Consumers' rising interest in organic food has drawn the attention of the academic community. The literature on the topic is growing, but it mostly focuses either on the acceptance of or resistance toward organic food. However, marketing scholars argue that the development of more in-depth insights into consumers' reasoning processes, and especially the roles of values and context-specific reasons are needed. The present study bridges this gap by utilizing the novel behavioral reasoning theory (BRT) framework. Cross-sectional data from 307 consumers and non-consumers from India were collected to investigate associations among attitudes, reasoning, value, and purchase intentions. This research studies the moderating role of food safety concerns and buying involvement. Additionally, the mediating role of reasons and attitudes is examined. The results suggest that value was positively associated with reasons (for and against), whereas attitude and reasons (for) resulted in favorable purchase intentions. Reasons (for and against) fully mediate the association between value and attitude. Furthermore, attitude partially mediates the association of reasons and purchase intentions. The moderation effect was not found for food safety concerns, but a limited effect among studied associations was observed for buying involvement. The findings raise significant implications for marketers and policymakers.

中文翻译：

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购买有机食品的行为推理视角

消费者对有机食品日益增长的兴趣引起了学术界的关注。关于这个话题的文献越来越多，但主要集中在对有机食品的接受或抵制上。然而，营销学者认为，需要更深入地洞察消费者的推理过程，尤其是价值观和特定情境原因的作用。本研究通过利用新的行为推理理论 (BRT) 框架弥合了这一差距。收集了来自印度的 307 名消费者和非消费者的横截面数据，以调查态度、推理、价值和购买意愿之间的关联。这项研究研究了食品安全问题和购买参与的调节作用。此外，还考察了原因和态度的中介作用。结果表明，价值与理由（支持和反对）呈正相关，而态度和理由（支持）导致有利的购买意图。理由（支持和反对）充分调节了价值观和态度之间的关联。此外，态度在一定程度上调节了原因和购买意愿的关联。没有发现食品安全问题的调节效应，但观察到研究协会之间对购买参与的影响有限。这些发现对营销人员和政策制定者产生了重大影响。态度在一定程度上调节了原因和购买意愿的关联。没有发现食品安全问题的调节效应，但观察到研究协会之间对购买参与的影响有限。这些发现对营销人员和政策制定者产生了重大影响。态度在一定程度上调节了原因和购买意愿的关联。没有发现食品安全问题的调节效应，但观察到研究协会之间对购买参与的影响有限。这些发现对营销人员和政策制定者产生了重大影响。