The role of trust obtained by seals and certificates in mediating the relationship between the perceived effectiveness of the consumer and the intention to purchase organic products.

Abstract

This research aimed to investigate the mediation role of trust based on official labels and certificates on the relation between perceived consumer effectiveness (PCE) and organic products buying intention. Thus, quantitative method of researching was developed, and an on-line survey strategy was adopted using a structured questionnaire for collecting data. In total, 124 answered questionnaires were considered acceptable. The theory model was analyzed by multiple linear regression and Hayes Method. The results showed the proposal of this study was confirmed, holding the main hypothesis of the mediation role of trust based on official labels and certificates on the relation between PCE and organic products buying intention. The direct relation between PCE and organic products buying intention was also confirmed, but the influence of PCE on trust was not confirmed. The study contributed to the develop the research of organic products buying intention when related variables which had not been investigated together by prior studies, and, at the same time, confirmed the direct and individual predictor role of the variables on shape consumer’s decision. Thus, the results strengthen the importance of PCE, and trust based on official labels and certificates in leading consumers’ products perception and in the following consumers’ decisions.