A moderated mediation study of consumer extrinsic motivation and CSR beliefs towards organic drinking products in an emerging economy

Abstract

Purpose

Previous research has yielded mixed results on the relationship between consumer perception and purchase intention towards organic food products. Although the prior literature has widely applied planned behaviour theory, using a single theoretical approach often provides limited understanding of organic food consumption. This study builds upon consumer perception and social cognitive theories to examine the effects of perceived food healthiness and environmental consciousness on the purchase intention of organic drinking products. The current research also assesses the mediating role of consumer extrinsic motivation and moderating role of corporate social responsibility (CSR) beliefs in these effects.

Design/methodology/approach

A survey method was applied to collect data from 606 consumers from different food retailers in Vietnam. Data were analysed using multivariate analysis techniques, such as structural equation modelling and bootstrap analysis.

Findings

Results of hypothesis testing support the predictive ability of perception and social cognitive theories in explaining consumers' perceptions, motivation and behavioural intention towards organic drinking products. Furthermore, results provide evidence for the moderating effect of CSR beliefs on the relationship between consumer extrinsic motivation and purchase intention.

Originality/value

This study may be amongst the first that explains consumption of organic drinking products from the perspectives of consumer perception and social cognitive theories. It provides a unique research model that explains the influence of perceived food healthiness and environmental consciousness on purchase intention of organic drinking products with the mediating role of consumer extrinsic motivation and moderating role of CSR beliefs. The current research provides fresh insights into the consumption of organic drinking products in an emerging market based on a mediated moderation mechanism, which has been limited in the prior literature.

Citation

Dang, V.T., Wang, J., Nguyen, H.V., Nguyen, Q.H. and Nguyen, N. (2022), "A moderated mediation study of consumer extrinsic motivation and CSR beliefs towards organic drinking products in an emerging economy", British Food Journal, Vol. 124 No. 4, pp. 1103-1123. https://doi.org/10.1108/BFJ-12-2020-1096