This study aims to examine the mediating role of organic food consumption intention in the effect of health and safety on subjective well-being. In the research conducted in Afyonkarahisar province, which is the gastronomy city of UNESCO Creative Cities Network, data were collected from 260 participants through an online survey between February 10 and April 15, 2023. The study data were analyzed using SPSS PROCESS Macro with statistical analysis and frequency analysis. The results showed that health and safety had a positive and significant effect on organic food consumption intention and subjective well-being. In addition, it was found that organic food consumption intention has a positive and significant effect on subjective well-being. Furthermore, it was found that organic food consumption intention has a mediating role in the effect of health and safety on subjective well-being and has important potential in food cities. The results of the study provide important practical and theoretical implications for the organic food industry and healthy eating promotion.

Aim

This study aims to examine the mediating role of organic food consumption intention in the effect of health and safety on subjective well-being.

Method

In the research conducted in Afyonkarahisar province, the Gastronomy City of the UNESCO Creative Cities Network, data were collected from 260 participants between February 10 and April 15, 2023 through an online survey. The study data were evaluated using SPSS PROCESS Macro with statistical analysis and frequency analysis.

Findings

The findings revealed that health and safety had a positive and significant effect on organic food consumption intention and subjective well-being. In addition, it was determined that organic food consumption intention has a positive and significant effect on subjective well-being. In addition, it has been revealed that organic food consumption intention has a mediating role in the effect of health and safety on subjective well-being and has an important potential in gastronomy cities.

Results and Suggestions

The results of the study show that health and safety positively affect individuals’ subjective well-being. Moreover, this effect is further strengthened by the mediating role of organic food consumption intention. These findings have important implications for the organic food industry and healthy eating promotion. In particular, the positive effect of organic food consumption intention on subjective well-being in gastronomy cities is emphasized. This points to the potential of such cities to promote sustainable and healthy lifestyles. In future research, it is important to examine similar effects in different geographical regions and cultural contexts. Furthermore, more work should be done to understand the interaction of organic food consumption intention with other factors. Furthermore, it is also important to analyze in more detail how health and safety factors influence organic food preferences.

Originality

This study is unique in that the research on the impact of health and safety on subjective well-being was conducted in Afyonkarahisar province, which is a Gastronomy City of the UNESCO Creative Cities Network. In addition, determining the mediating role of organic food consumption intention between health and safety and subjective well-being stands out as another important new direction that this study contributes.