DIGITAL DYNAMICS AND ONLINE PURCHASE INTENTION IN PAKISTAN’S ORGANIC FOOD MARKET: THE MEDIATING ROLE OF CONSUMER TRUST AND THE MODERATING ROLE OF CONSUMER KNOWLEDGE

Abstract

Background: Digital platforms are having a growing influence on consumer buying decisions, especially in developing countries like Pakistan. Trust is crucial when making the shift of digital interaction to purchase intention in the online organic food context, as consumer doubts about product quality, safety, authenticity and certification can create a problem. Objective: The aim of the study was to examine the effect of social media marketing, website quality, electronic word of mouth (e-WOM) and perceived value on online purchase intention of Pakistani customers of organic foods. Method: The approach was positivist with descriptive survey design, cross sectional using quantitative method, based on the Technology Acceptance Model (TAM) and The theory of planned behaviour (TPB). Data were acquired using an online questionnaire from 545 Pakistani customers having experience of, or plan to purchase, organic food online. The proposed hypotheses were analysed using partial least squares structural equation modelling. Results: Social media marketing (SMM), website quality (WQ), and electronic word of mouth (e-WOM) significantly and positively influenced both trust and online purchase intention (PI). WQ was the strongest direct predictor of PI, whereas e-WOM had the strongest effect on trust. Trust significantly mediated the relationships of SMM, WQ, and e-WOM with PI. Consumer knowledge significantly strengthened the effects of social media marketing, WQ, and e-WOM on trust. But, in the full model, perceived value (PV) did not significantly predict trust nor PI and was not supported as a moderation and mediation variable.