Post-Covid-19 Attributes and Organic Food Purchase Behavioral Intention Nexus: Navigation to Elicit Health Consciousness Mediation Role

Abstract

The COVID-19 pandemic made critical transformations in lifestyle facets, human interests, and health concerns that would influence diet habits and organic food purchase behavioral intention, and the trend has continued. This study examined health consciousness mediation in the link between post-COVID-19 and organic food purchase behavioral intention. The population consisted of organic food consumers in the Asir area (region) in the South Kingdom of Saudi Arabia. The sample size was for regular and non-occasional organic food consumers. The data collection used a questionnaire, and the analysis was only for 435 valid questionnaires. The results showed that post-COVID-19 attributes influenced health consciousness and organic food purchase behavioral intention. In addition, health consciousness partially mediated the relationship between post-COVID-19 attributes and organic food purchase behavioral intention. This study conclusively showed that the health consciousness construct mediated the relationship between post-COVID-19 attributes and organic food purchase behavioral intention. In turn, the findings might help businesses and marketers design the relevant policies that would urge the consumers’ health consciousness and purchase behavioral intention to fall into organic food and promote business strategy designs to foster performance.