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 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.

scholarly journals The Predictors and Consequences of Personal Norms in Context of Organic Food Among Pakistani Consumers

2019 ◽  
Vol 10 (3) ◽  
pp. 314 ◽  
Author(s):  
Yawar Abbas Sandhu ◽  
Selvan A/l Perumal ◽  
Waida Irani Mohd Fauzi
Keyword(s):  
Social Norms ◽  
Environmental Concern ◽  
Organic Food ◽  
Purchase Intentions ◽  
Policy Makers ◽  
Self Identity ◽  
Food Purchase ◽  
Personal Norms ◽  
Moral Perspective ◽  
Subsequent Effect

Purpose: The primary aim of this research is to identify the influence of environmental belief (awareness of consequences, injunctive social norms, environmental concern, environmental self-identity and aspiration of responsibility) on personal norms and subsequent effect on organic food purchase intentions with mediation outcome of personal norms and moderating role of willingness to pay.Design/methodology/approach: The data was collected from individual Pakistani consumers with 430 effective questionnaires. Further the responses were analysed through SPSS, V-22, smart PLS-3.Findings: The results showed that awareness of consequences, injunctive social norms, environmental concern, environmental self-identity and aspiration of responsibility showed significant influence to personal norms towards organic food. Subsequently, personal norms had a significant effect on consumer purchase intentions. Furthermore, organic food willingness to pay proved to be significant and positive moderator between personal norms and organic food purchase intentions.Research implications: This study provides organic food marketers to understand the consumer’s demand from the consumers’ moral perspective and suggests the basis for the future development of organic food.Originality/value: The study implications suggest the need for policy makers to educate and positively promote organically produced foods to consumers through messages based on morality.

scholarly journals Antecedents of Organic Food Consumption among the Indian Customers

2019 ◽  
Vol 8 (12) ◽  
pp. 5811-5817
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Organic Food ◽  
Food Products ◽  
Demographic Variables ◽  
Growth Hormones ◽  
Factors Affecting ◽  
Food Purchase ◽  
Organic Food Consumption ◽  
Awareness Level

Organic food products refers to food raised, grown and stored and/or processed without the use of synthetically produced chemicals or fertilizers, herbicides, pesticides, fungicides, growth hormones and regulators or generic modification. Generally people are aware about the benefits of these products. But still the products have not achieved the market share in India, as expected. This people is an effort to identify the factors, which influences the purchase of organic food products. For this the researchers have developed a questionnaire and administered on the respondents. Both online and off line data collection was done, to cover the major areas, so that data can be collected from distinct places. The paper explored the awareness level about organic food products, influence of demographic variables on organic food consumption and factors affecting organic food purchase intention.

scholarly journals Rational or Emotional? A Study on Organic Grocery Shopping

2020 ◽  
Vol 4 (2) ◽  
pp. 51
Author(s):  
Grace Phang Ing ◽  
Liew Fung Chai
Keyword(s):  
Purchase Intention ◽  
Theory Of Planned Behaviour ◽  
Organic Food ◽  
Grocery Shopping ◽  
Negative Consequences ◽  
Mediating Effects ◽  
Activation Model ◽  
Food Purchase ◽  
Self Interest ◽  
Personal Norm

This paper examined organic food purchase intention among Malaysian grocery shoppers. Adopting the Theory of Planned Behaviour and Norm Activation Model, self-interest and pro-social factors were examined. Selfidentity was added to the framework as an additional variable in shaping the purchase intention of organic food and the mediating effects of the NAM were tested. A total of 131 valid responses were collected and analysed using SPSS v.24 and SmartPLS 3.0 software. The results indicated that purchases of grocery organic products are driven by both rational and emotional motives. There were significant impacts of perceived behavioural control, attitude, and personal norm on purchase intention of organic food. Interestingly, the results show that Malaysian shoppers did not use organic food as a mean to show socially desirable behaviours, but rather as a personal norm in which they were aware of the consequences and felt responsibilities to these negative consequences.

scholarly journals Green Consciousness as a Determinant of Organic Food Purchase Intention: Evidences from a Case Study in Italy

2021 ◽  
Author(s):  
Matteo Carzedda ◽  
Gianluigi Gallenti ◽  
Marta Cosmina ◽  
Federico Nassivera
Keyword(s):  
Food Safety ◽  
Purchase Intention ◽  
Structural Equation ◽  
Organic Food ◽  
Food Products ◽  
Developed Countries ◽  
Product Knowledge ◽  
Safety Concerns ◽  
Food Purchase ◽  
Food Market

The rapid growth of the organic food market in Italy and in other developed countries has drawn the attention of researchers and practitioners. The diffusion of pro-environmental concerns and sustainable lifestyles among consumers are often cited as two of the main drivers of the increase in demand for organic food products. Consequently, unveiling the factors that influence consumers’ demand of, and preference for organic food is essential for all the actors involved in the supply chain. This paper presents the results of a research model which relates organic food purchase intention to consumers’ green consciousness, health motivations, food safety concerns, organic product knowledge, family and social context and perception of the intrinsic quality of food. A questionnaire, based on the Theory of Planned Behavior (TPB) and the extant literature on organic food choice, was developed and presented to a sample of 600 Italian consumers. Causal relations among variables were then tested using Structural Equation Modelling. The results suggest that, besides the existence of green consciousness, other variables may affect consumers’ preference for organic food: among these, specific and closely interlinked elements, such as food safety concerns and perceived quality heavily affected the intention to buy organic food products.

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.

Sign in / Sign up

Export Citation Format

Share Document