What drives attitude, purchase intention and consumer buying behavior toward organic food? A self-determination theory and theory of planned behavior perspective

Abstract

PurposeThe current study aims to investigate the impact of various types of motivational factors on consumers' behavior regarding the purchase and consumption of organic food. A favorable attitude among consumers may translate into positive purchase intention and actual buying behavior. For this, variables have been extracted from well-established theories, i.e. self-determination theory (SDT) and theory of planned behavior (TPB), to address the issue more proficiently.Design/methodology/approachA self Administered close-ended questionnaire was distributed to twelve hundred and sixty-five consumers using purposive sampling technique. Seven hundred and eighty-seven responses were retained after preliminary analysis. Partial least squares structural equation modeling (PLS-SEM) was applied using SmartPLS 3 to analyze validity and reliability. Furthermore, 5,000 boot-strapping method was used to test hypotheses.FindingsThe findings of the study suggested that two of the SDT variables [external regulations (ER) and integrated regulation (IR)] lead to a significant impact on “consumers” attitudes, while the effects of intrinsic motivation (IM) and introjected regulation (INR) appeared to be insignificant. All the variables extracted from TPB (attitude, subjective norm, perceived behavioral control, purchase intention, and buying behavior) appeared to have a significant impact, while the trust was found to moderate the relationship between attitude (ATT) and purchase intention (PI). Moreover, the values of Q-square depicted that the combined model had more predictive relevance (BB = 0.153; PI = 0.211), as compared to the TPB model (BB = 0.147; PI = 0.186).Originality/valueMarketers can make use of the study's findings to develop marketing strategies by considering particularly extrinsic motivational influences. Hence, advertising could be used to emphasize extrinsic benefits such as increasing individual self-esteem through social status (positive consequences) and appealing to consumers' desire for communal or societal approval. Such campaigns should also consider external regulatory factors, such as the fear of having hazardous effects on the individual's health due to the use of inorganic and processed food. Furthermore, policymakers can develop a sense of trust in the legitimacy of organic labeling by educating consumers about various organic certifications.

How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships

“…Since the data was collected from two groups of followers, we conducted a one‐way ANOVA to ascertain the difference in the predicting mediator, PSR, and endogenous variable (purchase intentions of followers; Khan et al, 2022). The ANOVA result suggested no statistically significant difference between Millennials and Generation Z in predicting PSR ( p = .146) and purchase intentions ( p = .616).…”

Determinants of organic food purchase intention: the moderating role of health consciousness

“…, 2020). Therefore, it is unavoidable that consumers may be drawn to organic food due to health-related self-risks rather than other perceived product risk barriers like incorrect labeling, value, trust and quality-risk perception that discourage the consumption of organic food as shown in other studies (Khan et al ., 2022; Mohammed, 2021; Rana and Paul, 2017; Tandon et al. , 2020).…”

“…This study extends the TPB) by adding external factors to the research model to better understand consumers’ organic food purchase intention and develop a theoretical framework for this study. Some research studies (Khan et al ., 2022; Koclic et al ., 2019; Rana and Paul, 2017) combined several theories to study purchase intention behavior. While others investigated TPB by examining distinct antecedents influencing the intention to purchase organic foods (Asif et al ., 2018; Cavite et al ., 2022; Parashar et al ., 2023).…”

“…This study further presents perceived behavioral control construct as “self-risk” perception as a novel construct in the context of organic food purchase intention (Szabo et al ., 2019). Additionally, subjective norms as defined in TBP explain social influence, societal-peer pressure, that impacts consumer purchase intentions (Ajzen, 1991; Khan et al ., 2022; Tandon et al. , 2021).…”

Beggars can't be choosers: factors influencing intention to purchase organic food in pandemic with the moderating role of perceived barriers

“…Cachero-Martínez (2020) reveals that customer satisfaction significantly leads to IPOF. The researchers suggested that customers may indulge more to buy organic food items because of pleasure and satisfaction (Khan et al ., 2022). Organic food organizations should focus on satisfaction toward organic food to increase IPOF.…”