Data_Sheet_1_Organic food consumption in China: food safety concerns, perceptions, and purchase behavior under the moderating role of trust.docx

IntroductionIn tandem with economic growth and enhanced individual income levels, the demand for superior food quality has seen a significant uptick, leading to increased consumer interest in organic food products. However, studies focused on organic food consumption reveal a strikingly low conversion rate of this interest into actual purchasing behavior, particularly in the context of China. It is, therefore, crucial to implement effective strategies to bridge this gap, thereby fostering the growth of China's organic food sector.MethodsThis research introduces the theory of perceived values and innovation resistance into the stimulus-organism-response (SOR) theoretical model, exploring the interrelationships among various facets of food safety concerns, perceived values, perceived risks, and organic purchasing behavior. Furthermore, the moderating influence of trust in these relationships is taken into account. Employing structural equation modeling, data from 352 organic food consumers in China's premier cities were analyzed.Results and discussionFindings substantiated the significant interplay between perceived values and risks with food safety concerns. It was also observed that perceived values had a positive and significant impact on purchasing behavior, while perceived risks exerted a negative and significant influence. Importantly, the relationship between nutritional value and risk barrier with purchase behavior was found to be moderated by the level of trust. This study may help organic food producers, retailers, and policymakers bridge the consumers' intention-behavior gap.

引言随着经济增长和个人收入水平的提升，对优质食品的需求显著增加，进而激发了消费者对有机食品产品的浓厚兴趣。然而，针对有机食品消费的研究揭示了这一兴趣转化为实际购买行为的转换率极低，尤其是在中国的背景下。因此，实施有效的策略以弥合这一差距，从而促进中国有机食品行业的增长显得尤为关键。方法本研究将感知价值理论和创新阻力理论引入刺激-有机体-反应（SOR）理论模型，探讨食品安全关注、感知价值、感知风险和有机购买行为之间各要素的相互关系。此外，还考虑了信任对这些关系的中介作用。运用结构方程模型，对中国一线城市352位有机食品消费者的数据进行了分析。结果与讨论研究发现，感知价值与风险与食品安全关注之间存在显著的相互作用。同时观察到，感知价值对购买行为具有积极的显著影响，而感知风险则对购买行为产生负面的显著影响。重要的是，营养价值和风险屏障与购买行为之间的关系受到信任水平的调节。本研究有助于有机食品生产商、零售商和政策制定者弥合消费者意向与行为之间的差距。