Intention to purchase organic food among young consumers: Evidences from a developing nation

Ethical consumption has become an increasing trend as young customers get increasingly aware of their environmental and ethical responsibilities. The study aimed to examine the determinants of organic food purchase intention and behaviour of young customers in South Africa by extending the Theory of Planned Behaviour (TPB). The main objective of the study was to determine the effects of TPB constructs (attitude, subjective norms and perceived behavioural control) on young consumers’ intention to purchase organic food. Also, the study investigated whether the extended TPB model would improve the predictive validity of the model. The TPB was modified by the addition of three value constructs (health, environmental and appearance consciousness) as antecedents of attitude and intention and two personal factors (moral norms and ethical self-identity) as predictors of purchase intention. In addition, the study examined the mediating effects of attitude towards organic food in the relationship between value and purchase intention. Furthermore, the study determined the effect of intention on actual organic food purchase behaviour of young consumers. The study adopted a quantitative research approach and data was collected through the cross-sectional survey method using self-administered questionnaires from four hundred and three respondents. The questionnaires were distributed to the respondents through mall intercept and the Partial Least Square Structural Equation Modelling (PLS SEM) was used to test the hypotheses of the study. The findings confirmed that two constructs of the TPB (attitude towards organic food and perceived behavioural control) are predictors of purchase intention. In addition, health and environmental consciousness are antecedents of attitude and intention. Attitude mediates the relationship between health, environmental consciousness and intention. Furthermore, intention is a predictor of behaviour. Recommendations to improve the purchase of organic food focus on communication by marketers to consumers about the benefits of organic food. The study concludes that the extended TPB is an applicable theoretical framework to explain the purchase of organic food by young consumers.

This study aims to propose an extended model of the theory of planned behavior (TPB) which helps us to investigate young Chinese consumers from college and university, and who are aged 18 to 30 years, on purchase intention for organic food. Using a sample of 515, analyses were done using structural equation modeling. The findings indicated that attitude (A), subjective norms (SNs), and perceived behavioral control (PBC) have positive effects on the purchase intention of young consumers for organic food. Moreover, attitude has a positive effect on environmental concerns (EC). Furthermore, EC has a positive effect on young consumers’ purchase intentions for organic food. Findings indicated that EC positively mediates the association between attitude and young consumers’ purchase intentions for organic food. More importantly, the relationship between all latent variables (A, SNs, PBC) and purchase intention by young consumers is positively moderated by environmental awareness.

The demand and commercialization of organic foods is developing rapidly. However, there is an imbalance between the increasing use of these products and the limited attention of researchers to this category of products. The present study intends to evaluate the antecedents of the consumer purchase intention and behavior on organic foods, based on the Theory of Planned Behavior (TPB). To reach the research objectives, a quantitative methodology was developed. An online questionnaire was applied in organic food social network groups and Portuguese organic food stores. To test the hypothesis, structural equation modelling (SEM) was conducted. Findings revealed that environmental concern has a significantly positive effect on purchasing attitude and on purchase intention. Health consciousness has a significant and positive relationship with attitude and purchase intention, and attitude has a significant and positive relationship with purchase intention. Finally, purchase intention has a significant and positive relationship with purchase behavior. Theoretically, this study is a response to frequent requests to investigate beyond consumer intention and assess influences on actual behavior. Producers and marketing professionals may utilize our findings to develop strategies to attract the growing organic food community and encourage its purchase.

