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

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...

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Bibliographic Details
Published in:Sustainability 2022-01, Vol.14 (1), p.242
Main Authors: Teixeira, Sandrina Francisca, Barbosa, Belem, Cunha, Hugo, Oliveira, Zaila
Format: Article
Language:English
Subjects:
Attitudes
Biodiversity
Consumer behavior
Consumers
Environmental aspects
Food
Food consumption
Food quality
Hypotheses
Multivariate statistical analysis
Natural & organic foods
Organic foods
Perceptions
Purchasing
Sustainability
Theory of planned behavior
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Summary: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.
ISSN:2071-1050
2071-1050
DOI:10.3390/su14010242