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Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness
Abstract
This study aims to propose an extended model of the theory of planned behavior (TPB) which helps us to investigate young Chinese consumers from college and university, and who are aged 18 to 30 years, on purchase intention for organic food. Using a sample of 515, analyses were done using structural equation modeling. The findings indicated that attitude (A), subjective norms (SNs), and perceived behavioral control (PBC) have positive effects on the purchase intention of young consumers for organic food. Moreover, attitude has a positive effect on environmental concerns (EC). Furthermore, EC has a positive effect on young consumers’ purchase intentions for organic food. Findings indicated that EC positively mediates the association between attitude and young consumers’ purchase intentions for organic food. More importantly, the relationship between all latent variables (A, SNs, PBC) and purchase intention by young consumers is positively moderated by environmental awareness.
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“The empirical evidence consistently demonstrates that individuals with higher perceived behavioral control exhibit stronger intentions to purchase healthy food products [54,95,96,97,98].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [95]
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Metadata
- Authors
- Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F.
- Affiliations
- Jiangsu University (CN)
- Karakoram International University (PK)
- American University in Dubai (AE)
- Corresponding author
- Li, Cai
- Venue
- Journal of Environmental Planning and Management
- Publisher
- Informa UK Limited
- Published
- 2020-12-14
- Volume
- 64
- Issue
- 5
- Pages
- 796-822
- ISSN
- 0964-0568 (ISSN-L)
- 1360-0559
- OpenAlex
- W3111541703
- Cited by
- 393
- References
- 114
- Citations by year
- 2026: 70 · 2025: 103 · 2024: 95 · 2023: 67 · 2022: 45 · 2021: 12 · 2020: 1
- FWCI
- 20.18
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Environmental Planning and Management (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- Self -organized cluster entrepreneurship behavior reform, evolution, and promotion strategies study (16BGL028)
- China National Social Science Foundation (14JD009)
- Perception of fairness in self-organized mass Entrepreneurship (23)
- Topics
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Sociology and Political Science › Consumer behavior in food and health
- Keywords
- organic food, purchase intention, theory of planned behavior, young consumers, environmental concern, environmental awareness, attitudes, subjective norms, perceived behavioral control, mediation, moderation, Chinese university students
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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