Mushtaq Ahmad Darzi

Decoding organic food choices: exploring brand identification, credibility, ambiguity tolerance in shaping consumer attitudes and intentions using SEM and fsQCA

Purpose This study examines the influence of consumers' brand image identification, credibility towards organic food brands and ambiguity tolerance on the attitude-intention link, grounded in the stimulus-organism-response (S-O-R) framework. It also explores the mediating role of...