Abstract

This study investigates the direct impact of perceived place and price on consumers’ repurchase intentions toward organic food, focusing on the moderating role of consumers’ gender. The study used (SEMPLS) and SPSS for data analysis and utilized an online snowball survey to collect data from 194 respondents in the Kingdom of Saudi Arabia. This study demonstrates the significant direct impact of perceived price on repurchase intention and the significant effect of gender on this relationship. This study contributes to the understanding of the factors (place and price) that influence consumers’ repurchase intentions for organic food, shedding light on the moderating role of gender in this process. By providing insights into the influence of place, price, and gender on consumer behavior, this study offers valuable implications for entrepreneurship and marketing in the organic food industry.

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