CoChat
Sign Up
Cited by 157Organic Food and AgricultureEnvironmental Sustainability in BusinessConsumer Attitudes and Food Labeling

The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.

What drives attitude, purchase intention and consumer buying behavior toward organic food? A self-determination theory and theory of planned behavior perspective

Khan, Yamna, Hameed, Irfan, Akram, Umair·2023·British Food Journal
DOI 10.1108/bfj-07-2022-0564
Open this paper in CoChat — free account

Abstract

Purpose: The current study aims to investigate the impact of various types of motivational factors on consumers' behavior regarding the purchase and consumption of organic food. A favorable attitude among consumers may translate into positive purchase intention and actual buying behavior. For this, variables have been extracted from well-established theories, i.e. self-determination theory (SDT) and theory of planned behavior (TPB), to address the issue more proficiently. Design/methodology/approach: A self Administered close-ended questionnaire was distributed to twelve hundred and sixty-five consumers using purposive sampling technique. Seven hundred and eighty-seven responses were retained after preliminary analysis. Partial least squares structural equation modeling (PLS-SEM) was applied using SmartPLS 3 to analyze validity and reliability. Furthermore, 5,000 boot-strapping method was used to test hypotheses. Findings: The findings of the study suggested that two of the SDT variables [external regulations (ER) and integrated regulation (IR)] lead to a significant impact on “consumers” attitudes, while the effects of intrinsic motivation (IM) and introjected regulation (INR) appeared to be insignificant. All the variables extracted from TPB (attitude, subjective norm, perceived behavioral control, purchase intention, and buying behavior) appeared to have a significant impact, while the trust was found to moderate the relationship between attitude (ATT) and purchase intention (PI). Moreover, the values of Q-square depicted that the combined model had more predictive relevance (BB = 0.153; PI = 0.211), as compared to the TPB model (BB = 0.147; PI = 0.186). Originality/value: Marketers can make use of the study's findings to develop marketing strategies by considering particularly extrinsic motivational influences. Hence, advertising could be used to emphasize extrinsic benefits such as increasing individual self-esteem through social status (positive consequences) and appealing to consumers' desire for communal or societal approval. Such campaigns should also consider external regulatory factors, such as the fear of having hazardous effects on the individual's health due to the use of inorganic and processed food. Furthermore, policymakers can develop a sense of trust in the legitimacy of organic labeling by educating consumers about various organic certifications.

Overview

Integrity signals

Registry

Crossref · 10.1108/bfj-07-2022-0564

Cites

0 citation errors · 0 not checkable

Statistics

Recomputing p-values needs the paper’s full text.

Verification

Claims the paper makes

We couldn’t retrieve this paper’s full text, so its claims and self-check weren’t run. The registry and citation checks still apply.