PurposeThis study aims to examine the young Malaysian consumers’ switching intention from synthetic to biodegradable plastics. This research shows the factors affecting young Malaysian consumers’ switching intention towards biodegradable plastic rather than traditional plastic (synthetic plastics). In this study, there are three factors to be considered whether they influence the young consumers in Malaysia to change their intention towards biodegradable plastic. The three factors are environmental concern, knowledge and the perceived value of biodegradable plastic. However, biodegradable plastic’s switching intention is also affected by biodegradable plastic’s attitude, where the three factors influence this attitude. Thus, all variables are considered in this research to investigate the reasons for switching intention from synthetic to biodegradable plastics among young Malaysian consumers.Design/methodology/approachIn line with the recent economic growth, especially in developing countries, human concern for the environment has increased over time. This paradigm shift has influenced Malaysians to pay more attention to the issues related to synthetic plastics, especially in Malaysia itself. To reduce the use of synthetic plastic in Malaysia, this research is conducted to identify the young consumer’s behaviour in Malaysia towards the use of biodegradable plastics. In this study, the theory of planned behaviour (TPB) is broadened into three additional factors that potentially enhance the young consumer’s attitude and increase switching intention towards biodegradable plastics: environmental concern, knowledge and perceived value. The data were collected using a structured questionnaire via an online survey method. The structural equation modelling with SmartPLS 3 was used to analyse the data from a total of 162 respondents. The study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value, and attitude. This study also provided empirical evidence that the attitude acts as a mediator for the relationship between environmental concern and perceived value towards the switching intention. These results could help the government establish a new policy to encourage citizens to use biodegradable plastics while reducing environmental pollution.FindingsThe study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value and attitude. Furthermore, this study extends the TPB to include the intention to switch from synthetic to biodegradable plastics, where attitudes towards the environment, environmental concern and perceived value all have an impact on the intention to switch from synthetic to biodegradable plastics in the first place. As an additional contribution to the existing body of knowledge, this study provides empirical data about the variables influencing decision-makers’ intentions towards the transition from synthetic to biodegradable plastics. The findings of this study may also be useful for future research by academic institutions, the Department of Research and Development and the government. As a result, this research is important for future academics who want to better understand the intentions of young Malaysian consumers when it comes to biodegradable plastics.Originality/valueThis research might provide direction to a firm considering implementing a new business strategy to develop creative and sustainable products that will contribute to the protection of the environment. More importantly, this research contributes to improving government policy and regulation in environmental preservation by integrating environmental knowledge and attitude into Malaysian cultural practices. Also possible are even greater levels of environmental awareness and environmentally friendly activities on the part of the government and the commercial sector, such as various initiatives and events to encourage green and environmentally friendly purchasing habits. As a result, given that sustainability has emerged as one of the most pressing issues facing society today, this research is important in that it provides insights for stakeholders (policymakers, marketers and others) to strategise the government’s plan to reduce the use of synthetic plastics and promote the use of biodegradable plastics. As the analysis of consumer behaviour is one of the most important aspects of improving the profitability of businesses, the collaboration between marketing and the research and development department to examine consumer behaviour is extremely important to meet the needs of consumers. This research could serve as a reference for them during the decision-making process, particularly in the plastics industry, which is highly recommended. Aside from that, the findings of the study may be used as a guide for the government in developing new policies to attain the objective of sustainable development in the future. As a result, it can aid in introducing environmentally friendly products and raising public knowledge about them.

Purpose Based on the Theory of Planned Behavior (TPB), this study examined the impact of subjective norms and sustainable consumption attitudes, behaviors, and knowledge on the purchase intention of organic food among young Brazilian consumers. Additionally, it assessed the downstream effects of purchase intention on consumer satisfaction, word-of-mouth behavior, and vulnerability. Design/methodology/approach Data were collected through an online survey of 295 young consumers and analyzed using structural equation modeling. Findings The findings confirm the positive and significant influence of family, peers, and consumers' sustainability-related attitudes, behaviors, and knowledge on their intention to purchase organic food. In fact, subjective norms exert a stronger influence on purchase intention than do sustainable attitudes, behaviors, and knowledge, although both are significant. This highlights the pivotal role of peer and family input in shaping decisions about organic products among young Brazilians. This intention was also found to positively and significantly affect both satisfaction and word-of-mouth tendencies, offering managerial relevance for organic food providers seeking effective market positioning. However, no significant relationship emerged between purchase intention and consumer vulnerability. Originality/value The adoption of TPB in the Brazilian context contributes to the literature on young consumers' sustainable behaviors. This study also advances marketing scholarship by examining the link between organic food purchase intention and vulnerability. Our study also advocates for policy measures that protect and promote organic agriculture and ensure clear, accessible communication that emphasizes the benefits of organic products to the environment and to humans' health.

