CONSUMER TRUST AND E – WOM AS DETERMINANTS OF ORGANIC FOOD PURCHASE INTENTION IN EMERGING MARKET
DOI: 
SHARE THIS ARTICLE
DOWNLOAD ARTICLE
REVIEW REPORT
CITE THIS ARTICLE
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.
Keywords
Article Information
Article Metrics
HOW TO CITE
Copy
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
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
Indexed In
Similar Articles
Previous Article
