Organic foods online shopping intention: The moderator role of Social Distancing policy

ABSTRACT

The growth of the organic product market is consistent with a worldwide trend of rising demand, owing primarily to improved living quality. However, in the Coronavirus (Covid-19) pandemic, the social distancing strategy has influenced consumers' desire to purchase organic food through electronic commerce platforms. This study aimed to assess the impact of health concern, environmental concern, perceived price, perceived quality, and knowledge related to organic food on organic food online shopping intention;and evaluated the moderating role of perceived social distancing policy on the aforementioned relationships. In the quantitative research method, this study surveyed 637 Vietnamese consumers. Based on a mix of Theory of Planned Behavior and Social Norms Theory, research results showed that all independent variables had positive effects on the dependent variable;furthermore, perceived social distancing policy moderates the relationship between perceived price (+), health concern (-), perceived quality (-), and knowledge related to organic food (-) and organic foods online shopping intention. This study had ramifications for organic food companies to create strategies in the Covid-19 pandemic with a social distance policy from the State. © 2021 IEEE.