The outbreak of the COVID-19 pandemic has strongly influenced consumers’ habits and behaviours, creating a more sustainable and healthier era of consumption. Hence, there is a potential for further expanding the green food sector in China. The theory of planned behaviour (TPB) is one widely used framework to explain consumers’ food choices. Considering consumers’ internal norms, their perceptions of green food attributes, and the shifting consumer behaviour, our study has extended the TPB framework (E-TPB) by adding constructs of moral attitude, health consciousness, and the impact of COVID-19 (IOC). The results of structural equation modelling among 360 functional samples revealed that the E-TPB model has a superior explanatory and predictive power, compared with the original TPB model regarding Chinese consumers’ green food buying intentions in the current and post-pandemic periods. The path analysis demonstrated that attitude, perceived behavioural control, moral attitude, health consciousness, and IOC have significant positive effects on green food purchase intentions. However, the association between subjective norm and purchase intention varies within the TPB and E-TPB models, which showed a non-significant impact in E-TPB. These findings can generate more suitable managerial implications to promote green food consumption in China during the current and post-pandemic periods.

Ample research has been conducted in the organic food market and researchers have investigated factors affecting the purchase behavior of consumers in many countries. However, the studies on organic food that integrate the Theory of Planned Behavior (TPB) and Norm Activation Model (NAM) in a transition country like Vietnam are limited. Thus, the purpose of this study is to investigate factors affecting the organic food purchase intention in the Vietnamese context. We combined the TPB and the NAM to propose an integrated research framework with attitude and personal norms as two mediators. Through a self-administered questionnaire survey, we collected 611 valid responses from the three biggest cities in Vietnam. Data were put into SPSS 22.0 and SmartPLS 3.0 for analysis. The structural equation modeling (SEM) technique was employed to test both direct and indirect relationships among factors of TPB and NAM in the research model. Our findings indicated that attitude plays the most critical role in explaining the organic food purchase intention of Vietnamese consumers, followed by social norms and personal norms. Notably, attitude also remarkably mediated the impact of environmental awareness and knowledge of organic food on purchase intention. Meanwhile, personal norms played the mediating role in the NAM that intervene the connection between social norms and purchase intention. Based on our analysis, we suggested policymakers, manufacturers, marketers, and sellers of organic food change their actions for the growth of the organic food market in Vietnam.

Purpose – Organic food consumption is an important issue in terms of sustainable consumption. It is one of the foods that countries should encourage consumption to raise healthy generations. Orientation to organic foods increases with economic development. The most important reason for this increase is the willingness of consumers to reach healthy food. The willingness to reach healthy and green food, which has been put forward by various researches, has also increased the importance of research on organic food consumption. The aim of this study is to reveal the intentions of young people living in a less developed socio-economically region with the help of various variables. Design/methodology/approach – Data were collected from 392 young consumers who were selected by the sampling method, one of the unlikely sampling methods with the face-to-face survey method. The data were tested by reliability, frequency and multiple linear regression analysis in the statistical program suitable for the purpose. Findings – It has been determined that the attitude towards behavior, subjective norm, moral norm and health consciousness have a significant effect on young consumers' intention to purchase organic food. In addition, it was determined that perceived behavioral control and environmental concern did not have a significant effect on young consumers' intention to purchase organic food. Also on the young consumer attitudes towards organic food it has been identified as health-conscious and have a significant impact environmental concerns. Discussion – It is aimed to reveal the intentions of young consumers living in a socio-economically less developed region with the help of various variables. It has been determined that attitudes towards behavior, subjective norm, moral norm and health consciousness among the variables determined for this purpose have a significant effect on young consumers 'intention to buy organic food, health awareness and environmental concern on young consumers' attitudes towards organic food. This situation highlights the concept of organic food consumption in the sustainable consumption axis. For this reason, the application will be held in Turkey with sustainable consumption for improved awareness activities performed alternative models of production and consumption. Organic food consumption can be considered as one of these alternative models.

