... been conducted in this context (Lin et al., 2021 ; Qi et al., 2024). Based on the above review, this study aims to broaden scholarly comprehension of organic shopping by examining the online purchase intentions of consumers in lower-tier cities for organic vegetables. Meanwhile...

... intentions for organic food products. Similarly, attitude, egoistic and altruistic values positively impact purchase intentions. In terms of moderation effects, price consciousness significantly and negatively influences the relationship between egoistic values and online purchase intention as well...