Insight into consumers’ organic food choices: evidence from Tunisia, Italy, and France

Although there have been many attempts to understand consumer choice, there is still a lack of consensus regarding the relevance of various factors contributing to this phenomenon in the context of organic food. In response to that, this research contributes to the literature by investigating the influence of certain factors, such as food safety concern, health consciousness, organic food involvement, and organic price sensitivity, on consumers' organic food selection. Importantly, it ascertains the mediating impact of organic food skepticism on this relationship. Data gathered from 3008 consumers with three different cultural backgrounds were analysed using a structural equation modeling approach. The results revealed that certain factors (i.e., safety concern, organic food involvement and health consciousness) have a positive impact on consumers' organic food choice. Organic price sensitivity has a negative impact on consumers' organic food choice. Furthermore, organic food skepticism has a mediating impact between these factors and consumers' organic food choice. The ultimate goal is to provide fresh perspectives and useful insights for practitioners desiring to assess consumers' organic food choices and enhance their positive evaluation.