The impact of consumer skepticism on the perceived value of organic food and purchase intention

O impacto do ceticismo do consumidor no valor percebido de alimentos orgânicos e na intenção de compra

Abstract

Purpose

The purpose of this paper is to evaluate the impact of consumer skepticism on the perceived value of organic food and purchase intention.

Design/methodology/approach

Quantitative research was carried out using a survey applied to a sample of 404 Brazilian respondents. Data analysis included the use of descriptive statistics and partial least squares structural equation modeling.

Findings

The study confirmed the negative relationship between skepticism and the perceived value of organic food and the positive relationship between the perceived value and the purchase intention. In contrast, the negative relationship between skepticism and purchase intention was not confirmed by data analysis.

Practical implications

By exploring why consumers display skepticism, brands can seek to overcome such skepticism, build trust, refine their value propositions, and differentiate their products. Effective communication strategies can showcase quality and authenticity while justifying premium prices. It is suggested that public policymakers should promote information campaigns to improve knowledge about the production and consumption of organic food and how this has a positive impact on people’s health and the environment.

Social implications

The results of this research can lead to people’s quality of life being improved if they switch to consuming natural and environmentally sound food.

Originality

This study can be considered one of the first to address the relationship between consumer skepticism and the perceived value of organic food and the purchase intention. This includes pointing to the influence of contextual factors, such as consumer skepticism and consumer behavior.

Consumer skepticism; Perceived value; Purchase intention; Organic and alternative food; Sustainable consumption