A study of organic food consumption behavior using the decomposed theory of planned behavior

2015 ◽  
Author(s):  
Her-Her Tsai ◽  
Min-Jhih Cheng ◽  
Shiu-Wan Hung ◽  
Dong-Sing He ◽  
Wen-Sheng Wang
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Food Consumption ◽  
Organic Food ◽  
Consumption Behavior ◽  
Organic Food Consumption

The Dilemma of Purchase Intention

2018 ◽  
Vol 7 (2) ◽  
pp. 1-13
Author(s):  
Brahim Chekima
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Organic Food ◽  
Time Orientation ◽  
Consumption Behavior ◽  
Consumption Decisions ◽  
Factors Influencing ◽  
Ideal Approach ◽  
Different Dimensions ◽  
Organic Food Consumption

This article describes how many past studies have assessed the consumption behavior by employing purchase intention drivers/motivational factors of organic food as a proxy to foster organic food consumption. However, the preceding studies' foci do not embrace the consumption itself where purchasing may come secondary to consumption decisions.. Consumption reflects high involvement with the product; and the barriers and motivations are as real as the product itself, which makes it an ideal moment to examine the motivation. Also, there is a lack of effort in re-assessing theories of planned behavior by extending it or incorporating time orientation, different dimensions of attitude and organic food quality attributes to increase and improve understanding of actual organic food consumption behavior. Hence, the objective of this article is to propose an ideal approach and develop a conceptual framework to examine factors influencing organic food consumption. This article provides insight and a better understanding of actual consumption of organic food and adds a new momentum to the growing literature.

scholarly journals Applying an Extended Theory of Planned Behavior to Sustainable Food Consumption

2020 ◽  
Vol 12 (20) ◽  
pp. 8394
Author(s):  
Syed Shah Alam ◽  
Maisarah Ahmad ◽  
Yi-Hui Ho ◽  
Nor Asiah Omar ◽  
Chieh-Yu Lin
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Food Consumption ◽  
Perceived Value ◽  
Actual Behavior ◽  
Personal Factors ◽  
Sustainable Food ◽  
Factors Affecting ◽  
Consumption Behavior ◽  
Perceived Consumer Effectiveness

The objective of this research is to identify factors affecting sustainable food consumption behavior among Malaysians. An extension of the theory of planned behavior (TPB) is used as the framework of the study. Perceived value is also added to the framework to gain an understanding of consumer’s personal factors’ effect on sustainable food consumption. This study tested eight hypotheses on sustainable food consumption behavior with empirical data from a sample of 220 adults. The regression analysis results show that social norm, perceived value, perceived consumer effectiveness, and attitude have significant impacts on intention to consumer sustainable food. Perceived availability, perceived consumer effectiveness and intention also have significant impacts on actual behavior. The findings of this study can provide certain grounds for understanding sustainable food consumption intention and behavior. Research limitations and some guidelines for further lines of research are presented. In a global context the findings of this study is important, as consumption patterns need to be changed to meet the climate challenge.

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.

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