ABSTRACT
Purpose The COVID-19 outbreak has been rapidly spreading around the world for more than a year. However, few studies have explored the connection between the perceived severity of COVID-19 and purchase intention of the health-related products, for example, organic food. Based on the stimulus-organism-response (S-O-R) framework, this study examines the influencing mechanism of perceived severity of COVID-19 on purchase intention of organic food. Design/methodology/approach To evaluate the proposed model, an online survey was utilized to collect 1,104 valid questionnaires from China. Findings The findings suggest that (1) the perceived severity of COVID-19 has a significant positive impact on purchasing intention;(2) health consciousness acts as a mediating role between perceived severity of COVID-19 and purchasing intention and (3) perceived inconvenience negatively moderates the connection between perceived severity and purchase intention. Originality/value The findings of this paper provide new insights into the positive effects of COVID-19 and pave the way for governments and enterprises to promote the purchase behaviour of organic food.