Purchase intention of organic foods: are lifestyles of health and sustainability the reason for my purchase decision?

Purpose: The purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions. Design/methodology/approach: The study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods. Findings: The results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive impact on purchase intention of organic food products. Interestingly, LCT had no direct impact on the purchase intention of the product. Trust and attitude were found to be significant mediators impacting purchase intention. Originality/value: The study contributes to the past theoretical literature on LOHAS consumption by analyzing new constructs like scarcity and PCE in the context of organic food consumption. These findings will be crucial for marketers planning to launch organic products in new markets.