Antecedents of Organic food purchase behavior for consumer wellbeing: A Social Media Perspective

Abstract

In recent years, growing environmental awareness and health consciousness have significantly influenced consumer behavior, especially in the organic food industry. This study explores the factors driving organic food purchasing behavior through the lens of social media influence, focusing on its impact on consumer well-being. Using the Theory of Planned Behavior (TPB), the research examines how social media attributes—informative content, trendiness, and credibility—affect consumer attitudes toward organic food, perceived value, and ultimately, purchasing decisions. Social media serves as an essential platform for sharing information and shaping consumer perceptions. The study finds that while content credibility has minimal effect on attitude and perceived value, informativeness and trendiness foster positive engagement and knowledge, leading to favorable attitudes. These attitudes and cognitive responses, in turn, influence consumers’ intentions and actual purchasing behaviors toward organic food. Employing a quantitative approach with survey data from social media users interested in organic products, the study tests a structural model linking social media factors to TPB constructs and outcomes. The findings highlight the mediating roles of attitude and perceived value between social media credibility and purchase behavior. Furthermore, buying organic food positively impacts consumer well-being, emphasizing the broader social and psychological benefits of organic consumption. This research enhances understanding of how social media impacts organic food choices and provides strategic insights for marketers and policymakers promoting sustainable consumption and consumer health through digital platforms.