The role of brand reputation in organic food consumption

A behavioral reasoning perspective

Jessica Ryan, Riza Casidy*

*Corresponding author for this work

Research output: Contribution to journalArticle

12 Citations (Scopus)


This study examines the role of brand reputation in influencing organic food consumption. Specifically, we adopted the behavioral reasoning theory framework and examined the mechanisms by which consumers’ values affect their attitude and intention to consume organic food under varying levels of brand reputation. To test the theoretical framework, we recruited 617 respondents from Amazon's Mechanical Turk (Mturk) platform. The analysis found general support for the application of behavioral reasoning theory in the organic food consumption context. The results revealed that the relationship between consumer values and attitude is partially (fully) mediated by consumer reasoning in low (high) brand reputation conditions.

Original languageEnglish
Pages (from-to)239-247
Number of pages9
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Mar 2018
Externally publishedYes


  • Behavioral reasoning
  • Brand reputation
  • Food brand
  • Organic food
  • Values

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