Developing An Extended Theory Of Planned Behavior Model To Investigate Consumers’ Consumption Behavior Toward Organic Food: A Case Study In Thailand

Organic foods are gaining popularity around the world and consumers of organic foods are on the rise. However, information on the consumer behavior towards purchasing organic foods in developing countries, such as Thailand, is lacking. In this study we develop an extended theory of planned behavior (TPB) research model that incorporates organic knowledge to investigate consumers' consumption intention and behavior towards organic food. We derived and examined the model through structural equation modeling (SEM) on a sample of 412 respondents in Thailand, representing 82.40% of the samples that were investigated. Our findings indicated that consumer attitude and perceived behavioral control significantly predicts consumption intention whereas subjective norm does not. Hence, consumption intention has a positive influence on organic food consumption behavior. Furthermore, our results suggest that TPB model mediates the relationship between organic knowledge and consumption behavior.

[1]  Qinghua Zhu,et al.  Green food consumption intention, behaviors and influencing factors among Chinese consumers , 2013 .

[2]  Monique M. Raats,et al.  The role of self-identity, past behaviour and their interaction in predicting intention to purchase fresh and processed organic food , 2012 .

[3]  Aindrila Biswas,et al.  Green products: an exploratory study on the consumer behaviour in emerging economies of the East , 2015 .

[4]  Susan Miles,et al.  Investigating specific concerns about different food hazards , 2001 .

[5]  Diana Adler,et al.  Using Multivariate Statistics , 2016 .

[6]  K. Petljak,et al.  Organic Food Consumers Purchase Patterns – Insights from Croatian Market , 2013 .

[7]  I. Ajzen.  The theory of planned behavior , 1991 .

[8]  E. Rokicka.  Attitudes Toward Natural Environment , 2002 .

[9]  Icek Ajzen,et al.  From Intentions to Actions: A Theory of Planned Behavior , 1985 .

[10]  Athina-Evera. Qendro.  Albanian and UK Consumers’ Perceptions of Farmers’ Markets and Supermarkets as Outlets for Organic Food: An Exploratory Study , 2015 .

[11]  H. Marsh,et al.  Application of confirmatory factor analysis to the study of self-concept: First- and higher order factor models and their invariance across groups. , 1985 .

[12]  Salvador Ruiz de Maya,et al.  Organic food consumption in Europe: International segmentation based on value system differences , 2011 .

[13]  Anna Saba,et al.  Attitudes towards organic foods and risk/benefit perception associated with pesticides , 2003 .

[14]  Jayesh D. Patel,et al.  Predicting green product consumption using theory of planned behavior and reasoned action , 2016 .

[15]  Norman Peng,et al.  Green hotel knowledge and tourists’ staying behavior , 2012 .

[16]  Yuri Lee,et al.  Does Green Fashion Retailing Make Consumers More Eco-friendly? , 2012 .

[17]  Ricky Y. K. Chan.  Determinants of Chinese consumers' green purchase behavior , 2001 .

[18]  J. Chung,et al.  Consumer purchase intention for organic personal care products , 2011 .

[19]  Cathy H. C. Hsu,et al.  Theory of Planned Behavior: Potential Travelers from China , 2004 .

[20]  Christian R. Vogl,et al.  Consumer perceptions of organic foods in Bangkok, Thailand , 2008 .

[21]  Andino Maselenoa,et al.  Third International Conference on Recent Trends in Computing ( ICRTC 2015 ) Fuzzy logic and mathematical theory of evidence to detect the risk of disease spreading of Highly Pathogenic Avian Influenza H 5 N 1 , 2015 .

[22]  James H. Steiger,et al.  Understanding the limitations of global fit assessment in structural equation modeling , 2007 .

[23]  F. Kaiser,et al.  ENVIRONMENTAL ATTITUDE AND ECOLOGICAL BEHAVIOUR , 1999 .

[24]  Mei‐Fang Chen.  Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits , 2007 .

[25]  John Thøgersen,et al.  The moderating role of human values in planned behavior: the case of Chinese consumers ' intention to buy organic food , 2013 .

[26]  A. Tawatsin.  Pesticides used in Thailand and toxic effects to human health , 2015 .

[27]  H. Park.  Relationships among attitudes and subjective norms: Testing the theory of reasoned action across cultures , 2000 .

[28]  Masoud Yazdanpanah,et al.  Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food , 2015 .

[29]  Ching-Fu Chen,et al.  Behavioral intentions of public transit passengers--The roles of service quality, perceived value, satisfaction and involvement , 2011 .

[30]  Seonaidh McDonald,et al.  Sustainable consumption: green consumer behaviour when purchasing products , 2009 .

[31]  Steve Evans,et al.  Building more sustainable solutions in production-consumption systems: the case of food for people with reduced access , 2007 .

