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The increasing focus of consumers on health and environmental sustainability continues to drive the demand for organic food. Despite the recognized importance of health and environmental concerns, the differential impact of these factors on organic food purchasing decisions is evident, indicating the presence of moderating variables. This investigation attempts to delineate these contingencies within the realms of socio-environmental and individual factors, paying particular attention to subjective norms, uncertainty, and egoistic values.

Using the convenience sampling method, the primary data sample was collected by a professional market research consulting firm and included 1876 usable respondents from China. Hierarchical multiple regression analysis was utilized to verify the model and test the relationships between the constructs.

The results indicated that the path from environmental concern to organic food purchase intention was significantly influenced by subjective norms and uncertainty, both of which enhance this relationship. In contrast, egoistic values appeared to dampen this effect. Uncertainty also emerged as a key factor in the link between health concerns and organic food purchase intention, albeit with an opposite impact, weakening the relationship.

This study provides useful insights for academics and marketers to understand the complex phenomenon of organic consumer behavior. This result indicates that marketers can target reference groups to develop organic food marketing strategies.

Few studies have proposed and validated a model with these moderating factors collectively to study the purchase intention of organic food consumers in China.