AN EMPIRICAL INVESTIGATION TO EXTEND THE THEORY OF PLANNED BEHAVIOR IN THE ORGANIC FOOD CONTEXT

Abstract

The study aims to utilize the extended model of the theory of planned behavior (TPB), to test the impact on organic food consumption in Pakistan. Despite having an increased awareness about the benefits of organic food, the translation of favorable attitude and positive purchase intention into actual buying behavior remains quite low. A final sample of 778 was taken from Karachi through an online medium by using the purposive sampling technique. The data was analyzed by implementing the partial least squares structural equation modeling (PLS-SEM) technique through SmartPLS software. Findings of the study suggested that all the variables of TPB had a significant positive relationship, whereas the additional variables, including food safety concern, health consciousness, and environmental concern, also had a significant impact on consumers’ attitudes towards organic food. However, the moderating effect of trust between attitude-purchase intention as well as price consciousness between purchase intention-buying behavior relationship appeared to be insignificant. Thus, marketers can utilize the findings of the study to create appealing promotional messages by highlighting the benefits of organic food related to environmental sustainability, food safety as well as on consumers’ well-being. Further, government and policymakers can take actions to create awareness about the organic food consumption among locals to promulgate its usage in Pakistan. Keywords: Organic food, theory of planned behavior, trust, price consciousness.