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This study addresses the determinants of organic food quality by considering two quality signals: organic food traceability label (i.e., information quality, product diagnosticity, and trust) and organic store brand. We examined consumers’ perceptions of these two quality signals, and consumer health consciousness (moderator) as an intrinsic individual characteristic of how they affect perceived quality and purchase intention. In China, 305 valid samples were gathered by carrying out an online poll. An analysis of the structural equation model’s results revealed that the traceability label (i.e., information quality, product diagnosticity, and trust) and organic store brand have a significant positive impact on perceived quality. Customers’ purchase intention and factors influencing the determinants of organic food quality are linked, with perceived quality as a part-mediator. In addition to the moderated mediation effect of consumer health consciousness between the determinants of organic food quality and consumers’ perceived quality, different levels of health consciousness were found to impact people’s understanding of market signals, wherein higher levels of personal health consciousness were linked to more robust perceptions of the quality of organic food. This study helps the development of a sustainable, organic food purchasing process by providing better value propositions for consumers.
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