Consumers’ perspectives on organic vegetable consumption under an integrated SOR–MOA lens: The moderating effect of green advertising receptivity

Abstract

This research investigates the determinants driving consumers' intention to purchase organic vegetables by synthesizing the Stimulus-Organism-Response (SOR) and Motivation-Opportunity-Ability (MOA) theoretical frameworks. Using a self-administered survey, data were collected from 341 Vietnamese consumers and analyzed via partial least squares structural equation modeling (PLS-SEM). The empirical results reveal that food safety concerns (motivation), organic vegetable availability (opportunity), and eco-label knowledge (ability) significantly and positively foster consumers’ attitudes, whereas organic vegetable knowledge remains an insignificant predictor of attitudinal change. Furthermore, attitude functions as a pivotal mediating mechanism, bridging the gap between external stimuli and purchase intention. A key contribution of this study is the identification of green advertising receptivity as a critical boundary condition; it positively moderates the attitude-intention link, thereby amplifying the impact of favorable evaluations on behavioral commitment. These findings advance the theoretical understanding of sustainable consumption in emerging markets by highlighting the interplay between cognitive abilities and communication receptivity. Practically, the study provides managerial insights to help marketers enhance the efficacy of green campaigns and accelerate the adoption of organic produce