Role of green self-identity and peer influence in fostering trust towards organic food retailers

Purpose - The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers' perceived trust and transaction risk. Design/methodology/approach - The sample consisted of consumers purchasing organic food products from organic food retailers. A mix of judgemental and convenience sampling was used. Findings - Green peer influence, perceived organic food quality and service quality had a positive influence on perceived trust towards organic food retailer. Green self-identity had a negative influence on perceived transaction risk, and green peer influence had a positive effect on perceived transaction risk. Practical implications - The findings can be used by organic food retailers to increase trust by improving organic food brands and service quality at the stores. The organic food market is in nascent stage and consumers' trust towards organic food retailers is crucial in improving intention to purchase organic food. Peer influence should be used in cultivating trust towards products sold by organic food retailers. Originality/value - The study adds to existing research by analysing the role of green self-identity, peer influence, organic food and service quality on perceived trust and transaction risk. The results can be used by retailers for marketing organic food brands.