Role Of Assortment And Sensory Appeal On Purchase Intention Of Organic Produce: A Serial Mediation Model

Abstract

This research evaluates variables affecting customers' attitudes towards the purchase intention of organic produce. Through a survey questionnaire using an online data collection platform, data from 266 respondents was collected. Purposive sampling was used to select the respondents. The SPSS process macro was employed to examine the influenceof assortment and sensory appeal. This is to study the relationship between attitude, defined as the independent variable,andconsumer purchase intention of organic produce, defined as the dependent variable. A serial mediation effect of assortment and sensory appeal on the relationship between the predictor and outcome variable was obtained in the results. The novelty of this research lies in investigating how assortment and sensory appeal affect consumers' attitudes and purchase intentions.