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

Citations

Cites

Show all 0 references

Research works printed but not linked: 73

  1. 2014, The role of subjective norms in theory of planned behavior in the context of organic food consumption, British Food Journal, 116, 1561, 10.1108/BFJ-05-2013-0105 · DOI
  2. 2019, Healthy foods as proxy for functional foods: consumers’ awareness, perception, and demand for natural functional foods in Pakistan, International Journal of Food Science, 1, 1
  3. 2019, Measuring sustainable food consumption: a case study on organic food, Sustainable Production and Consumption, 17, 95, 10.1016/j.spc.2018.09.007 · DOI
  4. 2017, Activating values to stimulate organic food purchases: can advertisements increase pro-environmental intentions?, Journal of Consumer Marketing, 34, 427, 10.1108/JCM-12-2015-1643 · DOI
  5. 2002, Explaining green purchasing behavior: a cross-cultural study on American and Chinese consumers, 9
  6. 2017, Narrowing the gap: factors driving organic food consumption, Journal of Cleaner Production, 166, 1438, 10.1016/j.jclepro.2017.08.086 · DOI
  7. 2013, The impacts of the food traceability system and consumer involvement on consumers' purchase intentions toward fast foods, Food Control, 33, 313, 10.1016/j.foodcont.2013.03.022 · DOI
  8. 1988, Statistical Power Analysis for the Behavioral Sciences
  9. 1985, The general causality orientations scale: self-determination in personality, Journal of Research in Personality, 19, 109, 10.1016/0092-6566(85)90023-6 · DOI
  10. 2021, Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: the role of perceived health benefits, perceived sustainability benefits and perceived price, Food Quality and Preference, 91, 104191, 10.1016/j.foodqual.2021.104191 · DOI
  11. 2009, Holistic Nursing: A Handbook for Practice
  12. 1975, Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
  13. 1977, Belief, attitude, intention, and behavior: an introduction to theory and research, Philosophy and Rhetoric, 10, 130
  14. 2015, Re-Thinking Organic Food and Farming in a Changing World, 10.1007/978-94-017-9190-8 · DOI
  15. 2016, An application of the theory of planned behaviour to predict intention to consume African indigenous foods in Kenya, British Food Journal, 118, 1268
  16. 2009, Exploring the experience of introjected regulation for exercise across gender in adolescence, Psychology of Sport and Exercise, 10, 309, 10.1016/j.psychsport.2008.10.004 · DOI
  17. 2022, Does gender moderate the purchase intention of organic foods? Theory of reasoned action, Heliyon, 8, e10478, 10.1016/j.heliyon.2022.e10478 · DOI
  18. 2004, A beginner's guide to partial least squares analysis, Understanding Statistics, 3, 283, 10.1207/s15328031us0304_4 · DOI
  19. 2010, Multivariate Data Analysis: A Global Perspective
  20. 2014, Partial least squares structural equation modeling (PLS-SEM): an emerging tool in business research, European Business Review, 26, 106, 10.1108/EBR-10-2013-0128 · DOI · Paper page
  21. 2021, Factors influencing the sustainable consumer behavior concerning the recycling of plastic waste, Environmental Quality Management, 1, 10.1002/tqem.21815 · DOI
  22. 2018, How the interplay between consumer motivations and values influences organic food identity and behavior, Food Policy, 74, 39, 10.1016/j.foodpol.2017.11.003 · DOI · Paper page
  23. 2014, Explaining consumer attitudes and purchase intentions toward organic food: contributions from regulatory fit and consumer characteristics, Food Quality and Preference, 35, 6, 10.1016/j.foodqual.2014.01.005 · DOI
  24. 2018, Determinants of organic food purchases: evidence from household panel data, Food Quality and Preference, 68, 19
  25. 2021, Assessment of millennial organic food consumption and moderating role of food neophobia in Pakistan, Current Psychology, 16, 1
  26. 2022, Laws, issues, challenges, analysis of livestock sector and international best practices, Journal of Development and Social Sciences, 3, 2709
  27. 2022, Do normative triggers and motivations influence the intention to purchase organic food? An application of the goal- framing theory, British Food Journal, 10.1108/BFJ-11-2021-1194 · DOI
  28. 2022, Tick-borne haemoparasitic diseases in small ruminants in Pakistan: current knowledge and future perspectives, Saudi Journal of Biological Sciences, 29, 2014, 10.1016/j.sjbs.2021.12.046 · DOI
  29. 2017, Role of green self-identity and peer influence in fostering trust towards organic food retailers, International Journal of Retail and Distribution Management, 45, 969, 10.1108/IJRDM-07-2016-0109 · DOI · Paper page
