Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness

2020 ◽  
pp. 1-27
Author(s):  
Naveed Ahmed ◽  
Cai Li ◽  
Asadullah Khan ◽  
Sikandar Ali Qalati ◽  
Shumaila Naz ◽  
...  
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Environmental Awareness ◽  
Organic Food ◽  
Environmental Concerns ◽  
Young Consumers

scholarly journals Exploring the Antecedents of Organic Food Purchase Intention: An Extension of the Theory of Planned Behavior

2021 ◽  
Vol 14 (1) ◽  
pp. 242
Author(s):  
Sandrina Francisca Teixeira ◽  
Belem Barbosa ◽  
Hugo Cunha ◽  
Zaila Oliveira
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Structural Equation ◽  
Organic Food ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Environmental Concerns ◽  
Health Concerns ◽  
The Impact

Worldwide organic food consumption has registered a consistent rise in recent years. Despite the relevant body of literature on the topic, it is necessary to further understand the antecedents of purchase intention. This article aims to identify the factors that influence the consumer’s intention to purchase organic food. It extends the theory of planned behavior model by including environmental concerns, health concerns, and perceived quality as determinants of attitude toward organic food products. Additionally, it considers the effect of product availability on consumers’ perceived behavioral control. This article includes a quantitative study that was conducted in Portugal in 2020 (n = 206). Structural equation modeling was used to test the proposed set of research hypotheses. In line with extant literature, this study confirmed that attitude toward organic food is the main determinant of purchase intention. Additionally, it demonstrates that health concerns and perceived quality have a significant impact on attitude toward organic food. The impact of environmental concerns on attitude was not confirmed by this study. Based on these findings, it is recommended that managers stress health benefits and quality of organic food in order to foster positive attitudes and consequently leverage purchase intention.

scholarly journals Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior

2021 ◽  
Vol 13 (11) ◽  
pp. 6023
Author(s):  
Kirubaharan Boobalan ◽  
Nishad Nawaz ◽  
R. M. Harindranath ◽  
Vijayakumar Gajenderan
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Consumer Culture ◽  
Purchase Intention ◽  
Organic Food ◽  
Subjective Norm ◽  
Equation Modeling ◽  
Warm Glow ◽  
Food Purchase ◽  
The Usa

Marketing campaigns of organic food emphasize utilitarian benefits and psychological benefits as well as consumer culture to enhance environmental sustainability. In order to study the purchase intention of organic food, the authors developed a model using antecedents like warm glow, subjective norm, attitude and perceived behavioral control. This study examines the model for the Indian and the USA samples and thus integrated using three theories: Theory of Planned Behavior (TPB), Pro-Social Behavior (PSB) Theory with the interaction of Consumer Culture Theory. The model is estimated using the multi-group Partial Least Square Structural Equation Modeling (PLS-SEM) technique using R software with samples from India (n = 692) and the USA (n = 640). Results differ for Indian and USA samples. The expectation of the “warm glow” resulted from an environmentally friendly purchase as having a higher influence on Indian samples than that of the USA. Further, the attitude towards organic food purchase intention is stronger for US samples than the Indian, and the group difference is significant, while all the relationships that take warm glow as an antecedent have higher β for Indian samples. Moreover, the study found that attitude towards organic food is a major element for US subsamples, whereas subjective norm plays a major role in Indian samples to adopt organic food. Managerially, the present study suggests that a firm marketing its organic food must concentrate more on “warm glow” for Indian consumers in order to improve their market share.

