org/10.21272/mmi.2020.3-08
ass.ccsenet.org Asian Social Science Vol. 20, No. 6 2024
73
Fatima, M., Ahmed, Q. M., & Paracha, O. (2024). Examining sustainable consumption patterns through green
purchase behavior and digital media engagement: A case of Pakistan’s postmillennials. Foresight.
https://doi.org/10.1108/fs-12-2022-0177
Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh brand ambassador dan brand image terhadap
keputusan pembelian di shopee dengan mediasi brand awareness. Insight Management Journal, 2(3),
110-118. https://doi.org/10.47065/imj.v2i3.200
Godey, B. et al. (2021). The Impact of Social Media Marketing on Brand Equity Considering the Mediating Role
of Brand Experience and Social Media Benefits. (2022). Journal of International Business and
Management. Internet Archive. https://doi.org/10.37227/aricon-jibm-2022-11-6739
Goldsmith, E. B. (2016). Consumer Economics: Issues and Behaviors (3rd ed.). New York, NY: Routledge.
Family and Consumer Sciences Research Journal, 45(3), 329-331. Portico.
https://doi.org/10.1111/fcsr.12207
Goraya, M. A. S., Jing, Z., Shareef, M. A., Imran, M., Malik, A., & Akram, M. S. (2019). An investigation of the
drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in
E-business. Electronic Markets, 31(1), 181-195. https://doi.org/10.1007/s12525-019-00347-w
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers’
Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2),
46. https://doi.org/10.2307/1252160
Hair, J. F., Black, W., & Babin, B. J. (2019). Multivariate Data Analysis: Its Approach, Evolution, and Impact.
The Great Facilitator, 121-130. https://doi.org/10.1007/978-3-030-06031-2_16
Hamdan, H., Ali, H., Mahaputra, M. R., Marlapa, E., Maharani, A., Mahaputra, M. R., Saputra, E. B., Satriawan,
N., Nofriladi, R., Setiawan, H. A., Yandi, A., Gupron, G., & Saputra, F. (2023). Indonesian Online Shopping
Perspective: Relationship e-Satisfaction, e-Commitment, e-Wom and e-Repurchase Intention. International
Journal of Professional Business Review, 8(7), e01232.
https://doi.org/10.26668/businessreview/2023.v8i7.1232
Hasan, Md. M., Al Amin, Md., Arefin, Md. S., & Mostafa, T. (2023). Green consumers’ behavioral intention and
loyalty to use mobile organic food delivery applications: The role of social supports, sustainability
perceptions, and religious consciousness. Environment, Development and Sustainability, 26(6),
15953-16003. https://doi.org/10.1007/s10668-023-03284-z
Heidenreich, S., Spieth, P., & Petschnig, M. (2017). Ready, Steady, Green: Examining the Effectiveness of
External Policies to Enhance the Adoption of Eco‐Friendly Innovations. Journal of Product Innovation
Management, 34(3), 343-359. Portico. https://doi.org/10.1111/jpim.12364
Hsu, S. Y., Chang, C.-C., & Lin, T. T. (2019). Triple bottom line model and food safety in organic food and
conventional food in affecting perceived value and purchase intentions. British Food Journal, 121(2),
333-346. https://doi.org/10.1108/bfj-07-2017-0403
Hu, H.-H., Parsa, H. G., & Self, J. (2010). The Dynamics of Green Restaurant Patronage. Cornell Hospitality
Quarterly, 51(3), 344-362. https://doi.org/10.1177/1938965510370564
Kamalasena, B. D. T. M., & Sirisena, A. B. (2021). The Impact of Online Communities and E Word of mouth on
Purchase Intention of Generation Y: The Mediating Role of Brand Trust. Sri Lanka Journal of Marketing,
7(1), 92-116. https://doi.org/10.4038/sljmuok.v7i1.58
Kamboj, S., & Sharma, M. (2022). Social media adoption behaviour: Consumer innovativeness and participation
intention. International Journal of Consumer Studies, 47(2), 523–544. Portico.
