Interest in organic food consumption remarkably increased worldwide. This study aims to assess the impact of organic food attributes on consumer's purchase behavior (PB). A framework is proposed based on the Stimuli-Organism-Response (S-O-R) model to examine the five product attributes of organic food, namely; price fairness, sensorial appeal, natural content, nutritional content and organic labels on PB and to study the mediating role of PV in this relationship.  Perceived Behavioral Control (PBC) is also considered as a moderator in the relationship between PV and SPB.
Based on a sample of 402 customers of retail stores in Alexandria, a survey was conducted using a self-administered questionnaire to collect data and SEM-PLS to analyze data. The result of the study indicates the significant impact of price fairness, sensorial appeal and natural content on organic food purchase, while nutritional content, organic labels are insignificant. Also, PV is found to fully mediates the relationships between organic label, nutritional content and organic food PB, but it partially mediates the relationship with price fairness and sensorial appeal. A significant positive relationship was also found between organic food purchase and PV, and the moderating role of PBC is approved in this relationship. Based on the findings, the study provided various implications for managers and marketers.