Understanding organic food purchase behaviour: using the extended theory of planned behaviour

Darryn Kin Yan Chiew, Dalilawati Zainal and Sayema Sultana

International Journal of Business Innovation and Research, 2023, vol. 31, issue 2, 268-294

Abstract: Organic food consumption is gaining attention following greater consumer awareness of health and environmental issues. This study examined the factors influencing organic food purchase behaviour in one developing country, namely Malaysia. Responses from 321 questionnaire respondents, derived from convenience sampling, were analysed. Based on the extended theory of planned behaviour (TPB), the results of the study show a significant influence of attitude towards organic food, perceived behavioural control (PCB), knowledge of organic food, and eco-labelling in predicting the organic food purchase intention, thus the actual purchase behaviour. This study addresses the 'intention-behaviour gap' and signifies the importance of contextual factors in understanding organic food purchase behaviour in a specific country. Organic food retailers need to implement strategies that promote purchase behaviour by disseminating useful information about the benefits of organic food consumption to consumers and placing eco-labels on organic food packaging in order to support sustainable food consumption.

Keywords: organic; theory of planned behaviour; TPB; promotions; knowledge; behaviour. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=131433 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:31:y:2023:i:2:p:268-294

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().