Cited by 393Organic Food and AgricultureEnvironmental Sustainability in BusinessConsumer behavior in food and health

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Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness

Ahmed, Naveed, Li, Cai, Khan, Asadullah, Qalati, Sikandar Ali, Naz, Shumaila, Rana, Faisal·2021·Journal of Environmental Planning and Management

DOI 10.1080/09640568.2020.1785404

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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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Sorted by citations

Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude
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Zeng, Z., Zhong, W., & Naz, S. (2023) · Sustainability · doi:10.3390/su15064791 · Cited by 234
Self-citation
What drives attitude, purchase intention and consumer buying behavior toward organic food? A self-determination theory and theory of planned behavior perspective
Khan, Y., Hameed, I., & Akram, U. (2023) · British Food Journal · doi:10.1108/bfj-07-2022-0564 · Cited by 157

See all 393

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
ORCID: Ahmed, Naveed
Khan, Asadullah
Qalati, Sikandar Ali
Naz, Shumaila
Rana, Faisal
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
DOI: 10.1080/09640568.2020.1785404
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

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Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness

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