https://doi.org/10.1111/ijcs.12848
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of
Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Kevin, A., & Simon, Z. Z. (2024). The Influence of Price Perception, Service Quality, Store Atmosphere and
Word of Mouth on Purchasing Decisions. Research of Economics and Business, 2(2), 94-106.
https://doi.org/10.58777/reb.v2i2.263
Kim, W., & Cha, S. (2021). How Attributes of Green Advertising Affect Purchase Intention: The Moderating
Role of Consumer Innovativeness. Sustainability, 13(16), 8723. https://doi.org/10.3390/su13168723
Konuk, F. A. (2017). Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic
ass.ccsenet.org Asian Social Science Vol. 20, No. 6 2024
74
food. Journal of Consumer Behaviour, 17(2), 141-148. Portico. https://doi.org/10.1002/cb.1697
Konuk, F. A. (2023). Trustworthy brand signals, price fairness and organic food restaurant brand loyalty.
Management Decision, 61(10), 3035-3052. https://doi.org/10.1108/md-07-2022-0889
Kushwah, S., Shree, D., Rezaei, S., & Sagar, M. (2019). The impact of culture on consumer’s perception of
brand identity. Journal of Islamic Marketing, 11(2), 479-496. https://doi.org/10.1108/jima-12-2017-0146
Kwak, M.-K., Lee, J., & Cha, S.-S. (2021). Senior Consumer Motivations and Perceived Value of Robot Service
Restaurants in Korea. Sustainability, 13(5), 2755. https://doi.org/10.3390/su13052755
Le‐Anh, T., & Nguyen‐To, T. (2020). Consumer purchasing behaviour of organic food in an emerging market.
International Journal of Consumer Studies, 44(6), 563-573. Portico. https://doi.org/10.1111/ijcs.12588
Lewis-Beck, M., Bryman, A., & Futing Liao, T. (2004). The SAGE Encyclopedia of Social Science Research
Methods. https://doi.org/10.4135/9781412950589
Li, L., Wang, Z., Li, Y., & Liao, A. (2021). Impacts of consumer innovativeness on the intention to purchase
sustainable products. Sustainable Production and Consumption, 27, 774-786.
https://doi.org/10.1016/j.spc.2021.02.002
Lima, A. R. de, Scalco, A. R., & Ganga, G. M. D. (2022). Products with organic certification: Do Brazilian
consumers perceive their attributes? Production, 32. https://doi.org/10.1590/0103-6513.20220024
Lin, J., Li, T., & Guo, J. (2021). Factors influencing consumers’ continuous purchase intention on fresh food
e-commerce platforms: An organic foods-centric empirical investigation. Electronic Commerce Research
and Applications, 50, 101103. https://doi.org/10.1016/j.elerap.2021.101103
Martin, M., & Nasib, N. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and
Satisfaction as Intervening Variables. Society, 9(1), 277-288. https://doi.org/10.33019/society.v9i1.303
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce
website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and
frequency of use. Journal of Retailing and Consumer Services, 63, 102404.
https://doi.org/10.1016/j.jretconser.2020.102404
Nafees, L., Hyatt, E. M., Garber, L. L., Das, N., & Boya, Ü. Ö. (2022). Motivations to buy organic food in
emerging markets: An exploratory study of urban Indian millennials. Food Quality and Preference, 96,
104375. https://doi.org/10.1016/j.foodqual.2021.104375
Nica, E. (2020). Buying organic food as sustainable consumer decision-making behavior: Cognitive and
affective attitudes as drivers of purchase intentions toward environmentally friendly products. SHS Web of
Conferences, 74, 04018. https://doi.org/10.1051/shsconf/20207404018
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior
and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134.
https://doi.org/10.1016/j.jretconser.2015.11.006
Rachmad, Y. E., Meliantari, D., Akbar, I., Rijal, S., & Aulia, M. R. (2023). The Influence of Product Quality,
Promotion and Brand Image on Brand Trust and Its Implication on Purchase Decision of Geprek Bensu
Products. Jurnal EMT KITA, 7(3), 597-604. https://doi.org/10.35870/emt.v7i3.1111
Rahman, O., Fung, B. C. M., & Chen, Z. (2020). Young Chinese Consumers’ Choice between Product-Related
and Sustainable Cues—The Effects of Gender Differences and Consumer Innovativeness. Sustainability,
12(9), 3818. https://doi.org/10.3390/su12093818
Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived
knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67, 102988.
