Social and Cognitive Factors Influencing Trust and Purchase Intention in Organic E-Commerce: A Gender-Based Analysis

In e-commerce of organic products, privacy and trust are key determinants of consumer behaviour. This study examines gender differences in privacy concerns, perceived risk, perceived control, trust, and online purchase intention within an extended Social Cognitive Theory framework that integrates cognitive and social variables. Data were collected from 821 users, and the hypotheses were tested using Structural Equation Modelling (SEM). The findings reveal significant gender differences that are partially mediated by trust. Specifically, female consumers exhibit a stronger negative effect of perceived privacy risks on trust in the provider (β = −0.231, p < 0.001) than male consumers (β = −0.101, p < 0.05), and female consumers show a significant relationship between perceived ability to control and trust in the provider (β = 0.137, p < 0.05) compared to male consumers (β = 0.088, p < 0.10). These results highlight the need for differentiated digital strategies that reinforce data transparency and user control while adapting communication and design to gender-specific perceptions and trust mechanisms.