Health-driven mechanism of organic food consumption: A structural equation modelling approach

The COVID-19 pandemic seriously threatened human survival and development. It has also highlighted the significant correlation between ecological and public health. After three years of the COVID pandemic, Chinese consumers have become more aware of the importance of health. Especially in the Internet era, consumers' purchasing methods and health awareness have been changed. Consumers can buy nutritious and organic foods. To understand the impact of consumer psychology and health beliefs on the willingness to purchase organic food in the post-pandemic period, this study uses organic beef as an example and extracts key variables from three basic theories. The three basic theories include the Health Belief Model (HBM), the Theory of Planned Behavior (TPB), and the Norm Activation Model (NAM), respectively. Specifically, perceived susceptibility and severity are combined to form a health belief variable that can drive organic food purchasing. In contrast, perceived benefit, moral norms, self-efficiency, and controllability are introduced as mediating variables to construct the health driving factors of organic beef purchasing. Structural equation modeling (SEM) and mediation effect tests are used to analyse 539 samples. Meanwhile, paths and mechanisms between health concern and other variables are explored. The results show that health concern is an important driving factor. Health concern can significantly promote the formation of willingness to purchase organic beef. Mediation effect tests suggest that health concern can indirectly affect the willingness to purchase organic beef through perceived benefit, moral norms, and controllability, but the mediation effect of self-efficiency is not significant. This study provides important references for government regulation and certification of organic foods as well as for enterprises'organic food marketing strategies.