  30. 2016, Engaging consumers and building relationships in social media: how social relatedness influences intrinsic vs. extrinsic consumer motivation, Computers in Human Behavior, 63, 970, 10.1016/j.chb.2016.06.025 · DOI
  31. 2018, Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic food, Journal of Consumer Behaviour, 17, 141, 10.1002/cb.1697 · DOI
  32. 2019, The influence of perceived food quality, price fairness, perceived value and satisfaction on customers' revisit and word-of-mouth intentions towards organic food, Journal of Retailing and Consumer Services, 50, 103, 10.1016/j.jretconser.2019.05.005 · DOI
  33. 2017, Purchasing behaviour for environmentally sustainable products: a conceptual framework and empirical study, Journal of Retailing and Consumer Services, 34, 1, 10.1016/j.jretconser.2016.09.004 · DOI
  34. 2018, Examining consumer attitudes toward genetically modified and organic foods, British Food Journal, 120, 999, 10.1108/BFJ-09-2017-0502 · DOI
  35. 2020, Consumer purchasing behaviour of organic food in an emerging market, International Journal of Consumer Studies, 44, 563, 10.1111/ijcs.12588 · DOI
  36. 2015, A primer on partial least squares structural equation modeling (PLS-SEM), International Journal of Research and Method in Education, 38, 220, 10.1080/1743727X.2015.1005806 · DOI · Paper page
  37. 2022, Understanding the role of corporate social responsibility and sustainable supply chain management in shaping the consumers' intention to use sharing platforms, Frontiers in Psychology, 13, 970444, 10.3389/fpsyg.2022.970444 · DOI
  38. 2020, Moral norm is the key: an extension of the theory of planned behaviour (TPB) on Chinese consumers' green purchase intention, Asia Pacific Journal of Marketing and Logistics, 32, 1823, 10.1108/APJML-05-2019-0285 · DOI
  39. 2001, Attitudes towards organic foods among Swedish consumers, British Food Journal, 103, 209, 10.1108/00070700110386755 · DOI
  40. 2020, Factors influencing organic food purchase of young Pakistani consumers, Research Journal of Social Sciences and Economics Review, 1, 113
  41. 2004, Producers and consumers of organic meat: a focus on attitudes and motivations, British Food Journal, 106, 534, 10.1108/00070700410545737 · DOI
  42. 2021, Pakistan Economic Survey 2020-21
  43. 2014, Underlying motivations of organic food purchase intentions, Agribusiness, 30, 290, 10.1002/agr.21363 · DOI
  44. 2019, Organic food purchases in an emerging market: the influence of consumers' personal factors and green marketing practices of food stores, International Journal of Environmental Research and Public Health, 7, 12017
  45. 2019, Antecedents of purchase intention toward organic food in an Asian emerging market: a study of urban Vietnamese consumers, Sustainability, 11, 4773, 10.3390/su11174773 · DOI
  46. 2021, Determinant analysis of employee attitudes toward pro-environmental behavior in textile firms of Pakistan: a serial mediation approach, Management of Environmental Quality, 32, 1064, 10.1108/MEQ-11-2020-0270 · DOI
  47. 2017, The importance of consumer trust for the emergence of a market for green products: the case of organic food, Journal of Business Ethics, 140, 323, 10.1007/s10551-015-2690-5 · DOI · Paper page
  48. 2002, Irish consumer preference for organic meat, British Food Journal, 104, 353, 10.1108/00070700210425778 · DOI
  49. 1998, Not so different after all: a cross-discipline view of trust, Academy of Management Review, 23, 393, 10.5465/amr.1998.926617 · DOI · Paper page
  50. 2021, Self-determination, clean conscience, or social pressure? Underlying motivations for organic food consumption among young millennials, Journal of Consumer Behaviour, 20, 449, 10.1002/cb.1875 · DOI
  51. 2019, What drives Malaysian consumers' organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness, Journal of Agribusiness in Developing and Emerging Economies, 9, 584, 10.1108/JADEE-02-2019-0018 · DOI · Paper page
  52. 2020, Designing a three-phase pattern of organic product consumption behaviour, Food Quality and Preference, 79, 103743, 10.1016/j.foodqual.2019.103743 · DOI
  53. 2020, Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: moderating roles of communication, satisfaction and trust in organic food consumption, Food Quality and Preference, 81, 103838, 10.1016/j.foodqual.2019.103838 · DOI · Paper page
  54. 2020, Understanding consumers' intentions to purchase green products in the social media marketing context, Asia Pacific Journal of Marketing and Logistics, 32, 860
  55. 2020, Why do people buy organic food? The moderating role of environmental concerns and trust, Journal of Retailing and Consumer Services, 57, 102247, 10.1016/j.jretconser.2020.102247 · DOI
