Guanqi Zhou, Husnain Mudassir
School of Economics, Yunnan University, Kunming, China.
Division of Management and Administrative Sciences, UE Business School, University of Education, Lahore, Pakistan.
Front Psychol. 2022 Dec 1;13:1073376. doi: 10.3389/fpsyg.2022.1073376. eCollection 2022.
INTRODUCTION/PURPOSE: Drawing on dynamic capabilities theory, this study offers a comprehensive framework for examining the relationships between organic food supply chain traceability, consumer wellbeing, and food safety trust based in organic food sector. The study also explores how consumer awareness of organic food influences the relationship between consumer wellbeing and food safety. We also look at a mediated moderation mechanism in the relationships stated earlier.
Using a survey as the primary data collecting method, a total of 221 usable responses were collected. To test the hypothesized relationships between all variables, SPSS PROCESS Macro 3.3 is utilized.
The findings show that the organic food traceability OFSC affect food safety trust and food safety and consumer wellbeing are positively associated, while consumer awareness of organic food acts as a moderator on the relationship between food safety trust and consumer wellbeing. Also consumer awareness conditionally influences the strength of the indirect relationship between OFST and consumer wellbeing via food safety, thereby indicates a mediated moderation mechanism among the study variables.
DISCUSSION/IMPLICATIONS: This study clarifies how consumer food safety trust and organic food traceability can enhance their wellbeing. It contributes to the theory of dynamic capabilities as well as organic traceable product marketing strategies.
引言/目的：基于动态能力理论，本研究提供了一个全面的框架，用于考察有机食品供应链可追溯性、消费者福祉与有机食品领域食品安全信任之间的关系。该研究还探讨了消费者对有机食品的认知如何影响消费者福祉与食品安全之间的关系。我们还研究了上述关系中的中介调节机制。
以调查作为主要数据收集方法，共收集到221份有效回复。为检验所有变量之间的假设关系，使用了SPSS PROCESS Macro 3.3。
研究结果表明，有机食品供应链可追溯性（OFSC）影响食品安全信任，且食品安全与消费者福祉呈正相关，而消费者对有机食品的认知在食品安全信任与消费者福祉之间的关系中起调节作用。此外，消费者认知通过食品安全有条件地影响有机食品供应链可追溯性（OFST）与消费者福祉之间间接关系的强度，从而表明研究变量之间存在中介调节机制。
讨论/启示：本研究阐明了消费者食品安全信任和有机食品可追溯性如何提升他们的福祉。它为动态能力理论以及有机可追溯产品营销策略做出了贡献。
