Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge

Abstract

The current study focuses on understanding the factors (subjective norms (SNs), personal attitude, and perceived behaviour control (PBC)) that influence consumer purchase intention regarding organic food from the theory of planned behaviour and health consciousness as an additional factor in Tanzania and Kenya. It further explains the role of knowledge as a moderating variable in organic food purchase intention. A total of 331 responses from Tanzania and 350 responses from Kenya were obtained. Confirmatory factor analysis was applied for validation, and results were analysed using structural equation modeling. SNs, personal attitudes, and health consciousness were found to be significant predictors of organic purchase intention in both countries. Furthermore, findings show that knowledge positively moderates the relationship among SNs, personal attitude, health consciousness, and organic food purchase intention. However, PBC was found to be a weak influencer on consumer purchase intention in Kenya, and no knowledge interaction between PBC and consumer purchase intention in Tanzania was found. The current study theoretically contributes to the literature by introducing the moderating role of knowledge in the relationship. The results show that knowledge interaction increases the effects of the majority of predictors after being introduced in the relationship. Finally, this study provides an understanding of consumers’ perspective regarding their intention to purchase organic foods, which will help stakeholders, such as marketers, retailers, and producers, to achieve marketing strategies for the development of these products.

Values and Planned Behaviour of the Romanian Organic Food Consumer

“…Irianto [20] (2015), Yadav and Pathak [21] (2016), Tuan and Vinh [22] (2016), Asif et al [23] (2018), Singh and Verma [24] (2017), Bagher et al [25] (2018), Wang et al [26] (2019), Paul et al [27] (2015), Maichum et al [28] (2016)…”

How Does Green Product Knowledge Effectively Promote Green Purchase Intention?

“…As a result, environmental awareness and health consciousness of consumers have been improved. Consumers gradually change their consumption concept and increase the purchase of green products [2]. Consumers improve their green product knowledge through purposeful learning and accidental learning strategies [3,4], and their knowledge level of green products has been gradually improved.…”

Understanding the Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness

“…Organic food, which is alleged to be free from chemicals and pesticides, and which have lower impacts on the environment [4], is considered by many to be a healthier and more environmentally friendly type of food [5][6][7]. The organic food market in China has grown rapidly in recent years [8,9]. In 2014, the Chinese domestic organic market was estimated to be worth US$4.9 billion, boasting 9990 organic producers, 2707 processors, 66 importers, and 1198 exporters [10], representing the third largest organic market in the world and occupying 6% of the global market [11].…”