FROM CONCERN TO ACTION: HOW HEALTH CONSCIOUSNESS, FOOD SAFETY, AND CONVENIENCE ORIENTATION SHAPE ORGANIC FOOD PURCHASING

Year 2025, Volume: 26 Issue: 4 , 426 - 455 , 29.12.2025

Cansu Gökmen Köksal , Meziyet Uyanık

https://doi.org/10.53443/anadoluibfd.1701549

https://izlik.org/JA87XA59HU

Abstract

This study explores how consumers’ health consciousness (HC) and food safety (FS) concerns shape their organic food purchasing decisions. The proposed relationships are examined within the Stimulus–Organism–Response (S-O-R) framework, considering both direct and attitude-mediated effects. In addition, convenience orientation (CONV) is modeled as a moderator to assess its conditional influence on these relationships. Within the scope of the research, data collected from 392 consumers who purchased and consumed organic food via an online survey method were analyzed using SPSS Process Macro based on 5,000 sub-sample bootstrap techniques. The findings indicate that both HC and FS concerns positively influence consumers attitude toward organic food. These positive attitudes significantly predict consumers’ organic food purchasing behavior. Furthermore, the study demonstrates that attitudes mediate the relationship between HC, FS concerns, and purchasing behavior. This indirect effect systematically differs according to consumers’ CONV levels: among individuals with higher CONV, the indirect pathway from HC and FS concerns to purchasing behavior through positive attitudes appears to be weaker. These findings reveal that while health consciousness and food safety concerns contribute to shaping positive attitudes and purchasing behavior toward organic food, convenience orientation may act as a barrier in this process. These results highlight the importance of addressing individual differences in consumer decision-making and provide practical guidance for marketing strategies aimed at increasing organic food consumption by reducing convenience-related barriers or emphasizing health and safety benefits.

Keywords

Health Consciousness , Food Safety Concerns , Convenience Orientation , Attitude Towards Organic Food , Organic Food Purchasing Behavior

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