EXAMINING THE ROLE OF UNCERTAINTY AS A MODERATOR ON CONSUMERS’ PURCHASE INTENTIONS TOWARD ORGANIC FOOD IN ONLINE ENVIRONMENT: A COMPARATIVE STUDY

Despite the enlightened growth of the organic food market in developing countries, there is still a lake of knowledge about how consumers’ organic food usage motives shape their attitude and shopping intention and whether Uncertainty increase or decreases consumers’ intention to purchase organic food in online environment. This study examines the factors influencing consumers’ organic food purchase intention and the moderating role of uncertainty through comparative analysis (UK, USA, and CANADA ). The quantitative data was collected from three countries UK (n=287), USA (n=256), and CANADA (n=354). Moreover, the findings indicate consumers with a higher level of uncertainty will avoid purchasing for organic food; a low level of uncertainty will decrease their intention towards purchasing for organic food in online environment will increase. The findings of this study will be helpful for marketing managers, scholars, and retailers to develop appropriate strategies to improve consumers’ purchasing of organic food in online environment.