Title: Stimulus-organism-response model and the conformity effect on consumer purchase intention of organic food

Authors: Ji DingGe; Ong Choon Hee

Addresses: Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia ' Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia

Abstract: The purpose of this study is to investigate the variables that influence Chinese consumers' decisions to buy organic food. The 'stimulus-organic-response' (S-O-R) model served as the research foundation for this investigation. To test the hypotheses, 310 replies were received and analysed with PLS-SEM. The findings indicate that Chinese consumers of organic food are objectively stimulated by brand image and organic labels. Purchase intention is a response, and customer-perceived values are strongly depicted through the model as the organism elements. The relationship between a customer's perceived functional value and purchase intention is strongly moderated by conformity. This study adds to the body of knowledge by using the S-O-R theory to provide a deeper understanding of Chinese consumers' purchasing intentions for organic food. It also provides Chinese policymakers and organic food suppliers with solutions to increase organic food sales to expand the Chinese organic food market.

Keywords: Chinese organic food consumer; S-O-R theory; consumer perceived values; conformity; brand image; organic labelling; consumer purchase intention.

DOI: 10.1504/MEJM.2025.148763

Middle East Journal of Management, 2025 Vol.12 No.5, pp.593 - 613

Received: 14 Jun 2024
Accepted: 15 Aug 2024
Published online: 23 Sep 2025 *

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