Antecedents of Consumers’ Purchase Intention towards Organic Food: Integration of Theory of Planned Behavior and Protection Motivation Theory

Suk Min Pang, Booi Chen Tan and Teck Chai Lau
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Suk Min Pang: Faculty of Management, Multimedia University, Persiaran Multimedia, Cyberjaya 63100, Selangor, Malaysia
Booi Chen Tan: Faculty of Management, Multimedia University, Persiaran Multimedia, Cyberjaya 63100, Selangor, Malaysia
Teck Chai Lau: Southampton Business School, University of Southampton Malaysia, Kota Ilmu Educity Iskandar, Iskandar Puteri 79200, Johor, Malaysia

Sustainability, 2021, vol. 13, issue 9, 1-18

Abstract: Before consequences of climate change continue to intensify and increasingly affect the entire planet, immediate action must be taken. For instance, adopt the pro-environmental behaviors such as purchase of organic food to minimize the harmful human-caused impacts to the environment. This paper aims to determine the factors that influence the purchase intention of organic food in Malaysia by applying the theory of planned behavior and the protection motivation theory. A total of 300 questionnaires were collected and PLS-SEM was employed to test the structural relationships. Consequences of climate change and health threats were not the primary concerns among Malaysians when deciding whether to purchase organic food. Results show that perceived vulnerability, response efficacy, self-efficacy, subjective norm, and attitude affect purchase intention towards organic food. Consumers were more likely to have positive attitude towards organic food when they have adequate information on vulnerability of a threat and its consequences. The findings provide insights on the antecedents and outcomes of purchase intention towards organic food particularly in Malaysia. Although predictive power of perceived factors such as perceived rewards and perceived efficacy have been extensively researched in the past, there are limited studies that integrate both theories that simultaneously investigate antecedents of consumers’ purchase intention towards organic food.

Keywords: climate change; attitudes; mediator; organic food; purchase intention; theory of planned behavior; protection motivation theory; response efficacy; subjective norm; Malaysia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (22)

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