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1. Introduction
Health and environmental effects of pesticides, genetically modified organisms, and other non-natural substances used to increase agricultural production have stimulated consumer and marketer interest in organic foods. The organic market has recently increased considerably, and is widely regarded as one of the biggest growth markets in the food industry (Hughner et al., 2007). Organic foods are generally perceived as more nutritious, as well as healthier, safer, and more environmentally friendly. Previous studies indicated that consumers are more likely to pay a premium for the superior quality and taste of organic foods, as well as their certified “safeness” (Chen and Lobo, 2012). Given the rapid and accelerating demand for and sales of organic foods, understanding the critical factors that influence consumer organic food purchasing behaviour is essential for organic product producers, suppliers, marketing specialists, policy makers, and green restaurateurs to implement successful marketing strategies.
In reviewing the literature on organic food consumption, numerous studies have investigated motivations for buying organic foods (Aertsens et al., 2009; Honkanen et al., 2006; Lockie et al., 2004; Magnusson et al., 2003; Padel and Foster, 2005). Hughner et al. (2007) reviewed previous research and concluded that the motives of organic food consumers include concerns about health, the environment, food safety, and animal welfare, desires for supporting the local economy and a wholesome lifestyle, nostalgia for the past, and pursuit of fashion. Aertsens et al. (2009) suggested values as motivators for organic food consumption, including security, hedonism, stimulation, universalism, self-direction, benevolence, conformity, and power. However, there has been insufficient research focusing on factors that can help consumers create trust and positive attitudes towards organic foods, or exploring how the combination of these factors can increase organic food consumption. Scholars have argued that trust is a prerequisite for a successful business because consumers are hesitant to make purchases unless they trust the seller (Kim et al., 2008). Consumer trust may be even more important in organic purchase decisions than conventional ones. This is because the organic market is rather small and undeveloped in Taiwan so that people generally have limited awareness and knowledge of organic foods. Since trust is essential to organic purchase behaviour, it is significant to identify the antecedents of consumer trust in...