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The purpose of this paper is to explore the domain relevance of a comprehensive yet almost overlooked theoretical framework for studying organic food purchase behavior in a global context. This conceptual paper argues that there exists an apparently powerful model in health behavior domain that may readily be brought into organic food purchase behavior research. The paper argues for domain relevance and proposes that Montano and Kasprzyk’s integrated behavior model may readily be used in organic food behavior studies with some relevant modification.

The paper follows an exploratory approach and shows how variables used in the past may be aggregated to the model in question. The challenge is addressed by following both the inductive and the deductive reasoning. Deductive reasoning calls for investigating whether such behavior may be classified as health behavior. Inductive reasoning calls for proving relevance of all the variables in the aforesaid model to the organic food research context.

The paper concludes that the Montano and Kasprzyk’s model is theoretically relevant to the organic food behavior domain. However, it is observed that the domain-specific operationalization is necessary for further empirical studies.

Since the model was rarely tested empirically in predicting organic food purchase intention, the variable-specific relevance may not warrant the relevance of the whole model with intertwined relationships at the same time.

The paper may pave a way toward further empirical research and may also explain the apparent intention-behavior gap as often reported in literature.

The paper may provide a useful direction in future organic food purchase behavior studies by showing the domain relevance of an apparently powerful model, along with addition of some newer variables that may enrich the existing model.

This paper proposed an adaptation of the theory of planned behavior (TPB) model to study the factors influencing organic food purchase behavior in an emerging market. This research introduced household norms as an important factor that reflected the influence of household activities and family pressure on individuals to perform organic food purchase behaviors. The role of trust in organic food as a direct and a moderating factor was examined in the proposed framework as well.

The study proposed a model with 10 hypotheses from the literature review. The hypotheses were tested using data collected from 407 organic food customers in Hanoi, Vietnam. The partial least squares structural equation modeling (PLS-SEM) approach was used for analysis.

The results indicated that household norms played an important role influencing purchase intention and behavior. This research also showed that trust in organic food directly affected purchase intention and played a moderating role on the attitude towards organic food and purchase intention relationship. However, trust in organic food did not show moderating effects on other relationships in the model.

More context-specific reasons may be incorporated into the research model to better explain consumer purchase behaviors.

The role of household norms and its impact under TPB has not been investigated for organic food purchase behaviors, particularly in emerging markets.

The purpose of this paper is to investigate the factors affecting anti-consumption behavior of the consumers toward organic food purchase: in particular, how do individual beliefs about trustworthiness of organic foods, normative structure of social pressure and self-efficacy affect individual intentions to make organic food purchases and actual purchasing behavior? To answer this question, a theoretical framework of the theory of planned behavior (TPB) as its foundation has been established. Using measurement scales in order to measure different aspects of trustworthiness, normative structure, self-efficacy, attitude, perceived behavioral control (PBC) and subjective norms, a survey instrument has been developed to examine the several associations implied by the model of TPB.

In doing so, data on a structured questionnaire were collected from various parts of a city based on convenience random sampling procedure. The respondents were interviewed face-to-face to collect information on a structured questionnaire. Data (n=337) were analyzed using a research framework formulated based on the TPB through the structural equation modeling procedure.

The findings of the study indicate that among the seven independent variables of trustworthiness, normative structure, self-efficacy, attitude, subjective norm and PBC, only subjective norm has not been statistically significant to influence organic food purchase behavior.

The result implies that various sociopolitical forces and skewed monthly incomes are inhibiting the consumers (anti-consumption) to increasingly buy the organic food products.

In this regard, government, policy planners, academia as well as media have profound roles to play to encourage people to buy more organic food for their health safety and overall consumer well-being.

This research is based on primary data collected from the respondents of a sub-urban areas of a metropolitan city. The findings will help formulate a sound food policy for ensuring social well-being of the consumers.

The purpose of this paper is to test the extension of the theory of planned behaviour (TPB) in an organic food buying context.

The relationships between subjective norms and attitudes and intention to buy organic food were studied by applying structural equation modelling.

The proposed modified model of the TPB model fitted the data better than the original model, implying that in the organic food‐buying context the role of subjective norms differs from the original theory of planned behaviour. In buying organic food subjective norms affected buying intention indirectly through attitude formation. In addition, results showed that the modified TPB model predicts intention to buy organic food better than the original model. Based on the results, it can be said that consumers' intentions to buy organic food can be predicted with their attitudes (R²=0.558), which can further be predicted by subjective norms (R²=0.374), and that behavioural intentions reliably predict self‐reported behaviour (R²=0.824).

