Why do consumers buy organic food? Results from an S–O–R model

<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>Organic food consumption is a complex process that makes it difficult for organic food businesses to develop appropriate marketing strategies. This study thus adopted the stimuli–organism–response (S–O–R) model to create a comprehensive framework to understand consumers' organic food purchase decisions.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>This study collected 592 valid samples in organic food chain stores and markets by random sampling method. Meanwhile, structural equation modelling was adopted to test hypotheses.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The research findings indicate that consumer preference for natural food was the most important factor for enhancing purchase intention, followed by health consciousness, health risk, attitude towards organic food and trust in labelling. Perceptions of nutritional value positively influenced attitudes towards organic food and trust in labelling, followed by perceptions of environmental effects; conversely, attitudes towards organic food labelling had the least effect on increasing trust in labelling. Attitudes towards organic food labelling was the most important factor influencing positive attitudes towards organic food, followed by consumer perception of environmental protection effects.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study demonstrates the relative influence of different variables on organic food purchase intention. Compared with consumer attitude towards organic food and trust in labelling, consumers' individual health was the most important factor influencing their purchase intention. As health and naturalness are attractive factors for consumers, the organic food industry can emphasize health protection in their marketing strategies.</jats:p></jats:sec>