Drivers, outcomes, and moderators of consumer intention to buy organic goods: Meta-analysis, implications, and future agenda

Abstract

We develop an integrated conceptual model of the drivers and outcomes of consumers’ intentions to buy organic goods, anchored on the Theory of Planned Behavior. Our meta-analysis uses data extracted from 149 studies reported in 135 articles. The results indicate that, as opposed to consumers who are price-conscious, individuals who are environmentally, health, and safety conscious are more likely to develop a favorable attitude toward organic goods, have a higher level of subjective norms, and maintain stronger personal behavioral control. These constructs positively affect consumer intention to buy organic goods, which ultimately leads to their actual purchase. Hofstede’s cultural dimensions (i.e., individualism, masculinity, power distance, uncertainty avoidance, long-term orientation, indulgence) were also found to play a pivotal role in moderating most causal relationships between constructs of the model. It was also revealed that studies focusing on organic food exhibited stronger effects on construct associations compared to studies examining non-food products.