Integrating the Theory of Planned Behavior and the Norm Activation Model to Investigate Organic Food Purchase Intention: Evidence from Vietnam

Abstract

Ample research has been conducted in the organic food market and researchers have investigated factors affecting the purchase behavior of consumers in many countries. However, the studies on organic food that integrate the Theory of Planned Behavior (TPB) and Norm Activation Model (NAM) in a transition country like Vietnam are limited. Thus, the purpose of this study is to investigate factors affecting the organic food purchase intention in the Vietnamese context. We combined the TPB and the NAM to propose an integrated research framework with attitude and personal norms as two mediators. Through a self-administered questionnaire survey, we collected 611 valid responses from the three biggest cities in Vietnam. Data were put into SPSS 22.0 and SmartPLS 3.0 for analysis. The structural equation modeling (SEM) technique was employed to test both direct and indirect relationships among factors of TPB and NAM in the research model. Our findings indicated that attitude plays the most critical role in explaining the organic food purchase intention of Vietnamese consumers, followed by social norms and personal norms. Notably, attitude also remarkably mediated the impact of environmental awareness and knowledge of organic food on purchase intention. Meanwhile, personal norms played the mediating role in the NAM that intervene the connection between social norms and purchase intention. Based on our analysis, we suggested policymakers, manufacturers, marketers, and sellers of organic food change their actions for the growth of the organic food market in Vietnam.

Employees buying organic food intention: An extension of the theory of planned behavior

“…First, several scholars have explored the TPB factors to predict green consumption intention ( Sultan et al, 2020 ; Ahmed et al, 2021 ; Sadiq et al, 2021 ). However, few studies extended the TPB framework in the context of organic food consumption, such as ( Le and Nguyen, 2022 ). Most of them extended the TPB theory to predict intention ( Ahmed et al, 2021 ; Lavuri, 2022 ; Le and Nguyen, 2022 ), while rarely studies ( Testa et al, 2019 ) explored both intentions and actual buying behavior.…”

“…However, few studies extended the TPB framework in the context of organic food consumption, such as ( Le and Nguyen, 2022 ). Most of them extended the TPB theory to predict intention ( Ahmed et al, 2021 ; Lavuri, 2022 ; Le and Nguyen, 2022 ), while rarely studies ( Testa et al, 2019 ) explored both intentions and actual buying behavior. In this context, this is the first study that extended the TPB model in the context of individuals’ intentions and buying behavior by descriptive norms, moral responsibility, and environmental concerns.…”

“…Finally, many scholars have explored the TPB’s and extended factors’ influences on an individual’s intention ( Maichum et al, 2016 ; Liu et al, 2020 ; Le and Nguyen, 2022 ) and actual buying behavior ( Testa et al, 2019 ). A few studies examined the mediating role of individual intention to buy green food between the TPB and extended factors.…”

“…Second, this research extends the scope of TPB by adding descriptive norms, moral responsibility, and environmental concerns. In addition, several studies explore the direct effect of determinants on individual intention and buying behavior ( Maichum et al, 2016 ; Liu et al, 2020 ; Le and Nguyen, 2022 ); this study will contribute to the mediating role of buying intention between the TPB, extended factors, and buying behavior. Third, this research helps managers and practitioners comprehend factors influencing employees toward consumption behavior.…”

NAM and TPB Approach to Consumers’ Decision-Making Framework in the Context of Indoor Smart Farm Restaurants

“…Although these two models are undoubtedly convincing theories, neither model can fully capture predictors of behavioral intentions. To more comprehensively predict pro-environmental behavior, previous studies have complemented the framework by extending or integrating the theoretical model [ 63 , 64 , 65 ]. For instance, Han [ 63 ] used NAM to investigate an individual’s decision-making about environmentally responsible convention attendance but extended the study by adding attitude, anticipated feelings of pride and guilt, and social norms.…”