Consumer willingness to purchase organic products: Application of the theory of planned behavior

Jennifer Maloney, Min-Young Lee, Vanessa Jackson and Kimberly A. Miller-Spillman

Journal of Global Fashion Marketing, 2014, vol. 5, issue 4, 308-321

Abstract: The organic industry continues to increase year on year, and organic apparel is the second largest organic market in terms of generating annual sales. More and more retailers, such as Nike, Gap and Wal-Mart, are beginning to offer their consumers organic apparel options. Despite this growth, there has been little research that studies consumer purchasing behavior toward organic apparel products: most of the literature about the organic industry focuses on the organic food market. This research applied the Theory of Planned Behavior to examine consumer purchasing intentions toward organic apparel products. Participants at a university in the southeastern United States were asked to complete a questionnaire. Structural equation modeling was used to analyze the data. Attitude and subjective norm were found to have a direct influence on consumer purchasing intention. Perceived behavioral control and perceived expensiveness were found to indirectly influence intention through attitude. Awareness, an external variable, was found to indirectly influence intention and directly influence attitude and perceived behavioral controls. Implications for organic clothing retailers are discussed.

Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2014.925327 (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:taf:rgfmxx:v:5:y:2014:i:4:p:308-321

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2014.925327

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().