Objective - As Vietnam is a densely populated country with stable economic growth and rising concern for environmental problems in recent years, people are increasingly showing more interest in organic food. This study aims to explore the purchase intention of Vietnamese Generation Z (Gen Z) towards organic food. Methodology - We extended the Theory of Planned Behaviour (TPB) with three specific pro-environmental factors that are health consciousness, environmental concern, and knowledge of organic food, to investigate the purchase intention of Gen Z. A self-administered online survey was conducted in Hanoi, Da Nang, and Ho Chi Minh City as they are most populated cities in the country. Findings – 426 valid responses were received for data analysis after three months. Linear regression analysis was run in SPSS software to test six hypotheses. Research findings reveal that attitude has the most substantial influence on the purchase intention of Gen Z, followed by health consciousness, subjective norms, and personal norms. Notably, environmental concerns and knowledge of organic food do not necessarily affect Gen Z’s purchase intention. Our findings suggest that related stakeholders in the organic food market adjust their production and marketing tactics to attract Gen Z better. Novelty – The novelty of this paper is attributed to our effort to integrate pro-environmental variables into the TPB to test their impact on organic food purchase intention in a new research context of a transition country. Type of Paper: Empirical JEL Classification: M31, M59. Keywords: Organic food, Purchase intention, Generation Z, Vietnam Reference to this paper should be made as follows: Nguyen, P.M; Phan, B.T; Hung, T.H; Luu, T.M.N. (2024). What Motivates Generation Z in Vietnam to Purchase Organic Food? An Application of Extended Theory of Planned Behaviour, J. Mgt. Mkt. Review, 9(1), 13 – 26 https://doi.org/10.35609/jmmr.2024.9.1(2)

Exploring the influence of health consciousness, environmental consciousness, knowledge, and trust in shaping purchase intentions of generation Z towards organic food

Purpose. The objective of this study is to identify and assess the key factors affecting consumer behaviour in choosing Rojolele Srinuk rice based on the Theory of Planned Behaviour (TPB) approach, sustainability motive, health consciousness, and risk perception. Methodology / approach. This study uses a quantitative approach with government employees’ respondents in the case of Klaten Regency, Central Java, and consumers of Rojolele rice throughout Indonesia, who were selected by stratified random sampling with 525 respondents based on their age. Data was collected by questionnaire survey with analysis using Partial Least Square (PLS) – Structural Equation Modelling (SEM). Results. The results of this study show that variables such as the sustainability motive, health consciousness, and subjective norm have a significant impact on such behaviour. Subjective norms, perceived behaviour control, and perceived risk influence consumer intention. Attitude can mediate the relationship between sustainability motive, consumer intention, and consumer behaviour. Attitude can also mediate subjective norms with consumer intention and behaviour. This shows that attitude strongly influences consumer habits when choosing Rojolele Srinuk rice. Consumer intention can mediate perceived behaviour control, perceived risk, and attitude towards consumer behaviour, which can significantly affect these relationship. Originality / scientific novelty. This research is necessary because, despite the popularity of Rojolele Srinuk rice, very little is known about this variety and the reasons why consumers choose it. This study uses the TPB approach, commonly used to analyse consumer behaviour from various previous studies. However, in this study, the aspect of planned behaviour, in theory, becomes a mediation effect, namely attitude and intention. This study adds sustainability motives, health consciousness, and risk perception variables that can affect consumer behaviour. Risk perception is a new concept that, in this study, includes health, financial, social, functional, and safety risks, which did not exist in previous studies combining other variables. Practical value / implications. The results of this study will be a recommendation for the Klaten Regency government regarding the development of Rojolele Srinuk rice cultivation in the future, because it is a local variety native from Klaten through farmer assistance, guaranteed selling prices, and product promotion. According to the study, Rojolele Srinuk rice is in high demand, and most buyers purchase it repeatedly, so the need to expand the area under cultivation will grow.