First, this study concerned only organic bread and flour products, and therefore the results cannot be expected to explain consumer behaviour for all organically produced products. Second, just one retail channel of organic foods, a hypermarket, was examined. Since the different store formats have also very different characteristics (e.g. price level and number of products), it is likely that also the consumers' buying behaviour differs between different stores.

In past studies on organic food‐buying behaviour, the role of subjective norms has often been neglected – either they are not included in the models or their explanatory power has been weak.

This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior (TPB) model is adopted as the underlying theory to explore the relationship between attitudes (ATT), subjective norms (SN) and perceived behavioral control (PBC) on consumers’ intention and behavior to buy organic food. Trust (TR) and the moderating role of short food supply chain preferences (SFSCPs) were integrated to address the research gap.

Three hundred three questionnaire responses were received from organic food buyers in China using a convenience sampling method. Structural equation modeling was used to analyze the data and to examine the relationship between the various constructs.

The results demonstrated that the purchase intention (PI) of Chinese consumers correlates positively with ATT, SN, PBC and TR. Additionally, the results show that consumers’ SFSCPs positively moderate the relationship between PI and purchase behavior (PB).

The findings of this study provide valuable insights for marketers to develop compelling messages that evoke positive ATT, establish consumer TR and integrate short food supply chains to drive PB. The study can also be useful to policymakers and other supply chain participants.

An increased understanding of the factors influencing Chinese organic food consumption can contribute to promoting healthier food choices, supporting sustainable agriculture and fostering environmentally friendly consumption habits.

This research contributes to the existing pool of knowledge by incorporating TR into the conventional TPB. The study also introduces SFSCP as a moderating variable on the relationship between PI and PB.

This research aimed to analyse the antecedents of green food purchasing behaviour amongst Generation Y consumers in a developing country. More specifically, the authors investigated the influence of attitudes towards organic food, subjective norms, perceived behaviour control, environmental knowledge, health awareness and organic food knowledge on the purchase intention of organic food and, consequently, organic food purchase behaviour.

A multi-method approach combined symmetric techniques with partial least squares structural equation modelling (PLS-SEM) and asymmetric techniques with fuzzy-set qualitative comparative analysis (fsQCA). The primary data sample was collected by a specialist company and included 500 Generation Y consumers from South Africa.

PLS-SEM results confirmed the positive influence of all antecedents, confirming the hypotheses. The authors also identified a multiple full mediation of environmental knowledge and health consciousness in the relationship between subjective norms and purchase intention. The fsQCA results indicated six different sufficient configurations for a high level of purchase intention, indicating that only some of the constructs are essential to stimulate the intention.

The originality of the research lies in presenting a new perspective on the sustainable consumption behaviour of Generation Y in a developing country, with a combination of techniques that provide greater robustness to the results. Specifically, the authors contribute to the debate on consumer behaviour and sustainability issues by understanding the dynamics between the factors that drive the purchase behaviour of green products. The article also contributes empirical results that help achieve Sustainable Development Goals (SDGs).

The purpose of this paper is to assess the relationship between trust factors and buying behavior among consumers in the organic food market in Taiwan.

The researchers developed a questionnaire using latent variables including the trust factors, utilitarian attitudes, hedonic attitudes, buying behavior and demographic information of consumers of organic foods. Confirmatory factor analysis and the structural equation modeling were conducted using LISREL 8.80 for Windows.

The empirical results indicated that health content, locally produced products, organic food labels and price premiums positively and significantly affected utilitarian and hedonic attitudes. Both utilitarian attitudes and hedonic attitudes positively and significantly affected respondents’ buying behavior. A series of theoretical implications were identified.

The researchers concluded that providing consumers with practical information related to organic food, establishing local production facilities, developing content, standardizing labeling procedures and promoting a new organic certification system for small-scale producers will encourage more consumers to purchase organic food.

This study first examines the food trust buying behavior of organic foods and related consumption behavior theory questions. It mainly takes the stimulus–organism–response model as the foundation of its approach. Simultaneously, it also conforms to utilitarian behavior theory, and the process by which consumers become better aware of organic foods’ quality.

This research aims to assess the consumers' intention to purchase organic foods for balanced physical and mental growth. It examines the decision-making process in buying organic products built on the extended Theory of Planned Behaviour (TPB). This study designed a model to show how Bangladeshi consumers wish to purchase organic food.

