Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour

The aim of this study was to investigate consumers' decision-making process, attitudes and values towards organic food throughout the employment of the Theory of Planned Behaviour, adapting the methodology from a European project. 450 consumers were interviewed at supermarkets and farmers' markets in Porto Alegre, Brazil. Results indicate a high penetration level and very positive attitude towards organic products. Organics are believed to be healthier, tastier, more natural and environmental friendly, although being less attractive and more expensive than conventional food. Respondents from the farmers' market represent a specific segment whose values are more oriented toward society. The findings showed an alignment between positive attitude and consumption behaviour among the surveyed consumers. The study finally contributes to the stakeholders in general, since the knowledge of the attributes more valued by consumers can help retailers to play the role of coordinators of this supply chain, stimulating producers to adhere to organic certification, helping them to upgrade their production practices and improve their income. Consumers are also benefiting from this offer in the market.

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Social Networking Sites Continuance: An Application of Extended Theory of Planned Behaviour

Telecom Business Review ◽

10.21863/tbr/2015.8.1.006 ◽

2015 ◽

Vol 8 (1) ◽

Author(s):

Himanshu Rajput

Keyword(s):

Social Networking ◽

Social Networking Sites ◽

Theory Of Planned Behaviour ◽

Standard Theory ◽

Planned Behaviour ◽

Privacy Concerns ◽

Proposed Model ◽

Continued Use ◽

Moderating Role

Social networking sites (SNSs) have become popular in India with the proliferation of Internet. SNSs have gained the interests of academicians and researchers. The current study is an endeavor to understand the continuance of social networking sites in India. The study applies an extended version of theory of planned behavior. Additional factors privacy concerns and habits were incorporated into the standard theory of planned behaviour. A survey was conducted in a Central University in India. Overall, data was collected from 150 respondents. PLS-SEM was used to test the proposed model. All the hypotheses except the moderating role of habits between intentions and continued use of social networking sites, were supported by the results. Habits were found to affect continued use of social networking sites indirectly through continued intentions.

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Behavioural intention to purchase organic food: Bangladeshi consumers' perspective

British Food Journal ◽

10.1108/bfj-05-2021-0472 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Mohammad Rokibul Kabir ◽

Saima Islam

Keyword(s):

Theory Of Planned Behaviour ◽

Organic Food ◽

Partial Least Square ◽

Behavioural Intention ◽

Organic Fertilizers ◽

Organic Foods ◽

Planned Behaviour ◽

Content Type ◽

Health Consciousness ◽

Intention To Purchase

PurposeThis research aims to assess the consumers' intention to purchase organic foods for balanced physical and mental growth. It examines the decision-making process in buying organic products built on the extended Theory of Planned Behaviour (TPB). This study designed a model to show how Bangladeshi consumers wish to purchase organic food.Design/methodology/approachData were collected by means of a formal questionnaire from shoppers in different markets who buy organic and non-organic foods. Statistical analysis is done by applying partial least square-structural equation modelling (PLS-SEM).FindingsFindings refer that among the four antecedents called social norms (SN), personal attitude (ATT), perceived behaviour control (PBC) and health consciousness (HC), three (ATT, PBC and HC) have a significant influence on the intention to consume organic food in Bangladesh. The only cognitive variable called social norm (SN) has no statistically significant impact though it positively relates to the behavioural intention to purchase organic food.Research limitations/implicationsThe fitted model did not consider any moderating or mediating variable though there might be such effects regarding organic food purchase and consumption. The study includes a major portion of the respondents from less than Tk. 20,000 monthly income group, which is a price-sensitive group from Bangladesh perspective. Hence, this price sensitivity might have a slight influence on the results of the study.Practical implicationsThis study includes four variables as the predictors to describe consumers' intention to purchase organic food products in Bangladesh. Among the predictors, health consciousness or awareness is found to be most powerful. Though consciousness is the key, the awareness of Bangladeshi citizen regarding organic food is lower than in other parts of the world. Hence, the research model directs the policymakers to increase awareness through different social campaigns.Social implicationsUnder Vision 2040 of promoting sustainable development, the government of Bangladesh is trying to increase organic food consumption. Production and consumption of organic food will positively impact society since organic fertilizers are environmentally friendly and do not harm society. This research promotes a strategy formulation to ensure the consumption of organic foods for a positive social impact.Originality/valueThis study is a unique research to concentrate on the importance and factors influencing the consumption of organic foods in Bangladesh, a recently graduated developing country. Furthermore, it extended the Theory of Planned Behaviour (TPB) and proposed a new conceptual framework.

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