ANTECEDENTS AFFECTING ORGANIC FOOD PURCHASE INTENTIONS

The issue of environmental pollution in modern life presents its threat to human life, while at the same time public awareness of health issues increased. Organic food of-fers a solution to the problem of healthy foods and beverages and drives the growth of the organic product market. The following research aims to explain how the infor-mation revealed on organic food labels and perceived organic knowledge influences consumers' trust and attitudes towards organic foods, which in turn together with sub-jective norms ultimately affects the purchase intentions. A total of 206 respondents answered the questionnaire shared online and analysed using SEM (Structural Equa-tion Modelling). The results showed that perceived knowledge did not significantly influence attitudes toward organic food. Revealed information influences positive at-titudes and trust about organic food which in turn together with subjective norms pos-itively influence subsequent purchase intentions.