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

Abstract

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.

Identification of intention to buy healthy food

“…That is, the attitude factor variable in this study is an inseparable part of the health awareness variable because it forms an individual's positive attitude (Yadav & Pathak, 2016). Therefore, the findings of this research support the results of research from (Bagher et al, 2018;Li & Jaharuddin, 2021;Najib et al, 2020;Teixeira et al, 2021;Yadav & Pathak, 2016).…”

“…Healthy food consumption tends to rise in tandem with consumer knowledge and changes in healthy lifestyles. The results of empirical research mapping on the intention to buy healthy food demonstrate that there is a wide range of outcomes (Ben Hassen et al, 2021;Janssen et al, 2021;Li & Jaharuddin, 2021;Teixeira et al, 2021). This opens up the possibility of conducting research based on the context of the findings in this case.…”

“…The need for healthy food does not only refer to the interests of fulfilling consumption but is also related to the interests of a healthy lifestyle (Chen & Antonelli, 2020;Kusdianto et al, 2020;Petrescu et al, 2020). On the one hand, this reality refers to the importance of perceived health and on the other hand, the demand for healthy food is growing rapidly, not only in the majority of developed industrialized countries but also in developing poor countries (Li & Jaharuddin, 2021;Teixeira et al, 2021). Therefore, this fact becomes a challenge as well as an opportunity for the healthy food market.…”

“…That is, the high aspect of knowledge on the benefits of healthy food has a positive effect on purchase intention. Therefore, education to the public regarding healthy food is very important because it has an impact on health in a sustainable manner Ling & Ang, 2018;Teixeira et al, 2021;Yadav & Pathak, 2016).…”

“…This cannot be separated from the collective awareness of environmental management, health aspects, and also important values style healthy life. Therefore, subjective norms tend to be different in each individual depending on the environmental conditions that shape them (Imani et al, 2021;Li & Jaharuddin, 2021;Teixeira et al, 2021;Yadav & Pathak, 2016). Fourth: the difference in the price to be paid.…”