The study of consumers’ post-purchasing behavioural intentions towards organic foods in an emerging economy: from the S-O-R model perspective

Abstract

The study is based on the S-O-R model, the theory of planned behaviour, and the expectation confirmation theory. The authors have built a research model to examine the customers’ post-purchasing behavioural intentions towards organic foods in Vietnam. Hypotheses were tested using structural equation modelling with a sample of 481 respondents. The results confirmed that word of mouth (WOM) and repurchase (REP) intention is affected by customer satisfaction. Trust in organic food impacts satisfaction and WOM intention. Satisfaction and trust are influenced by stimulating factors such as nutritional content, natural content, price fairness, environmental consciousness, health consciousness, and perceived value. However, the associations between environmental consciousness and trust, and trust and repurchase intention are not statistically supported.