For occasional consumers we ascertained that the link between food
safety concerns and purchase intention is fully mediated by attitude
toward organic food products. This suggests that food-related risks are
more likely to generate a favorable disposition toward these products
rather than immediately influencing occasional consumers’ purchase
intentions. Providing arguments in favor of the safety properties of
organic food may have the effect of raising the favorable attitudes of
occasional consumers toward organic farming and its output. In turn,
the more favorable attitudes can be expected to increase the likelihood
that these consumers will purchase organic food. Hence, to capture the
interest of infrequent consumers, food producers and regulatory agencies
should focus on the naturalness of organic products and raise confidence
in the organic label. For example, they could promote new distribution
channels suitable to match occasional consumers’ need for safe food, such
as the so-called farmers’ markets (i.e., direct sale markets). Such markets
may, in fact, allow customers to personally check the genuineness of the
purchased products.