Subjective norms, attitudes and intentions of Finnish consumers in buying organic food

Abstract

Foster, (2005),"Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food", If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to test the extension of the theory of planned behaviour (TPB) in an organic food buying context. Design/methodology/approach -The relationships between subjective norms and attitudes and intention to buy organic food were studied by applying structural equation modelling. Findings -The proposed modified model of the TPB model fitted the data better than the original model, implying that in the organic food-buying context the role of subjective norms differs from the original theory of planned behaviour. In buying organic food subjective norms affected buying intention indirectly through attitude formation. In addition, results showed that the modified TPB model predicts intention to buy organic food better than the original model. Based on the results, it can be said that consumers' intentions to buy organic food can be predicted with their attitudes (R 2 ¼ 0:558), which can further be predicted by subjective norms (R 2 ¼ 0:374), and that behavioural intentions reliably predict self-reported behaviour (R 2 ¼ 0:824). Research limitations/implications -First, this study concerned only organic bread and flour products, and therefore the results cannot be expected to explain consumer behaviour for all organically produced products. Second, just one retail channel of organic foods, a hypermarket, was examined. Since the different store formats have also very different characteristics (e.g. price level and number of products), it is likely that also the consumers' buying behaviour differs between different stores. Originality/value -In past studies on organic food-buying behaviour, the role of subjective norms has often been neglected -either they are not included in the models or their explanatory power has been weak.

Mature and Emerging Organic Markets: Modelling Consumer Attitude and Behaviour With Partial Least Square Approach

“…Recently, a study in the organic sector in Germany reported R 2 values of 46% for attitude and 42% for purchasing behaviour 18 . Studies using covariance-based methods in the organic sector report R 2 scores between 13% and 37% for attitude, 15% and 56% for intention to purchase, and 48% and 82% for behaviour 47,52,53 . Considering these values, the model in Chile poorly explains consumer attitude.…”

“…Some researchers have found that the relationship between intentions of buying organic food and the behaviour is positive and significant [52][53][54] . It is thus assumed that consumer intention will also influence stated behaviour of organic food consumption in Germany and Chile.…”

Consumer behavior in choice of minimally processed vegetables and implications for marketing strategies

“…The multicomponent view of attitude assumes that evaluations are influenced by cognition as well as affect (Ajzen, 2001). In the context of organic food purchases, Magnusson et al (2001Magnusson et al ( , 2003 and Tarkiainen and Sundqvist (2005) find attitude to explain purchase intention. Attitude towards minimally processed Ecolabelled food products was found positively affecting the perception of perceived quality of minimally processed vegetable products (Nassivera & Sillani, 2015).…”

L’intention d’achat de produits biologiques régionaux : une recherche exploratoire sur la base de la théorie du comportement planifié

“…Dans une méta-analyse basée sur 185 études indépendantes, Armitage et Conner (2001) trouvent que la TCP permet de restituer, en moyenne, 39 % de la variance des intentions et 27 % de celle du comportement. Il est intéressant de noter que la TCP est assez naturellement mobilisée pour prédire des consommations alimentaires marquées par une certaine idéologie politique comme l'achat de produits équitables (Shaw & Shiu, 2002 ;Ozcaglar-Toulouse et al, 2006), de produits écologiques (Sparks & Shepherd, 1992 ;Kalafatis et al, 1999), de produits issus de l'agriculture biologique (Tarkiainen & Sundqvist, 2005 ;Lodorfos & Dennis, 2008, voir Aertsens et al, 2009, pour une revue) ou encore l'intention d'adhérer à une AMAP (Bertrandias & Pernin, 2010 -l'identité de soi (Sparks & Shepherd, 1992, voir Rise et al, 2010, pour une méta-analyse) qui renvoie à la question « qui suis-je ? ».…”