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

Sandrina Francisca Teixeira, Belem Barbosa, Hugo Cunha and Zaila Oliveira
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Sandrina Francisca Teixeira: CEOS.PP, ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal
Belem Barbosa: CEF.UP, School of Economics and Management, University of Porto, 4200-464 Porto, Portugal
Hugo Cunha: ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal
Zaila Oliveira: CEOS.PP, Centro Universitário Christus—UniChristus, Fortaleza 60160-230, Brazil

Sustainability, 2021, vol. 14, issue 1, 1-13

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.

Keywords: organic food; consumer behavior; theory of planned behavior; Portugal (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 (3)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2021:i:1:p:242-:d:712195

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