Organic food consumption and contextual factors: An attitude–behavior–context perspective
基于态度-行为-情境理论，研究健康风险感知如何影响态度进而驱动有机食品消费，并发现态度-行为差距的存在，为营销者和政策制定者提供参考。
Abstract This study is grounded within the theoretical framework of attitude–behavior–context. The study examines how perceived health risk shapes both health and environmental attitudes, leading to organic food consumption. Further, we also assess the role of perceived effectiveness and green trust in moderating the proposed relationships. The data were collected from 461 consumers through Amazon Mechanical Turk platform. Our findings indicate that consumers' perception of health risk plays a significant role in developing positive environmental and health attitudes. Consequently, this leads consumers to adopt organic food. Further, this study confirms that there is an attitude–behavior gap, as both environmental and health attitudes seem to have a weak Cohen f 2 effect on organic food consumption. Though perceived effectiveness moderates the relationship of organic food consumption with perceived health risk and attitude, green trust does not bridge the attitude–behavior gap. This study may help organic food marketers, policy‐makers, and retailers bridge the consumers' attitude–behavior gap.