Exploring the relationship between attitude and purchase intention towards organic food - does ‘willingness to pay’ mediate the effect?

The empirical study focuses on the market for organic food to identify the key factors that influence attitude of customers towards such products. Furthermore, it ascertains whether attitude has an influence on purchase intention. The role of ‘willingness to pay’ as mediating variable is also studied. The investigation is based on 446 respondents which is collected using questionnaire. Structural equation modeling is applied using Smart PLS. The study shows that consciousness about health, environment and quality have positive and significant influence on attitude. More interestingly, willingness to play is found to have a partial mediating effect between attitude and purchase intention. The findings of the study can contribute towards building a sustainable environment.