The Structure and Role of Knowledge in Organic Vegetable Consumption

Abstract

Knowledge, including subjective knowledge, objective knowledge, and product-related experience, plays a crucial role in consumer decision-making. However, the relationship between these types of knowledge and organic food purchases has not yet been thoroughly investigated. This study examines the role of knowledge in organic vegetable consumption in Japan using structural equation modeling. The results show that subjective knowledge is the strongest predictor of organic vegetable consumption, whereas objective knowledge has only a limited indirect effect mediated through subjective knowledge. Product-related experience is positively associated with both types of knowledge and directly correlated with organic vegetable consumption, suggesting its dual role as a driver of both knowledge formation and purchases. These findings highlight that enhancing subjective knowledge and offering experiential opportunities, such as farm visits and hands-on learning, may be more effective than simply providing objective information in stimulating consumer demand for organic food and supporting the transition to organic farming.