The Predictors of Consumer Behavior in Relation to Organic Food in the Context of Food Safety Incidents: Advancing Hyper Attention Theory Within an Stimulus-Organism-Response Model.

Despite the rapid development of China's organic food industry in recent years, the market size of this industry remains relatively small. Since the organic food market started late in China, consumer groups are mainly concentrated in large cities at present. It is, therefore, urgent to take effective measures to promote the development of China's organic food market. The current study focuses on the direct and indirect relationships between food safety incidents and organic food purchases by considering the Chinese context, using stimulus-organism-response model and information use environment theory, and introducing a hyper attention cognitive model. The results show that external stimulus (food safety incidents) and internal stimulus (consumer environment orientation) can significantly affect consumers' response (namely, consumer organic cognition), and the enhancement of consumer organic cognition can promote consumer organic purchase. In addition, consumers' information environment (the information relating to food safety incidents and environment) can significantly affect their organic food purchase. Moreover, food safety incidents can attract consumers' hyper attention and thus has a positive impact on consumers' cognition of organic food. These findings have important implications for research and practice.