Young consumers' purchase intention toward organic food: exploring the role of mindfulness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alok Tewari ◽  
Smriti Srivastava ◽  
Divya Gangwar ◽  
Vimal Chandra Verma
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Behavioral Control ◽  
Organic Food ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Young Consumers ◽  
The Government

PurposeThe role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.Design/methodology/approachA total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.FindingsMindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.Originality/valueThis research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India

The role of subjective norms in theory of planned behavior in the context of organic food consumption

2014 ◽  
Vol 116 (10) ◽  
pp. 1561-1580 ◽  
Author(s):  
Abdullah Al-Swidi ◽  
Sheikh Mohammed Rafiul Huque ◽  
Muhammad Haroon Hafeez ◽  
Mohd Noor Mohd Shariff
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Structural Equation ◽  
Organic Food ◽  
Subjective Norms ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Moderating Effects ◽  
Content Type

Purpose – The purpose of this paper is to investigate the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms on attitude, perceived behavioral control and buying intention in context of buying organic food. Design/methodology/approach – Structured questionnaires were randomly distributed among academic staffs and students of two universities in southern Punjab, Pakistan. Structural equation modeling was employed to test the proposed model fit. Findings – Results of the study showed that subjective norms significantly moderate the relationship between attitudes and buying intention as well as between perceived behavior control and buying intention. Furthermore, subjective norms significantly influence attitude toward buying intention. Practical implications – The paper provides useful insights for the academics and marketers. Academics may further explore the role of subjective norms in order to have a better understanding of their effects on TPB components. Whereas, marketers can target the opinion leaders and reference groups to increase the demand of organic food. Originality/value – Majority of previous studies overlooked the role of subjective norms in determining the buying intentions with respect to organic food. The striking feature of this study is an in-depth emphasis on exploring the direct and moderating effects of subjective norms on the elements of TPB. Moreover, to the best of authors’ knowledge, this is a pioneer study that comprehensively examines the linkage of components of TPB with organic food purchasing in Pakistan.

scholarly journals Integrating the Theory of Planned Behavior and the Norm Activation Model to Investigate Organic Food Purchase Intention: Evidence from Vietnam

2022 ◽  
Vol 14 (2) ◽  
pp. 816
Author(s):  
Manh Hung Le ◽  
Phuong Mai Nguyen
Keyword(s):  
Theory Of Planned Behavior ◽  
Social Norms ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Organic Food ◽  
Activation Model ◽  
Factors Affecting ◽  
Food Purchase ◽  
Personal Norms ◽  
Food Market

Ample research has been conducted in the organic food market and researchers have investigated factors affecting the purchase behavior of consumers in many countries. However, the studies on organic food that integrate the Theory of Planned Behavior (TPB) and Norm Activation Model (NAM) in a transition country like Vietnam are limited. Thus, the purpose of this study is to investigate factors affecting the organic food purchase intention in the Vietnamese context. We combined the TPB and the NAM to propose an integrated research framework with attitude and personal norms as two mediators. Through a self-administered questionnaire survey, we collected 611 valid responses from the three biggest cities in Vietnam. Data were put into SPSS 22.0 and SmartPLS 3.0 for analysis. The structural equation modeling (SEM) technique was employed to test both direct and indirect relationships among factors of TPB and NAM in the research model. Our findings indicated that attitude plays the most critical role in explaining the organic food purchase intention of Vietnamese consumers, followed by social norms and personal norms. Notably, attitude also remarkably mediated the impact of environmental awareness and knowledge of organic food on purchase intention. Meanwhile, personal norms played the mediating role in the NAM that intervene the connection between social norms and purchase intention. Based on our analysis, we suggested policymakers, manufacturers, marketers, and sellers of organic food change their actions for the growth of the organic food market in Vietnam.

scholarly journals Green product buying intentions among young consumers: extending the application of theory of planned behavior

2018 ◽  
Vol 16 (2) ◽  
pp. 145-154 ◽  
Author(s):  
Andhy Setyawan ◽  
Noermijati Noermijati ◽  
Sunaryo Sunaryo ◽  
Siti Aisjah
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Structural Equation ◽  
Environmental Concern ◽  
Environmental Knowledge ◽  
Equation Modeling ◽  
Research Model ◽  
Green Products ◽  
Young Consumers

This research reveals the factors explaining the purchase intention toward green products among young consumers. Young consumers are beginner consumers who are going to play an important role to take a responsibility in preserving the environment. Theory of Planned Behavior (TPB) is selected as the main theoretical framework in this research alongside some other variables (environmental concern, environmental knowledge, and willingness to pay), which are added in the research model to expand TPB application. Three hundred and twenty-six respondents were interviewed through a survey and the data are analyzed using Structural Equation Modeling (SEM).The findings illustrated that not every explanatory variable influenced the purchase intention toward green products among young consumers. Environmental concern and attitude did not influence the purchase intention toward green products among young consumers.

