With the development of e-commerce, online consumption has rapidly grown. This study aims to highlight an example of the online shopping of organic products in the Spanish organic market. Through a Partial Least Square path modelling (PLS), a multi-group analysis (MGA) is applied to test a product´s online and organic attributes that may influence the intention of using an e-marketplace to buy and sell organic products. A product´s organic and online attributes were drawn from 149 organic consumers’ communities and 106 organic producers from the biggest Spanish e-marketplace. The results indicate which attributes influence the attitude toward use and intention to use that online platform. The results of the study can guide the online managers of these types of e-marketplaces in the design of their policies to attract participants and increase commercial online transactions.
