Determining consumers’ intent to purchase organic foods in emerging market: price perception affect in moderated mediation model

The main purpose of this research is to explore whether consumers’ consciousness of health, environment and food safety concern affect their intention to purchase organic foods through attitude mediation and price perception moderation. In the study, a sample of consumers who buy organic food was determined. 386 data were collected in Turkey. Confirmatory factor analysis made in the Amos 22.0 program and hypothesis tests were carried out in the Process Macro with Model 14. The results indicated that consciousness of health, environment and food safety effect consumers’ organic food attitude positively. Further, consumer attitude towards organic food effect their purchase intention. In addition, price perception show moderating effect on this relationship. Moreover attitude mediation effect (full and partial) has been proven. With this study, a comprehensive model has been revealed for emerging countries regarding the purchase of organic foods. Price perception moderating effect between attitude and purchase intention has been proven.