Understanding the impact of store innovativeness on organic food purchase intention: a mediation and moderation analysis

This study aims to examine the relationship between store innovativeness and organic food purchase intention, with the mediating role of shopping experience and the moderating role of customer service. A survey method was employed to collect data from 1,051 consumers in a key emerging market in Asia. Results from structural equation modeling show that store innovativeness positively influences consumer intention to purchase organic food. Furthermore, in-store shopping experience mediates this positive association, and customer service moderates the relationship between store innovativeness and shopping experience. This study adds to the limited research into how retailers can contribute to promoting sustainable food consumption by investigating the impact of key in-store factors on organic food purchase intention. This study’s findings encourage retailers to focus on store innovativeness to enhance shopper experiences and organic food purchases.<p></p>