Organic food industry growth continues to garner increasing interest from researchers and agribusiness entrepreneurs, particularly in the context of emerging and developing countries. This study identifies the role of COVID-19, availability, price, trust in eco-labels, health consciousness, environmental concern, organic knowledge, subjective norm, and perceived behavioral control as driving forces for the intention to purchase organic food by customers from emerging countries in Southeast Asia.
Data was collected from 449 respondents. A Structural Equation Modeling (SEM) approach was used in the analysis. The findings indicate significant shifts in how people in Southeast Asia eat, shop, and engage with food. Indeed, the survey findings indicated (i) a shift toward healthier diets under the impact of COVID-19; (ii) an increase in the attitude towards organic products due to eco-label trust; (iii) a change in health consciousness and organic knowledge because of eco-label trust.
The study aided stakeholders and organic food manufacturers in appreciating the COVID-19 market environment, which is crucial for gaining a complete understanding of the market and ensuring the organic food industry's sustainability. A novel research approach is proposed and validated in connection to individual purchasing decisions in the context of global health concerns, a field of study that is currently neglected in the literature. As a result of the study, a deeper understanding of green consumption, particularly in the Southeast Asian market, has been gained.

Organic food industry growth continues to garner increasing interest from researchers and agribusiness entrepreneurs, particularly in the context of emerging and developing countries. This study identifies the role of COVID-19, availability, price, trust in eco-labels, health consciousness, environmental concern, organic knowledge, subjective norm, and perceived behavioral control as driving forces for the intention to purchase organic food by customers from emerging countries in Southeast Asia.
Data was collected from 449 respondents. A Structural Equation Modeling (SEM) approach was used in the analysis. The findings indicate significant shifts in how people in Southeast Asia eat, shop, and engage with food. Indeed, the survey findings indicated (i) a shift toward healthier diets under the impact of COVID-19; (ii) an increase in the attitude towards organic products due to eco-label trust; (iii) a change in health consciousness and organic knowledge because of eco-label trust.
The study aided stakeholders and organic food manufacturers in appreciating the COVID-19 market environment, which is crucial for gaining a complete understanding of the market and ensuring the organic food industry's sustainability. A novel research approach is proposed and validated in connection to individual purchasing decisions in the context of global health concerns, a field of study that is currently neglected in the literature. As a result of the study, a deeper understanding of green consumption, particularly in the Southeast Asian market, has been gained.

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