[32]  Hong-Youl Ha,et al.  Predicting consumer intentions to purchase energy‐efficient products , 2012 .

[33]  Yi-Man Teng,et al.  Applying the extended theory of planned behavior to predict the intention of visiting a green hotel , 2011 .

[34]  Doni Purnama Alamsyah,et al.  Buying Behavior Of Organic Vegetables Product: The Effects Of Perceptions Of Quality And Risk , 2015 .

[35]  A. Paladino,et al.  Eating Clean and Green? Investigating Consumer Motivations towards the Purchase of Organic Food , 2010 .

[36]  Helene Hill,et al.  Organic milk: attitudes and consumption patterns , 2002 .

[37]  Peter A. Todd,et al.  Assessing IT usage: the role of prior experience , 1995 .

[38]  Peter Goldsmith,et al.  International Food and Agribusiness Management Review , 2017 .

[39]  Surakiat Parichatnon,et al.  Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers , 2016 .

[40]  Anssi Tarkiainen,et al.  Subjective norms, attitudes and intentions of Finnish consumers in buying organic food , 2005 .

[41]  Linda C Tapsell,et al.  Attitudes and intentions toward purchasing novel foods enriched with omega-3 fatty acids. , 2005, Journal of nutrition education and behavior.

[42]  Hsin Hsin Chang,et al.  The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator , 2008, Online Inf. Rev..

[43]  G. Seyfang.  Ecological Citizenship and Sustainable Consumption: Examining Local Organic Food Networks. , 2006 .

[44]  Benjamin D. Hennig,et al.  Atlas of Organics: Four maps of the world of organic agriculture , 2016 .

[45]  Joosung J. Lee,et al.  Can Companies Induce Sustainable Consumption? The Impact of Knowledge and Social Embeddedness on Airline Sustainability Programs in the U.S. , 2014 .

[46]  N. Mahesh,et al.  Influence of Consumers' Socio-Economic Characteristics and Attitude on Purchase Intention of Green Products , 2012 .

[47]  S. O. Olsen,et al.  The role of norms in explaining attitudes, intention and consumption of a common food (fish) in Vietnam , 2008, Appetite.

[48]  R. Yadav,et al.  Intention to purchase organic food among young consumers: Evidences from a developing nation , 2016, Appetite.

[49]  Milad Salem,et al.  Consumers Attitude Towards Organic Food , 2017 .

[50]  Wim Verbeke,et al.  Individual determinants of fish consumption: application of the theory of planned behaviour , 2005, Appetite.

[51]  Zeinab Seyed Saleki,et al.  Organic Food Purchasing Behaviour in Iran , 2012 .

[52]  T. Öberg,et al.  Conjoint analysis , 2008, Environmental science and pollution research international.

[53]  M. Laroche,et al.  Targeting consumers who are willing to pay more for environmentally friendly products , 2001 .

[54]  I. Ajzen.  Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. , 2002 .

[55]  Thomas M. Stutzman,et al.  Factors Affecting Energy Consumption: Two Field Tests of the Fishbein-Ajzen Model , 1982 .

[56]  Charles D. Barrett.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[57]  I. Vermeir,et al.  Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values , 2008 .

[58]  John A Updegraff,et al.  Theory of Planned Behavior explains gender difference in fruit and vegetable consumption , 2012, Appetite.

[59]  U. Sekaran.  Research Methods for Business , 1999 .

[60]  Xianggui Qu,et al.  Multivariate Data Analysis , 2007, Technometrics.

[61]  Matthew J. Kotchen,et al.  Random effects analysis , 2003 .

[62]  Gunnar Vittersø,et al.  The role of consumers in transitions towards sustainable food consumption. The case of organic food in Norway , 2015 .

[63]  Carmen Tanner,et al.  Promoting sustainable consumption: Determinants of green purchases by Swiss consumers , 2003 .

[64]  L. Kahlor,et al.  What, Me Worry? The Role of Affect in Information Seeking and Avoidance , 2013 .

[65]  D. Petrescu,et al.  Organic Food Perception: Fad, or Healthy and Environmentally Friendly? A Case on Romanian Consumers , 2015 .

[66]  A. Graciaa,et al.  Market segmentation and willingness to pay for organic products in Spain , 2001 .

[67]  Sigrid Stagl,et al.  The role of social processes for sustainable consumption , 2006 .

[68]  Rachel L. Ruttana,et al.  Organizational Behavior and Human Decision Processes , 2018 .

[69]  Mohamed M. Mostafa,et al.  Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps , 2009, Expert Syst. Appl..

[70]  Jae-Eun Chung,et al.  Antecedents to new food product purchasing behavior among innovator groups in India , 2004 .