Uncorrected Author Proof Human Systems Management xx (2020) x–xx DOI 10.3233/HSM-200913 IOS Press 1 Organic consumption through ICT: A moderated mediation model of consumer attitude and perceived irritation 1 2 3 Anum Tariq a and Yasir Tanveer b,∗ 4 a School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China 5 b Lyallpur Business School, Government College University Faisalabad, Faisalabad, Pakistan 6 Received 26 January 2020 7 Accepted 9 August 2020 8 Abstract. 9 BACKGROUND: The proliferation of ICT has transformed customers’ buying patterns. The organic consumption patterns based on online consumers’ reviews were reviewed through moderated mediation model. This research paper examines the mediating role of consumer attitude in the relationship between online consumers’ reviews and organic consumption. It further examines, if perceived irritation moderates this effect. 10 11 12 13 METHODS: Data were collected from 287 respondents who were experienced in online buying of organic products. Applied the PROCESS macros in IBM SPSS Statistics 23 to assess latent hypothesized relationships. 14 15 IMPLICATIONS: These results have urged marketers to reconsider their strategies to treat modern consumers and scheming more artistic web pages braced with social feedback mechanism to stream organic consumption. 16 17 CONCLUSIONS: The results supported that online consumers’ reviews positively influences organic consumption of Chinese. However, this effect is stronger when perceived irritation of webpages is low. 18 19 Keywords: Online consumers’ reviews, perceived irritation, consumer attitude, and organic consumption 20 Anum Tariq has recently com- 21 pleted her PhD in Management 22 Science and Engineering from Beijing 23 University of Posts and Telecommu- 24 nications. She holds post-graduation 25 in Business Administration from Pak- 26 istan. Her research interest includes 27 consumer behavior, organic consump- 28 tion, impulse buying behavior and 29 ICT. 30 31 ∗ Corresponding author: Yasir Tanveer, Lyallpur Business School, Government College University Faisalabad, Faisalabad, Pakistan. E-mail: yasirtanveerch@yahoo.com. Yasir Tanveer is currently working 32 as Assistant professor in Lyallpur 33 Business School, Government Col- 34 lege University Faisalabad, Pakistan. 35 He did his PhD in Management Sci- 36 ence and Engineering from Beijing 37 University of Posts and Telecommu- 38 nications. His current research interest 39 includes Leadership, Conflict Man- 40 agement and Emotional intelligence 41 and psychology. 42 43 1. Introduction 44 Since 25 years, Information and communication 45 technologies (ICT) have witnessed a firm growth in 46 online buying through social commerce by institut- 47 ing a platform for more flexible spatial and temporal 48 0167-2533/20/$35.00 © 2020 – IOS Press and the authors. All rights reserved