  56. 2015, The impact of choice architecture on sustainable consumer behavior: the role of guilt, Journal of Business Ethics, 131, 423, 10.1007/s10551-014-2287-4 · DOI · Paper page
  57. 2012, Attitudinal inconsistency toward organic food in relation to purchasing intention and behavior an illustration of Taiwan consumers Inconsistency toward organic food, British Food Journal, 114, 997, 10.1108/00070701211241581 · DOI
  58. 2015, Motivations of employees' knowledge sharing behaviors: a self-determination perspective, Information and Organization, 25, 1, 10.1016/j.infoandorg.2014.11.001 · DOI
  59. 2019, Factors influencing organic food purchase intention in developing countries and the moderating role of knowledge, Sustainability, 11, 209, 10.3390/su11010209 · DOI
  60. 2020, Environmental consciousness and organic food purchase intention: a moderated mediation model of perceived food quality and price sensitivity, International Journal of Environmental Research and Public Health, 17, 850, 10.3390/ijerph17030850 · DOI
  61. 2022, Green initiatives and environmental concern foster environmental sustainability: a study based on the use of reusable drink cups, International Journal of Environmental Research and Public Health, 19, 9259, 10.3390/ijerph19159259 · DOI
  62. 2014, Consumers perception, purchase intention and actual purchase behavior of organic food products, Review of Integrative Business and Economics Research, 3, 378
  63. 2019, Understanding the role of social desirability bias and environmental attitudes and behaviour on South Australians' stated purchase of organic foods, Food Quality and Preference, 74, 125, 10.1016/j.foodqual.2019.01.007 · DOI
  64. Willer, H., Lernoud, J. and Kemper, L. (2018), “The world of organic agriculture 2018: summary”, in Willer, H. and Lernoud, J. (Eds), The World of Organic Agriculture. Statistics and Emerging Trends 2018, Esearch Institute of Organic Agriculture FiBL; IFOAM - Organics International, Frick and Bonn, pp. 22-31.
  65. 2016, Intention to purchase organic food among young consumers: evidences from a developing nation, Appetite, 96, 122, 10.1016/j.appet.2015.09.017 · DOI
  66. 2016, Young consumers' intention towards buying green products in a developing nation: extending the theory of planned behavior, Journal of Cleaner Production, 135, 732, 10.1016/j.jclepro.2016.06.120 · DOI · Paper page
  67. 2015, Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food, Journal of Cleaner Production, 107, 342
  68. 2018, Using the theory of planned behavior to investigate what influences Chinese intention to purchase organic food, China-USA Business Review, 17, 324
  69. 2019, Purchase intention of organic food under the influence of attributes, consumer trust and perceived value, Revista de Gestão, 26, 198, 10.1108/REGE-01-2018-0010 · DOI
  70. 2012, The role of self-identity, past behavior, and their interaction in predicting intention to purchase fresh and processed organic food, Journal of Applied Social Psychology, 42, 669, 10.1111/j.1559-1816.2011.00796.x · DOI
  71. 2020, Values and planned behaviour of the Romanian organic food consumer, Sustainability, 12, 1722, 10.3390/su12051722 · DOI
  72. 2020, Trust factors for organic foods: consumer buying behavior, British Food Journal, 122, 414
  73. 2012, The prediction of intention to consume genetically modified food: test of an integrated psychosocial model, Food Quality and Preference, 25, 163, 10.1016/j.foodqual.2012.02.011 · DOI

Cited by

Sorted by citations

Items 101–145 of 145

Metadata

Authors
Khan, Y., Hameed, I., & Akram, U.
Affiliations
  • Institute of Business Management (PK)
  • UCSI University (MY)
  • Zhejiang Gongshang University Hangzhou College of Commerce (CN)
ORCID
Venue
British Food Journal
Publisher
Emerald
Published
2022-12-23
Volume
125
Issue
7
Pages
2572-2587
ISSN
0007-070X (ISSN-L)
DOI
10.1108/bfj-07-2022-0564
OpenAlex
W4312191628
Cited by
157
References
0
Citations by year
2026: 49 · 2025: 49 · 2024: 46 · 2023: 13
FWCI
14.87
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
British Food Journal (publishedVersion)
Topics
  • Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
Keywords
organic food, consumer attitudes, purchase intention, consumer buying behavior, self-determination theory, theory of planned behavior, extrinsic motivation, external regulation, integrated regulation, intrinsic motivation, introjected regulation, trust, subjective norms, perceived behavioral control, organic food labeling, food marketing

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 ›

Are you an author, or do you see a problem with this page? Request a review