Factors influencing consumers’ purchase intention on organic foods via a Theory of Planned Behaviour approach
Article Sidebar
DOI:
Read Counter : 506
Main Article Content
Su-Juan Cheng
Hao-Xiang Jia
Wong Philip Pong Weng
Lei Wang
Abstract
Even though Asian countries are expected to become a dominant market for organic foods in the coming years, there are few studies which focused on young Asian consumers’ organic food purchase behaviour. This study aims to investigate how attitude, subjective norm, perceived behavioural control, and health concerns influence consumers’ intention to purchase and consume organic foods. A purposive sampling method was adopted for this study and a total of 289 usable questionnaires were collected for empirical testing of the postulated hypotheses using SPSS and structural equation modelling (SEM). The results showed that attitude, subjective norm, perceived behavioural control and health concern positively influenced intention. In addition, subjective norm positively influenced attitude while attitude played a partial mediation effect on the relationship between subjective norm and intention. Lastly, the theoretical and practical implications as well as the limitations of the study are discussed.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Ahmad, S. N. B. B. (2010). Organic food: A study on demographic characteristics and factors influencing purchase intentions among consumers in Klang Valley, Malaysia. International journal of business and management, 5(2), 105. Agence, B. L. B. E. F. (2016). Des Producteurs aux Consommateurs. Available online: http://www.agencebio.org/sites/default/files/upload/documents/4_Chiffres/BrochureCC/cc2016_france_1.pdf
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888-918. https://doi.org/10.1037//0033-2909.84.5.888
Anilkumar, N.S., & Jelsey, J. (2015). A contrasting evaluation of consumer purchase attitude-behavior of urban-rural working women consumers towards white-brown durables, a study with specific relevance to Kochi, Kerala. Journal of Global Economics, 3(2), 1000142. https://doi.org/10.4172/2375-4389.1000142
Bhutto, M. Y., Zeng, F., Khan, M. A., & Ali, W. (2022). Chinese consumers' purchase intention for organic meat: An extension of the theory of planned behaviour. Asian Academy of Management Journal, 27(1), 155-174. https://doi.org/10.21315/aamj2022.27.1.7
Botetzagias, I., Dima, A.-F., & Malesios, C. (2015). Extending the theory of planned behavior in the context of recycling: The role of moral norms and demographic predictors. Resources, Conservation and Recycling, 95, 58-67. https://doi.org/10.1016/j.resconrec.2014.12.004
Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Routledge. https://doi.org/10.4324/9781315757421
Cawley, J. (2004). An economic framework for understanding physical activity and eating behaviors. American Journal of Preventive Medicine, 27(3), 117-125.