Time has come to cope with severe food shortage as well as quality which is resulting in the stunted growth of children and many other diseases. The answer to all these problems lies in organic food which is becoming increasingly common in developed countries as many brands are moving toward organic certification of their products as well as sustainable attributes. This study has aimed to analyze the importance of the role of organic certification of products as well as sustainable attributes in Thailand. Moreover, this study has also assessed the mediating role of perceived benefits of organic food in respective relationships. Around 301 residents of Thailand were included in data gathering and analysis of the study which was later run on SPSS and AMOS. Descriptive tests, CFA, and SEM were run for data screening, validity, and hypotheses testing, respectively.The results have shown that certification of product attributes has a significant impact on the importance of organic certification while sustainable attributes do not have a significant effect on the same. The mediating role of perceived benefits has been proved in both relationships. This study is novel because no previous study has analyzed the mediating role of perceived benefits in given relationships. This study has important implications for theory, management of restaurants, food sector and government of Thailand's.
K E Y W O R D Sorganic certification, organic food, product attributes, sustainable attributes and perceived benefits
