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Cited by 42Organic Food and AgricultureCOVID-19 Pandemic ImpactsConsumer Attitudes and Food Labeling

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How does perceived severity of COVID-19 influence purchase intention of organic food?

Wang, Hong, Ma, Baolong, Cudjoe, Dan, Bai, Rubing, Farrukh, Muhammad·2022·British Food Journal
DOI 10.1108/bfj-06-2021-0701
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Abstract

Purpose: The COVID-19 outbreak has been rapidly spreading around the world for more than a year. However, few studies have explored the connection between the perceived severity of COVID-19 and purchase intention of the health-related products, for example, organic food. Based on the stimulus–organism–response (S-O-R) framework, this study examines the influencing mechanism of perceived severity of COVID-19 on purchase intention of organic food. Design/methodology/approach: To evaluate the proposed model, an online survey was utilized to collect 1,104 valid questionnaires from China. Findings: The findings suggest that (1) the perceived severity of COVID-19 has a significant positive impact on purchasing intention; (2) health consciousness acts as a mediating role between perceived severity of COVID-19 and purchasing intention and (3) perceived inconvenience negatively moderates the connection between perceived severity and purchase intention. Originality/value: The findings of this paper provide new insights into the positive effects of COVID-19 and pave the way for governments and enterprises to promote the purchase behaviour of organic food.

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Metadata

Authors
Wang, H., Ma, B., Cudjoe, D., Bai, R., & Farrukh, M.
Affiliations
  • Beijing Institute of Technology (CN)
  • Nanjing University of Information Science and Technology (CN)
  • Shenzhen MSU-BIT University (CN)
ORCID
Venue
British Food Journal
Publisher
Emerald
Published
2021-12-15
Volume
124
Issue
11
Pages
3353-3367
ISSN
0007-070X (ISSN-L)
DOI
10.1108/bfj-06-2021-0701
OpenAlex
W4200348416
Cited by
42
References
0
Citations by year
2026: 4 · 2025: 8 · 2024: 10 · 2023: 10 · 2022: 10
FWCI
4.51
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
British Food Journal (publishedVersion)
Topics
  • Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
  • Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › COVID-19 Pandemic Impacts
  • Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
Keywords
COVID-19 pandemic, perceived severity, organic food, purchase intention, health consciousness, perceived inconvenience, stimulus-organism-response model, consumer behavior

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