Understanding online organic vegetable purchase intention in China: extending the theory of planned behaviour with perceived risk

Purpose This study aims to determine the impact of perceived risk on consumers’ online organic vegetable purchase intention (OOVPI) in China’s lower-tier cities. It focuses on three specific risks, including performance, financial, and time risks. The study also explores the underlying mechanism of how these risk perceptions interact with the Theory of Planned Behaviour (TPB). Design/methodology/approach This study employs PLS-SEM to empirically analyse questionnaire responses provided by 415 participants in China. Findings The study reveals that positive attitude, subjective norms, and perceived behavioural control can enhance OOVPI. However, consumers’ high perceptions of performance, financial, and time risks undermine OOVPI. Meanwhile, attitude and subjective norms demonstrate varying strengths of mediation in the relationship between risk perceptions and OOVPI. Furthermore, beyond directly promoting OOVPI, perceived behavioural control and perceived product traceability serve as moderators that alleviate the negative impact of perceived risks on OOVPI. Originality/value On the theoretical front, this study advances the TPB framework by incorporating perceived risk, an underexamined factor in prior research, thereby extending its application in the context of organic food consumption. On the practical front, guidelines are offered for operators to effectively penetrate underdeveloped markets based on addressing consumer worries.