Journal
FOOD QUALITY AND PREFERENCE
Volume 91, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.foodqual.2021.104191
Keywords
Organic food; Reasoned action approach; Sustainable consumption; Structural equation modeling; Mediator variables; Moderator variables
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This study explores the factors influencing consumer purchase intention and behavior for organic vegetables in Brazil. Results indicate that intention and perceived behavioral control are key factors influencing purchase behavior, with intention having the strongest impact. Attitude is the strongest predictor of consumer intention to purchase organic vegetables, followed by perceived behavioral control and subjective norms.
This study explores the factors that influence consumer purchase intention and behavior for organic vegetables in Brazil. A conceptual model based on the theory of planned behavior (TPB) was developed. In addition to all standard relationships in the TPB, the candidate variables of perceived health benefits, perceived sustainability benefits, and perceived price were added to the TPB-based model. Attitude was expected to mediate the relation between perceived health benefits and intention and the relation between perceived sustainability benefits and intention. Perceived price was expected to moderate the relation between intention and behavior. An online survey was conducted, resulting in a sample size of 504 participants. Data were analyzed by partial-least squares structural equation modeling. The results indicate that intention and perceived behavioral control influence the purchase behavior for organic vegetables, with intention presenting the strongest impact on behavior. Attitude has the strongest impact on consumer intention to purchase organic vegetables, followed by perceived behavioral control and subjective norms. The results also indicate that attitude mediates the relations between perceived health benefits and intention and perceived sustainability benefits and intention. Perceived price moderates the relationship between intention and behavior. Based on the results, managerial implications are presented.
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