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CONSUMER TRUST AND E – WOM AS DETERMINANTS OF ORGANIC FOOD PURCHASE INTENTION IN EMERGING MARKET

AUTHORS:
Harmandeep Kaur
Mentor
Dr. Raminderpal Singh,Dr. Kiranjeet Kaur
Affiliation
Department of Applied Sciences and Humanities, SBSSU, Ferozepur
DOI: 10.55041/ijsmt.v2i5.335
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

Growing interest in sustainable living and health-conscious habits has led consumers to increasingly favour organic foods. Online reviews, social media conversations, and recommendations from peers have sparked a rising trend in e-WOM and consumer trust, which significantly influence decisions about organic products, particularly among younger generation. This study, therefore, investigates how trust and e-WOM affect consumer intentions to purchase organic food items. The research involved a sample of 455 consumers, with data gathered through a standardized questionnaire. The analysis was conducted using the Statistical Package for Social Science (SPSS). Findings from the study


reveal that both e-WOM and consumer trust positively and significantly influence purchase intentions. The results suggest that organic food brands should prioritize managing their online reputation to enhance positive consumer engagement through e-WOM. In order to promote organic foods in mainstream consumer markets, businesses need to better understand e-WOM and consumer trust. This will facilitate the development of strategies that enhance the marketing of organic products and enhance the building of trust-based relationships with consumers.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 05
Review Rounds:
2
Article Type:
Research Article
Publication Date:
May 20 2026
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Kaur, H. (2026). Consumer Trust and E – Wom as Determinants of Organic Food Purchase Intention in Emerging Market. International Journal of Science, Strategic Management and Technology, 02(05). https://doi.org/10.55041/ijsmt.v2i5.335

Kaur, Harmandeep. "Consumer Trust and E – Wom as Determinants of Organic Food Purchase Intention in Emerging Market." International Journal of Science, Strategic Management and Technology, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i5.335.

Kaur, Harmandeep. "Consumer Trust and E – Wom as Determinants of Organic Food Purchase Intention in Emerging Market." International Journal of Science, Strategic Management and Technology 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i5.335.

References
1.Ayyub, S., Wang, X., Asif, M., & Ayyub, R. M. (2018). Antecedents of trust in organic foods: The mediating role of food related personality traits. Sustainability, 10(10), 3597.

2.Bai, L., Wang, M., & Gong, S. (2019). Understanding the antecedents of organic food purchases: The important roles of beliefs, subjective norms, and identity expressiveness. Sustainability, 11(11), 3045.

3.Chatterjee, S., Hazra, S., & Banerjee, K. (2024). Impact of e-WOM in Consumer Purchasing Intentions of Organic Food Products. Library of Progress-Library Science, Information Technology & Computer, 44(3).

4.De Keyzer, F., Dens, N., & De Pelsmacker, P. (2022). How and when personalized advertising leads to brand attitude, click, and WOM intention. Journal of Advertising, 51(1), 39-56.

5.Duong, C. D., Nguyen, T. H., Ngo, T. V. N., Tran, Q. Y., Nguyen, M. H., & Pham, T. T. P. (2025). How does blockchain-based food traceability system drive consumers’ repurchase and word-of-mouth intentions toward organic food: a curvilinear role of producer-retailer (in) congruence. Asia Pacific Journal of Marketing and Logistics, 37(5), 1357-1383.

6.Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in human behavior, 61, 47-55.

7.Hamzaoui-Essoussi, L., Sirieix, L., & Zahaf, M. (2013). Trust orientations in the organic food distribution channels: A comparative study of the Canadian and French markets. Journal of retailing and consumer services, 20(3), 292-301.

8.Hartini, S., & Mardhiyah, D. (2019). Increasing electronic word-of-mouth activities through self-congruity and tourist values. International Journal of Innovation, Creativity and Change, 9(10), 162-183.

9.Khan, S., Firdaus, R., & Rehman, A. (2025). Analyzing Social Media’s Impact on Organic Food Purchase Intention: A Study of Consumer Behavior. Journal of International Food & Agribusiness Marketing, 1-30.

10.Khan, S., Firdaus, R., & Rehman, A. (2025). Analyzing Social Media’s Impact on Organic Food Purchase Intention: A Study of Consumer Behavior. Journal of International Food & Agribusiness Marketing, 1-30.

 
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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