Abstract
This paper investigates the factors that affect consumers purchase intention of organic food by integrating self-identity and environmental concern into the theory of planned behaviour (TPB). Data were collected with questionnaires in five shopping malls in the Klang Valley, Malaysia. SPSS and structural equation modelling, specifically, partial least square, were used to analyse the data. The findings show that attitude, subjective norm, perceived behavioural control, self-identity and environmental concern have a significant positive effect on consumers purchase intention. Furthermore, purchase intention is found to mediate the relationship between attitude, subjective norm, perceived behavioural control, self-identity and environmental concern with purchase behaviour. From a practical point of view, the results provide insight for producers and marketers to develop and adapt products and marketing campaigns to establish a positive perception towards organic food products.
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