Data were collected by means of a formal questionnaire from shoppers in different markets who buy organic and non-organic foods. Statistical analysis is done by applying partial least square-structural equation modelling (PLS-SEM).

Findings refer that among the four antecedents called social norms (SN), personal attitude (ATT), perceived behaviour control (PBC) and health consciousness (HC), three (ATT, PBC and HC) have a significant influence on the intention to consume organic food in Bangladesh. The only cognitive variable called social norm (SN) has no statistically significant impact though it positively relates to the behavioural intention to purchase organic food.

The fitted model did not consider any moderating or mediating variable though there might be such effects regarding organic food purchase and consumption. The study includes a major portion of the respondents from less than Tk. 20,000 monthly income group, which is a price-sensitive group from Bangladesh perspective. Hence, this price sensitivity might have a slight influence on the results of the study.

This study includes four variables as the predictors to describe consumers' intention to purchase organic food products in Bangladesh. Among the predictors, health consciousness or awareness is found to be most powerful. Though consciousness is the key, the awareness of Bangladeshi citizen regarding organic food is lower than in other parts of the world. Hence, the research model directs the policymakers to increase awareness through different social campaigns.

Under Vision 2040 of promoting sustainable development, the government of Bangladesh is trying to increase organic food consumption. Production and consumption of organic food will positively impact society since organic fertilizers are environmentally friendly and do not harm society. This research promotes a strategy formulation to ensure the consumption of organic foods for a positive social impact.

This study is a unique research to concentrate on the importance and factors influencing the consumption of organic foods in Bangladesh, a recently graduated developing country. Furthermore, it extended the Theory of Planned Behaviour (TPB) and proposed a new conceptual framework.

The purpose of this study is to examine the determinants impacting consumer behaviour in organic food consumption in Bangladesh. This study aims to identify the key factors facilitating organic food consumption and establish a framework by analysing their contextual relationships.

The study used interpretive structural modelling (ISM), relying on expert perspectives from experienced academicians and marketing professionals. A Matrice d'Impacts Croisés Multiplication Appliqués à un Classement (MICMAC) analysis was performed to assess the driving forces and interdependencies among these determinants.

The MICMAC analysis grouped determinants influencing organic food purchases into four categories. The dependent factors, like attitude and food safety, showed moderate driving forces and high dependence. Linkage determinants, such as environmental concern and price, exerted considerable influence with moderate dependence. Independent variables, especially knowledge about organic food, had a strong impact with relatively low dependence.

This study’s insights offer valuable guidance for managers in the organic food industry, providing strategies to address consumer behaviour. Prioritising education on environmental benefits, transparent pricing, collaborating on policies, ensuring food safety and understanding determinants impacting purchase intent can aid in designing effective marketing strategies and product offerings aligned with consumer needs, ultimately promoting sustainability.

To the best of the authors’ knowledge, this study is the first to investigate the interconnections and relative significance of determinants influencing organic food purchases, using the ISM approach and MICMAC analysis. It delves into the previously unexplored territory of understanding the relationships and hierarchical significance of these determinants in shaping consumer behaviour towards organic food purchases.

This study aims to identify and describe the relationships among sensory-driven pleasure, cognition-driven pleasure, symbolic-driven pleasure and organic food purchase behavior considering the moderating effects of functionality trust and authenticity trust from the viewpoint of the theory of planned behavior (TPB).

Data were collected using a structured questionnaire survey in first-tier cities in China. A total of 352 consumers of organic foods participated in the study. Structural equation modeling and hierarchical regression analysis were employed for data analysis.

The results indicated the significant association of perceived behavioral control, subjective norm, attitude, sensory-driven pleasure and cognition-driven pleasure with purchase intention. Perceived behavioral control and purchase intention had significantly positive effects on purchase behavior. Moreover, functionality trust had a positive moderating effect on purchase intention and purchase behavior.

This study not only provides novel and original insights for understanding organic consumption but also provides a reference for organic producers, sellers and policymakers to develop effective strategies to guide organic consumption that are conducive to promoting sustainable consumption.

For the first time, this research introduces the construct of food pleasure into the TPB to explore the relationships between food pleasure and purchase behavior based on the TPB. It may expand the scope of the TPB and provide valuable insights regarding how to improve the existing intention–behavior gap in organic consumption.