Do We Know Organic Food Consumers? The Personal and Social Determinants of Organic Food Consumption

Abstract

The main aim of this study is determining which consumption motives and personal and social factors affect organic food buying decisions. Ajzen's Planned Behavior Theory (TPB) is used to explain consumers' organic food selection behaviors. In addition, the moderating role of uncertainty about organic foods and the mediating role of the price of organic foods were tested. Data were gathered via a survey of consumers of organic foods in Turkey. The research model was tested by Structural Equation Modeling (SEM) via Smart PLS3. The findings showed that consumptions motives of healthiness, easiness, mood, and convenience-price of organic foods motivate consumers to buy organic foods. In addition, environmental concern and negative emotions influence on attitudes towards organic foods and purchase intentions. On the other hand, subjective norms and self-monitoring do not influence attitudes towards organic foods and subsequent purchase intentions. Uncertainty has a moderating effect on the relationship between attitudes and purchase intentions whereas price has no mediating effect on the relationship between attitudes and purchase intentions.

Identifying the key purchase factors for organic food among Chinese consumers

“…However, the results of some meta-analyses reveal that in terms of the original TPB, subjective norms are thought to have the poorest effect when assessing intention (Armitage and Conner 2001;Krueger Jr. et al 2000;Sheppard et al 1988). Rather than adopt the original TPB, one can more effectively assess consumer intention to purchase organic food by using a modified TPB and the factors therein, via the most robust predictive power of attitude (Han and Stoel 2016;Kim et al 2013;Ünal et al 2019). Inspired by this suggestion, researchers now extensively leverage modified forms of the TPB to study organic/green/ local food purchase behavior, in an attempt to delve into interrelation among variables regarding attitude, subjective norms, and PBC Paul et al 2016;Ritter et al 2015;Ünal et al 2019).…”

“…Rather than adopt the original TPB, one can more effectively assess consumer intention to purchase organic food by using a modified TPB and the factors therein, via the most robust predictive power of attitude (Han and Stoel 2016;Kim et al 2013;Ünal et al 2019). Inspired by this suggestion, researchers now extensively leverage modified forms of the TPB to study organic/green/ local food purchase behavior, in an attempt to delve into interrelation among variables regarding attitude, subjective norms, and PBC Paul et al 2016;Ritter et al 2015;Ünal et al 2019). While the power of subjective norms to predict consumer purchase attitude is identified in a variety of study contexts (e.g., India, Finland, and the United States) (Han and Stoel 2016;Singh and Verma 2017;Tarkiainen and Sundqvist 2005), the predictive power of subjective norms with respect to Chinese consumer attitude toward the purchase of organic food has been rarely studied.…”

“…In the TPB, subjective norms (i.e., perceived norms) represent perceived social influences or pressures; these refer to opinions and, to some extent, the approval of family, friends, co-workers, and any other person whom one trusts (Ajzen 1985). In marketing studies, more and more scholars have started to explore intercorrelations among subjective norms, PBC, and attitude, across a range of study contexts; each of these studies leverages a modified TPB Paul et al 2016;Ritter et al 2015;Ünal et al 2019). By applying a modified TPB, these researchers find that subjective norms have an impact on consumer attitude that greatly exceed that on consumer purchase intention (e.g., customers' acceptance of airline B2C, battery-electric vehicle purchase intention, and local/street food purchase behavior) (Kim and Lennon 2008;Schmalfuß et al 2017;Shin and Hancer 2016).…”

Supporting local economic development as a motive for purchasing organic food

“…In the second group, there were two features: friends' opinions and trends for purchasing organic food. The third group of factors were: low availability of organic food, small range and high price (Al-Swidi et al, 2013;Scalco et al, 2017;Ruiz de Maya et al, 2011;Ünal et al, 2018).…”

Evaluation of Consumers' Aspects on Organic Farming Products by Regions

“…In the study carried out by Shepherd, Magnusson & Sjödén (2005), it was determined that health benefits were demonstrated to be more strongly related to attitudes and behavior toward organic foods than were perceived environmental benefits. Unal, Görgün Deveci & Yıldız (2019) determined in their study that consumptions motives of healthiness, easiness, mood, and convenience-price of organic foods motivated consumers to buy organic foods. Eyinade, Mushunje & Gbolahan Yusuf (2021) determined that the health and safety of organic products was important for consumers' consumption of organic products.…”