ABSTRACT
The current paper is directed toward understanding how the Signaling theory could work as a theoretical model in understanding consumers’ purchase intention toward organic foods. A descriptive quantitative study was administered with the contribution of 228 valid responses. These responses were gathered by distributing an online questionnaires to organic food consumers. Structural equation modeling (SEM) was applied for testing the theoretical model. The impact on brand image identification, sensory attributes, and brand credibility as signalers has been tested on the purchase intention of consumers of organic food. User Generated Content (UGC) has been used to extend the signaling theory used in the current study. The results show that sensory attributes, brand credibility, and UGC strongly correlate with intention to purchase organic food. In contrast, the brand image does not strongly impact organic food purchase intention.
