Exploring Consumer Cross-Platform Buying: Perception of Organic Food and Psychological Influences on Behavioral Adaptation

Abstract

This research examines the role of consumer behavior in buying across multiple platforms on behavioral adaptation, specifically with reference to the mediating influence of perception of organic food products and the moderating effect of psychological parameters. The aim is to better understand how online consumer behaviors shape adaptation across buying platforms and examine whether psychological and perceptual forces are driving such behaviors. This study involved 248 university students. To gather data, a structured questionnaire that was modified from pre-existing measures in the literature was used. Using a partial least squares structural equation modeling (PLS-SEM) technique called Smart-PLS, the gathered data was examined to test the proposed connections between the structures. The findings demonstrate that behavioral adaptability is strongly impacted by cross-platform customer purchasing activity. Furthermore, this association is mediated by perceptions of organic food items, and the relationship between cross-platform purchase behavior and behavioral adaptation is moderated by psychological characteristics including motivation, attitude, and perception. These results demonstrate how intricately customer behavior, psychological characteristics, and product perceptions interact to shape platform adaption. This research contributes to the work on how consumers behave online. Companies wishing to enhance customer engagement and power cross-platform marketing campaigns are able to derive lessons from its astute findings. This research also serves as the basis for future studies looking at how new technology is changing the behavior of consumers and uptake across platforms.