Abstract:
:The present study attempts to investigate the consumer's intention to purchase organic food in the context of a developing nation (India) using the Theory of Planned Behavior (TPB). Further, the study has incorporated additional constructs (moral attitude, health consciousness and environmental concern) in the TPB and measured its appropriateness. Responses were collected from 220 young consumers adopting convenience sampling approach. Data were analyzed using Structural Equation Modeling (SEM) to evaluate the strength of relationship between the constructs. The findings reported that the TPB partially supported the organic food purchase intention. Among the additional constructs incorporated, moral attitude and health consciousness positively influenced the consumer's intention to purchase organic food. The study has supported the inclusion of new constructs in the TPB as it has improved the predictive power of the proposed framework in determining consumer's intention to purchase organic food.
journal_name
Appetitejournal_title
Appetiteauthors
Yadav R,Pathak GSdoi
10.1016/j.appet.2015.09.017subject
Has Abstractpub_date
2016-01-01 00:00:00pages
122-128eissn
0195-6663issn
1095-8304pii
S0195-6663(15)30028-3journal_volume
96pub_type
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