THE ROLE OF PAST EXPERIENCE, SATISFACTION AND TRUST IN SHAPING REPURCHASE INTENTION OF ORGANIC VEGETABLES

Abstract

With the growing awareness of health and eco-friendly advantages, the demand for organic vegetables is increasing. But loyalty and repeat purchases prove difficult for organic producers and retailers to achieve. The purpose of this study is to investigate the influence of past experience, satisfaction, and trust on repurchase intention of organic vegetable consumers. Using data collected from 210 consumers via a structured questionnaire, the study utilizes structural equation modelling (SEM) to examine the relationships among these factors. Data were analysed using Smart PLS 3.2.9. The results indicate that positive prior experience plays a strong role in driving satisfaction and trust which in turn influences repurchase intention. Therefore the most important predictor is satisfaction, whereas trust is an influencer of customer confidence and long-term loyalty. Study points out key to delivering consistent quality, being transparent for building trust & ensuring maximum customer satisfaction leads to repeat purchases. Marketers, policymakers and other stakeholders in the organic food industry who want to increase market sustainability and foster consumer loyalty will find these insights to be helpful.