... this effect. Uncertainty also emerged as a key factor in the link between health concerns and organic food purchase intention, albeit with an opposite impact, weakening the relationship. Practical implications This study provides useful insights for academics and marketers to understand the complex...

...V.G. Girish; Anindita Saha; R. Rex Immanuel; Bona Kim Purpose The study aims to analyse the structural relationships of authenticity, health concern and sustainable intelligence in the farm restaurant context. Different types of restaurants have been targeted to understand consumer behaviour...

... the hypotheses postulated. Findings The results indicated the significant association of both health and environmental concerns with organic food consumption, as well as the existence of an interactive effect between both consumer goals. As a novel finding, health concern weakens the influence...