Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior

Abstract

Marketing campaigns of organic food emphasize utilitarian benefits and psychological benefits as well as consumer culture to enhance environmental sustainability. In order to study the purchase intention of organic food, the authors developed a model using antecedents like warm glow, subjective norm, attitude and perceived behavioral control. This study examines the model for the Indian and the USA samples and thus integrated using three theories: Theory of Planned Behavior (TPB), Pro-Social Behavior (PSB) Theory with the interaction of Consumer Culture Theory. The model is estimated using the multi-group Partial Least Square Structural Equation Modeling (PLS-SEM) technique using R software with samples from India (n = 692) and the USA (n = 640). Results differ for Indian and USA samples. The expectation of the “warm glow” resulted from an environmentally friendly purchase as having a higher influence on Indian samples than that of the USA. Further, the attitude towards organic food purchase intention is stronger for US samples than the Indian, and the group difference is significant, while all the relationships that take warm glow as an antecedent have higher β for Indian samples. Moreover, the study found that attitude towards organic food is a major element for US subsamples, whereas subjective norm plays a major role in Indian samples to adopt organic food. Managerially, the present study suggests that a firm marketing its organic food must concentrate more on “warm glow” for Indian consumers in order to improve their market share.

Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm

“…For example, Hartmann and Apaolaza-Ibanez [13] found that consumers who felt a warm glow when exposed to experimental green energy brands had a positive influence on their attitude toward the brand. According to Boobalan, Nachimuthu, and Sivakumaran [42], when consumers purchase organic foods, they feel a warm glow, which positively affects attitude. In addition, Bhutto et al [43] discovered that consumers who purchased energy-efficient home appliances felt warm glow benefits, resulting in positive effects on attitude toward the products.…”

“…In anticipating consumer behavior, the TPB is a more appropriate model because the TRA only considers volitional factors, whereas the TPB also includes behavior determined by nonvolitional factors, such as resources [48]. Although the TPB was proposed more than three decades ago, numerous researchers have been proving this framework in consumer behavior until recently (e.g., [42,49,50]). For instance, Boobalan et al [42] applied the TPB model successfully to investigate the motivations for consumers to purchase organic foods.…”

“…Although the TPB was proposed more than three decades ago, numerous researchers have been proving this framework in consumer behavior until recently (e.g., [42,49,50]). For instance, Boobalan et al [42] applied the TPB model successfully to investigate the motivations for consumers to purchase organic foods. Particularly, the TPB is an appropriate model to use in eco-friendly research.…”

Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal

“…The theory of planned behaviour (TPB) [17,18] is a well-known and supported framework to explain and predict the consumption of organic food [19][20][21][22][23]. Several previous studies have indicated that the three core components of human behaviour proposed by the TPB framework, namely, attitude [24][25][26], subjective norms [24,[27][28][29], and perceived behavioural control [30,31], altogether lead to the formation of organic food purchasing intention.…”

Millennial Perception Towards the Purchase Decisions of Green Products –A Descriptive Study

“…The marketers contemplate on attitudinal issues, they desire to deal organically created food products to developed civilization Boobalan et al (2021). The Consumers understand green products as a further in luential changeable to in luence green product business decisions.…”