Rosly Othman

Introduction: In China’s rapidly expanding organic food market, organic food remains a credence-based food category in which consumers rely on information and certification cues to evaluate product authenticity, safety, and sustainability. This study examines how information seeking and organic food credibility cues shape Chinese consumers’ organic food purchase intention by integrating the Theory of Planned Behavior (TPB) with selected components of Alphabet Theory. Methods: Data were collected from 412 screened consumers in mainland China and analyzed using partial least squares structural equation modeling. Results: Information seeking was positively associated with organic food knowledge, which in turn was positively associated with attitude toward organic food. Attitude, subjective norm, perceived behavioral control, social media, eco-labels, and perceived government support all positively influenced purchase intention. Bootstrapped indirect-effect analysis further confirmed a sequential pathway from information seeking to purchase intention through knowledge and attitude. Discussion: The findings indicate that organic food choice in China is formed through both internal learning-evaluation processes and external credibility-related cues operating at digital, product-certification, and institutional levels. The study contributes to food consumer science by explaining how consumers interpret organic food claims under information asymmetry and offers implications for food retailers, certification bodies, and policymakers.

In recent decades, global interest in organically produced food has expanded substantially; however, the understanding of the motives and barriers underlying its consumption remains incomplete, prompting increased scholarly attention to this topic. However, in the context of the Chinese market, there is a particular scarcity of research that, within the Theory of Planned Behavior (TPB) model, systematically analyzes newly introduced variables and determines whether they function as motives or barriers to organic food consumption. To address this gap, the present study systematically reviews 14 empirical articles on organic food consumption in China published between 2014 and 2024, and classifies and summarizes the relevant motives and barriers based on the consumption values theory and the innovation resistance theory. The findings indicate that the most frequently examined drivers include the conditional value of trust ( n = 5), followed by health consciousness ( n = 4) and revealed information ( n = 2). Within the domain of social value, environmental concern ( n = 3) emerges as a significant influence on Chinese consumers. Regarding barriers, an aspect less frequently analyzed in the reviewed literature, the present study identifies that existing studies primarily focus on value barriers, with price sensitivity and pricing policy. The findings aim to provide a more comprehensive, context-specific reference for advancing theoretical development and guide practical applications in this domain.