The impact of consumption values on the intention to purchase organic food: The moderating role of trust

Authors

  • Nguyen Thanh Nhan
    The People’s Council of Ben Luc district, Long An Province, VN

DOI:

10.46223/HCMCOUJS.econ.en.16.2.3914.2026

Keywords:

organic food; PLS-SEM; theory of consumption values; trust; Vietnamese consumers

JEL Classification:

M1; M10; M31

Abstract

This study aims to identify and estimate the factors influencing the intention to purchase organic food and evaluate the moderating impact of trust on the relationship between consumption values and purchase intention. The analysis results from 252 consumers through the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach indicate that functional value is the strongest driver of purchase intention, followed by other components of consumption values, including epistemic value, emotional value, social value, and conditional value. The study also reveals that trust moderates the relationship between functional value and the intention to purchase organic food. Several recommendations for organic food suppliers are also presented at the end of this paper.

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References

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Curvelo, I. C. G., Watanabe, E. A. d. M., & Alfinito, S. (2019). Purchase intention of organic food under the influence of attributes, consumer trust and perceived value. Revista de Gestão, 26(3), 198-211. https://doi.org/10.1108/REGE-01-2018-0010

Issue 16(2)2026

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Received: 20-12-2024
Accepted: 27-03-2025
Published: 22-05-2025

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How to Cite

Nguyen, N. T. (2025). The impact of consumption values on the intention to purchase organic food: The moderating role of trust. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 16(2), 119–134. https://doi.org/10.46223/HCMCOUJS.econ.en.16.2.3914.2026

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Copyright (c) 2025 Nhan Thanh Nguyen

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