The knowledge of young adults’ organic food purchasing behaviour and its antecedents on fresh food e-commerce platforms (FFEP) is critical in consolidating the Chinese environmental product market. This study establishes a theoretical model to examine the influence of young adult consumers’ purchasing organic food intent on FFEP in the Chinese context. Data from 535 respondents collected via an online survey were analyzed applying a dual-stage structural equation model (SEM) and artificial neural network (ANN) approach. The findings of this study reveal that platform characteristics (system quality and evaluation system) and product information characteristics (organic label, ingredient information, and traceability information) significantly affect young consumers’ perceived utilitarian value and perceived hedonic value. The service quality of FFEP has the strong effect on young consumers’ perceptions of hedonic value, while the delivery system strongly influences the utilitarian value. Moreover, perceived value plays a crucial mediating role in influencing platform and product information characteristics on young consumers’ organic food purchase intentions. Young consumers’ perception of utilitarian value exerts a more noteworthy influence on their purchase intention than hedonic value. Theoretical implications are discussed, together with managerial implications useful for effectively stimulating organic food consumption among young adults in online shopping environments.
