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This study aims to examine the relationships between organic food-related value, attitude, and buying behaviour based on the value-attitude-behaviour (VAB) cognitive hierarchal model. Moreover, it intends to test the moderating effect of price sensitivity on relationship attitude behaviour. Thus, we have conducted a quantitative study involving 610 organic food consumers in a developing country such as Tunisia. The present study used structural equation modelling to test the research hypotheses. The findings support the cognitive model (VAB), which theorises hierarchical flow from value to attitude to behaviour while highlighting the full mediating role of attitude. Considering the relationship attitude-behaviour, price sensitivity plays a significantly negative moderating role. This study is one of the few testing the VAB in the context of organic consumption. Moreover, it is the first to conduct such investigations in a developing country. Therefore, this study contributes toward filling the knowledge gap between developed and developing countries relative to research on consumer behaviour toward organic foods. These findings may help organic food retailers in developing countries invent useful strategies for boosting organic food consumption.
Zohra Ghali -Zinoubi. (2021) EFFECTS OF ORGANIC FOOD PERCEIVED VALUES ON CONSUMERS’ ATTITUDE AND BEHAVIOR IN DEVELOPING COUNTRY: MODERATING ROLE OF PRICE SENSITIVITY, Pakistan Journal of Agricultural Sciences, Volume 58, Issue 3.
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