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The influence of skepticism on the university Millennials’ organic food product purchase intention

Carlos Arturo Hoyos-Vallejo (CENTRUM Católica Graduate Business School, Lima, Peru) (Pontificia Universidad Católica del Perú, Lima, Peru)
Nelson Geovany Carrión-Bósquez (Departamento de Administración, Facultad de Economía y Administración, Universidad Católica del Norte, Antofagasta, Chile)
Oscar Ortiz-Regalado (Universidad Nacional de Cajamarca - Escuela Profesional de Ingeniería en Agronegocios, Cajamarca, Peru)

British Food Journal

ISSN: 0007-070X

Article publication date: 19 July 2023

Issue publication date: 10 October 2023




This study extends the Theory of Planned Behavior (TPB) and analyzes the influence of skepticism (SKP) on the purchase intention (PI) of organic products, through the mediation of subjective norms (SN) and planned behavior control.


This was a quantitative, correlational and cross-sectional study. The study population comprised 446 university Millennials from Ecuador. Results were processed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM).


The study showed that SKP does not directly influence the PI. However, if it does so through the mediating effect of SN and perceived behavior control (PBC). Also, the study found that attitudes (ATTs), SN and PBC influence the PI of organic products in university Millennials.


The study used TPB constructs and identified the influence of SKP on the intention to buy organic products in Ecuadorian university Millennials.



Hoyos-Vallejo, C.A., Carrión-Bósquez, N.G. and Ortiz-Regalado, O. (2023), "The influence of skepticism on the university Millennials’ organic food product purchase intention", British Food Journal, Vol. 125 No. 10, pp. 3800-3816.



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