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Perceived Value, Trust And Purchase Intention Of Organic Food: A Study With Brazilian Consumers

Eluiza Alberto de Morais Watanabe, Solange Alfinito, Isabelle Cristina Galindo Curvelo, Kavita Miadaira Hamza

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PurposeThe consumption of organic food grows worldwide, increasing the need of studies seeking to understand factors influencing its consumption. To extend the understanding of organic food market, the present research seeks to explore the effect of perceived value on consumer trust and purchase intention in Brazil.Design/methodology/approachA survey with 274 Brazilian consumers of organic food was carried out. Perceived value was measured through four dimensions: functional, economic, social and emotional. The convergent and discriminant validities of latent variables were confirmed. The relationships among them were tested using structural equation modeling.FindingsThe results indicate that functional and emotional values positively affect consumer trust and that only emotional value motivates purchase intention. The trust had no direct influence on purchase intention. Thus, the perceived value is an important aspect in the prediction of trust and purchase intention among Brazilian consumers.Originality/valueThe identified results enlarge the understanding of Brazilian organic food market and consumer behavior and point out some opportunities for future research involving the subject.