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Consuming organic food can reduce disease risk and benefit the environment. Spreading awareness about environmentally friendly eating habits that also promote health is crucial. Organic food is known for its superior flavor compared to conventional food. This study explores if brand choice affects the likelihood of buying organic branded food. It examines the relationship between these factors, focusing on participants’ health concerns. Using the Andrew F. Hayes Process for mediation analysis and SPSS and AMOS for validation, the study found that brand preference is largely influenced by certification, labelling, and health concerns.

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The Mediating Role of Brand Preference on the Sustainable Buying Behaviour of Branded Organic Food

  • 章节

  • 发表日期：

    2025年

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  • Joshyja Jose,
  • Elsa Sebastian,
  • Jacob Bose,
  • Binoy Vincent

摘要

Consuming organic food can reduce disease risk and benefit the environment. Spreading awareness about environmentally friendly eating habits that also promote health is crucial. Organic food is known for its superior flavor compared to conventional food. This study explores if brand choice affects the likelihood of buying organic branded food. It examines the relationship between these factors, focusing on participants’ health concerns. Using the Andrew F. Hayes Process for mediation analysis and SPSS and AMOS for validation, the study found that brand preference is largely influenced by certification, labelling, and health concerns.