Insight into consumers’ organic food choices: evidence from Tunisia, Italy, and France

Although there have been many attempts to understand consumer choice, there is\r\nstill a lack of consensus regarding the relevance of various factors contributing to\r\nthis phenomenon in the context of organic food. In response to that, this research\r\ncontributes to the literature by investigating the influence of certain factors, such as\r\nfood safety concern, health consciousness, organic food involvement, and organic\r\nprice sensitivity, on consumers’ organic food selection. Importantly, it ascertains\r\nthe mediating impact of organic food skepticism on this relationship. Data gathered\r\nfrom 3008 consumers with three different cultural backgrounds were analysed\r\nusing a structural equation modeling approach. The results revealed that certain factors\r\n(i.e., safety concern, organic food involvement and health consciousness) have\r\na positive impact on consumers’ organic food choice. Organic price sensitivity has\r\na negative impact on consumers’ organic food choice. Furthermore, organic food\r\nskepticism has a mediating impact between these factors and consumers’ organic\r\nfood choice. The ultimate goal is to provide fresh perspectives and useful insights\r\nfor practitioners desiring to assess consumers’ organic food choices and enhance\r\ntheir positive evaluation