TY  - JOUR
AB  - Purpose– The purpose of this paper is to investigate the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms on attitude, perceived behavioral control and buying intention in context of buying organic food. Design/methodology/approach– Structured questionnaires were randomly distributed among academic staffs and students of two universities in southern Punjab, Pakistan. Structural equation modeling was employed to test the proposed model fit. Findings– Results of the study showed that subjective norms significantly moderate the relationship between attitudes and buying intention as well as between perceived behavior control and buying intention. Furthermore, subjective norms significantly influence attitude toward buying intention. Practical implications– The paper provides useful insights for the academics and marketers. Academics may further explore the role of subjective norms in order to have a better understanding of their effects on TPB components. Whereas, marketers can target the opinion leaders and reference groups to increase the demand of organic food. Originality/value– Majority of previous studies overlooked the role of subjective norms in determining the buying intentions with respect to organic food. The striking feature of this study is an in-depth emphasis on exploring the direct and moderating effects of subjective norms on the elements of TPB. Moreover, to the best of authors’ knowledge, this is a pioneer study that comprehensively examines the linkage of components of TPB with organic food purchasing in Pakistan.
VL  - 116
IS  - 10
SN  - 0007-070X
DO  - 10.1108/BFJ-05-2013-0105
UR  - https://doi.org/10.1108/BFJ-05-2013-0105
AU  - Al-Swidi Abdullah
AU  - Mohammed Rafiul Huque Sheikh
AU  - Haroon Hafeez Muhammad
AU  - Noor Mohd Shariff Mohd
PY  - 2014
Y1  - 2014/01/01
TI  - The role of subjective norms in theory of planned behavior in the context of organic food consumption
T2  - British Food Journal
PB  - Emerald Group Publishing Limited
SP  - 1561
EP  - 1580
Y2  - 2024/04/24
ER  -