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The impact of consumption values on the intention to purchase organic food: The moderating role of trust

Author

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  • Nguyen Thanh Nhan

    (The People’s Council of Ben Luc district, Long An Province; The University of Finance – Marketing, Ho Chi Minh City, Viet Nam)

Abstract

This study aims to identify and estimate the factors influencing the intention to purchase organic food and evaluate the moderating impact of trust on the relationship between consumption values and purchase intention. The analysis results from 252 consumers through the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach indicate that functional value is the strongest driver of purchase intention, followed by other components of consumption values, including epistemic value, emotional value, social value, and conditional value. The study also reveals that trust moderates the relationship between functional value and the intention to purchase organic food. Several recommendations for organic food suppliers are also presented at the end of this paper.

Suggested Citation

  • Nguyen Thanh Nhan, 2026. "The impact of consumption values on the intention to purchase organic food: The moderating role of trust," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 16(2), pages 119-134.
    • Handle: RePEc:bjw:econen:v:16:y:2026:i:2:p:119-134
    DOI: 10.46223/HCMCOUJS.econ.en.16.2.3914.2026
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    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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