Centering on health and wellbeing: Examining consumers’ organic food purchasing decisions in restaurants when traveling

This study investigates the factors affecting consumers’ organic food purchase behaviors while traveling, drawing on the social exchange theory and institutional trust theory. Data was collected through purposive sampling via an online survey platform, targeting recently traveled participants. The results indicate that environmental, health, and food safety benefits significantly improve consumers’ attitudes, positively influencing their behavioral intentions. Price consciousness and knowledge of organic foods demonstrate partial moderating effects. These findings underscore the importance of understanding consumer perceptions and the moderating role of price and knowledge in the context of travel. A multi-group analysis explored the differential impact of socio-demographic factors such as family status and gender. These insights suggest that marketing strategies in the hospitality and tourism industries should be tailored to address the distinct preferences of these demographic groups, thereby enhancing consumers’ attitudes and purchasing decisions on organic food while traveling.