Intention to Purchase Organic Food with Certification Label: do Trust and Coolness Matter?

Abstract

Purpose: This study aims to analyze the role of trust and coolness in the intention to purchase organic food with certification label.   Theoretical framework: This study is developed under the lens of the Theory of Planned Behavior to understand the intention to purchase organic food with certification label. In addition to the elements covered by the theory, other constructs (i.e., trust and coolness) are explored to predict the consumer's behavioral intention.   Method/design/approach: This is a survey with 176 organic food consumers. Data collection took place through the application of questionnaires. Confirmatory Factor Analysis and Structural Equation Modeling techniques were used for data analysis.   Results and conclusion: The results evidenced consistency of the Theory of Planned Behavior for the proposed model, and trust and coolness showed to have a relevant role in the intention to purchase. Thus, the study helps managers to reflect on the need to incorporate organic certification into marketing strategies as a way of monetizing the cost of certification. By prioritizing elements such as trust and coolness, certified organic food producers might reach a differentiated niche of consumers who are more sensitive to these features.   Research implications: This study sheds light on the importance of marketers to explore aspects of coolness in organic food with certification label as a differentiated consumption experience, as there is evidence that this can increase intention to purchase.   Originality/value: This study contributes theoretically by highlighting the applicability of the Theory of Planned Behavior and opens space for debate on the importance of considering other psychological elements when assessing the consumer's behavioral intention.