Understanding the psychological benefits in organic consumerism: An empirical exploration

This research builds on the Theory of Planned Behavior (TPB) by proposing two additional constructs: warm glow and self-expressive benefits which could further drive consumer attitude and purchase intentions in the context of organic food consumption. We employed structural equation modelling (SEM) technique with Smart PLS 3.0 (Partial Least Squares) for the analysis of the hypothesised relationships between these psychological factors and the constructs of the Theory of Planned Behavior (TPB). The theoretical model was tested with samples from India (n = 471) and the USA (n = 440) collected using Amazon's Mechanical Turk (M Turk). Results confirmed the importance of warm glow and self-expressive benefits in organic consumerism in both markets. The study makes an important contribution in adding these two constructs to the TPB and then suggests practical tips to policy makers.

Automated summary

This research enhances the Theory of Planned Behavior by introducing warm glow and self-expressive benefits as additional constructs in the context of organic food consumption. The study used structural equation modeling to analyze the relationships between these psychological factors and consumer attitudes and intentions. The results confirmed the significance of warm glow and self-expressive benefits in organic consumerism in both India and the USA.