Going organic: the power of health, safety, and social media on buying choices

Abstract

This study investigates the factors influencing organic food purchasing intentions among Vietnamese consumers, focusing on health consciousness, food safety concerns, and perceived knowledge, and examines the moderating role of social media informativeness. Using structural equation modeling (SEM) on data from 304 respondents, the findings reveal that health consciousness, food safety concerns, and perceived knowledge significantly impact organic food purchasing intentions. Moreover, social media informativeness strengthens these relationships, indicating its critical role in consumer decision-making processes. These results have substantial implications for marketers and policymakers.