Effect of organic food-related lifestyle towards attitude and purchase intention of organic food: Evidence from Brazil

Abstract

Objective: Analyze the effect of organic food-related lifestyle towards the attitude and purchase intention on organic food in the Brazilian context. Method: A conceptual framework was developed with a second-order construct, the organic food-related lifestyle (OFRL), to assess its impact on attitude and purchase intention. An online survey was carried out with 651 Brazilian consumers (non-probabilistic sample). The data were analyzed using Structural Equation Modeling, by partial least squares and path models (PLS-PM), using the SmartPLS 2.0 software. Originality / Relevance: This study extends the literature and provides further insights when analyzing the consequences of the OFRL on the attitude and purchase intention of organic food. Results: The OFRL is a good predictor for purchase intention of organic food and presents a strong relationship with attitude. The last one plays a mediating role in the relationship OFRL-purchase intention, improving the predict role of the organic food-related lifestyle toward purchase intention. The model explained 19% of the attitude variance and 51% of the purchase intention variance. Theoretical / Methodological Contributions: From a theoretical perspective, this work innovates by proposing a unique second-order construct, composed of latent variables linked to the organic lifestyle, to measure its impact on the formation of attitude and purchase intention toward organic food