PurposeThis study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the moderating role of customer ethnocentricity as well as the mediating role of customer value.Design/methodology/approachTo explore correlations between brand credibility and purchase intentions, cross-sectional data were collected from 433 Indian consumers. The data were analysed by structural equation modelling.FindingsThe findings indicate that brand credibility is positively related to purchasing intention. The association between brand credibility and purchasing intentions is partially mediated by customer value. Customer ethnocentrism was also shown to have a negative moderation effect. Healthiness, high quality and sensory properties (i.e. natural taste) were found to be some of the most significant organic food characteristics, according to Indian consumers.Research limitations/implicationsThe research is confined to India's geographical area, specifically the National Capital Regions.Practical implicationsTo increase the purchase frequency of local or global branded organic food, businesses can include rational features in their marketing method such as the health benefits compared to the conventional product, a better emphasis on environmental safety and the social advantages of organic food.Originality/valueThis study develops an integrative model, including brand credibility (PBG & PBL), to predict organic food purchase intentions. This is an important contribution as, according to the results of the literature review, no previous studies have analysed these relationships.

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