An Analysis on Factors Influencing Green Purchase Intention among Young Consumers in the Philippine BPO Industry

2020 ◽  
Vol 11 (1) ◽  
pp. 83-83
Author(s):  
Kristine L. Palmero ◽  
Conrado T. Montemayor
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Online Survey ◽  
Local Food ◽  
Self Determination Theory ◽  
Self Determination ◽  
National Capital Region ◽  
Young Consumers ◽  
Green Purchasing

This study determined the factors that influenced purchase intention of young consumers in the BPO industry specifically on organic local food. The participants were 18-30 years old in selected cities in the National Capital Region (NCR). The study applied the Theory of Planned Behavior (TPB) and Self-Determination Theory (SDT) as its theoretical framework wherein the researcher extended the TPB by adding (1) value for money and willingness to pay (VM-WP); and (2) consciousness and environmental knowledge (CEK). Purposive sampling method was used in the selection of 5 participants for the in-depth interview which was based on the total sample size of 725 who responded on the online survey using stratified random sampling. Quantitative data were analyzed using PLS-SEM model and Spearman correlation analysis in support of the qualitative data. The findings of the study showed that young consumers in the BPO industry considered purchase intention as an important factor towards green purchasing. The integration of the two theories identified the influence of each factors, the additional variables: VM-WP and CEK has a positive and significant influence towards purchase intention however showed a weak coefficient value. Lastly, young consumers viewed environmental concern, health, and social responsibility as key points why it is essential to practice this mode of purchasing. Keywords: BPO Industry; Green Purchasing; Organic Local Food; Purchase Intention; Self-determination Theory; Theory of Planned Behavior; Young Consumers.

scholarly journals Antecedents of Consumers’ Purchase Intention towards Organic Food: Integration of Theory of Planned Behavior and Protection Motivation Theory

2021 ◽  
Vol 13 (9) ◽  
pp. 5218
Author(s):  
Suk Min Pang ◽  
Booi Chen Tan ◽  
Teck Chai Lau
Keyword(s):  
Climate Change ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Organic Food ◽  
Protection Motivation Theory ◽  
Protection Motivation ◽  
Motivation Theory ◽  
Environmental Behaviors ◽  
Structural Relationships

Before consequences of climate change continue to intensify and increasingly affect the entire planet, immediate action must be taken. For instance, adopt the pro-environmental behaviors such as purchase of organic food to minimize the harmful human-caused impacts to the environment. This paper aims to determine the factors that influence the purchase intention of organic food in Malaysia by applying the theory of planned behavior and the protection motivation theory. A total of 300 questionnaires were collected and PLS-SEM was employed to test the structural relationships. Consequences of climate change and health threats were not the primary concerns among Malaysians when deciding whether to purchase organic food. Results show that perceived vulnerability, response efficacy, self-efficacy, subjective norm, and attitude affect purchase intention towards organic food. Consumers were more likely to have positive attitude towards organic food when they have adequate information on vulnerability of a threat and its consequences. The findings provide insights on the antecedents and outcomes of purchase intention towards organic food particularly in Malaysia. Although predictive power of perceived factors such as perceived rewards and perceived efficacy have been extensively researched in the past, there are limited studies that integrate both theories that simultaneously investigate antecedents of consumers’ purchase intention towards organic food.

Sign in / Sign up

Export Citation Format

Share Document