https://doi.org/10.1016/j.jretconser.2022.102988
Romadhoni, B., Akhmad, A., Naldah Naldah, & Niluh Putu Evvy Rossanty. (2023). Purchasing Decisions Effect
of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. Journal of Accounting
and Finance Management, 4(1), 74-86. https://doi.org/10.38035/jafm.v4i1.194
Schleenbecker, R., & Hamm, U. (2013). Consumers’ perception of organic product characteristics. A review.
Appetite, 71, 420-429. https://doi.org/10.1016/j.appet.2013.08.020
Scott, C. A., Engel, J. F., Blackwell, R. D., Kollat, D. T., Hawkins, D. I., … Wallendorf, M. (1981). Consumer
Behavior. Journal of Marketing, 45(1), 160. https://doi.org/10.2307/1251730
ass.ccsenet.org Asian Social Science Vol. 20, No. 6 2024
75
Shao, J., & Ünal, E. (2019). What do consumers value more in green purchasing? Assessing the sustainability
practices from demand side of business. Journal of Cleaner Production, 209, 1473-1483.
https://doi.org/10.1016/j.jclepro.2018.11.022
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale.
Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/s0022-4359(01)00041-0
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Why do people buy organic food? The
moderating role of environmental concerns and trust. Journal of Retailing and Consumer Services, 57,
102247. https://doi.org/10.1016/j.jretconser.2020.102247
Thuy, H. D. L., Anh, H. M., Tu, V. T., & Giang, D. T. (2024). Customer purchase intention towards agricultural
products on Vietnam online retail platforms. VNU University of Economics and Business, 4(4), 65.
https://doi.org/10.57110/vnu-jeb.v4i4.294
Uzir, Md. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M.
(2021). The effects of service quality, perceived value and trust in home delivery service personnel on
customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63,
102721. https://doi.org/10.1016/j.jretconser.2021.102721
Wang, Y. (2019). Research on the Application of Online-to-offline Mode in Agricultural Products E-Commerce
Based on New Retail. Proceedings of the 2019 International Conference on Economic Management and
Cultural Industry (ICEMCI 2019). https://doi.org/10.2991/aebmr.k.191217.050
Wenzel, K., & Babbie, E. (1994). The Practice of Social Research. Teaching Sociology, 22(1), 126.
https://doi.org/10.2307/1318620
Wijaya, J., & Putra, S. D. (2023). Relationships between Service Quality, Brand Image, Customer Satisfaction,
and Customer Loyalty of UC Makassar. Jurnal Entrepreneur Dan Entrepreneurship, 12(2).
https://doi.org/10.37715/jee.v12i2.4084
Yucha, N., Ardianto, T., & Putri K, B. (2022). Consumer Attitude, Consumer Trust, and Price Perception on
Purchace Decision. Journal of Applied Management and Business (JAMB), 3(2), 77-82.
https://doi.org/10.37802/jamb.v3i2.284
Acknowledgments
Not applicable.
Authors contributions
Not applicable.
Funding
Not applicable.
Competing interests
Not applicable.
Informed consent
Obtained.
Ethics approval
The Publication Ethics Committee of the Canadian Center of Science and Education.
The journal’s policies adhere to the Core Practices established by the Committee on Publication Ethics (COPE).
Provenance and peer review
Not commissioned; externally double-blind peer reviewed.
Data availability statement
The data that support the findings of this study are available on request from the corresponding author. The data
are not publicly available due to privacy or ethical restrictions.
Data sharing statement
No additional data are available.
ass.ccsenet.org Asian Social Science Vol. 20, No. 6 2024
76
Open access
This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution
license (http://creativecommons.org/licenses/by/4.0/).
Copyrights
Copyright for this article is retained by the author(s), with first publication rights granted to the journal.
Available via license: CC BY 4.0
Content may be subject to copyright.