This study determined the factors that influenced purchase intention of young consumers in the BPO industry specifically on organic local food. The participants were 18-30 years old in selected cities in the National Capital Region (NCR). The study applied the Theory of Planned Behavior (TPB) and Self-Determination Theory (SDT) as its theoretical framework wherein the researcher extended the TPB by adding (1) value for money and willingness to pay (VM-WP); and (2) consciousness and environmental knowledge (CEK). Purposive sampling method was used in the selection of 5 participants for the in-depth interview which was based on the total sample size of 725 who responded on the online survey using stratified random sampling. Quantitative data were analyzed using PLS-SEM model and Spearman correlation analysis in support of the qualitative data. The findings of the study showed that young consumers in the BPO industry considered purchase intention as an important factor towards green purchasing. The integration of the two theories identified the influence of each factors, the additional variables: VM-WP and CEK has a positive and significant influence towards purchase intention however showed a weak coefficient value. Lastly, young consumers viewed environmental concern, health, and social responsibility as key points why it is essential to practice this mode of purchasing. Keywords: BPO Industry; Green Purchasing; Organic Local Food; Purchase Intention; Self-determination Theory; Theory of Planned Behavior; Young Consumers.

PurposeThis study aims to examine the direct and indirect influence of electronic word of mouth (eWOM) on green cosmetics purchase intention of young Vietnamese female consumers through health concern, environmental concern and the theory of planned behavior (TPB) factors.Design/methodology/approachData were collected from a survey of Vietnamese young female consumers that were analyzed using a partial least squares structural equation modeling.FindingsThe results reveal that eWOM has a direct effect on consumers’ purchase intention of green cosmetics. Among TPB factors, attitude was a greater influential predictor of purchase intention than subjective norms. However, the influence of perceived behavioral control on purchase intention was not supported. There were significant indirect effects of eWOM on purchase intention through the mediation of health concern, environmental concern and attitude.Practical implicationsTherefore, the findings of this study are relevant for marketers and managers as they provide valuable insights into understanding the motivational factors of consumers’ green cosmetics purchase intention. The results highlighted that eWOM could increase young female consumers’ environmental concern and health concern, which, in turn, influence a positive attitude toward green cosmetics. Hence, eWOM is a powerful vehicle for environmental and health messages; also, it can be an important channel of sensitization toward environmental and health issues and motivation of proenvironmental behavior and healthy lifestyle.Originality/valueThe study contributed to the literature by confirming the utility of the TPB model in predicting young women’s green cosmetics purchases in the context of Vietnam, an emerging market, which has largely been overlooked in the literature. The findings show that eWOM has a direct influence on green cosmetics purchase intentions of young Vietnamese female consumers and indirectly eWOM through health concern, environmental concern and two TPB factors (attitude and subjective norms).

This research aims to inspect the concept of the Theory of Planned Behavior (TPB) on organic rice consumption in Indonesia. This study uses a positivism research paradigm with a quantitative approach. The research sample includes families who consume organic rice in Indonesia. As many as 250 people. The analysis device used is Structural Equation Modeling (SEM), which operated through the AMOS v 24.0 program. The outcomes of this research are: (1) Knowledge of organic rice and income has a substantial effect on the attitude of organic rice consumption; (2) Income does not affect the intention to consume organic rice; (3) Income does not affect consumption behavior of organic rice; (4) The attitude of organic rice consumption has a significant effect on the intention to consume organic rice; (5) Subjective norms take a significant impact on intention to consume organic rice; (6) The choice to consume organic rice has a substantial effect on the consumption behavior of organic rice; (7) There is an indirect effect of knowledge about organic rice on organic rice consumption behavior with organic rice consumption attitude and organic rice consumption intention as mediating variables; (8) Income has a substantial effect on organic rice consumption behavior by mediating the attitude of organic rice consumption and intention to consume organic rice; (9) Subjective norms have an indirect effect on organic rice consumption behavior with the intention of consuming organic rice as a mediation. This study can be used in TPB modification by adding to the constructs of knowledge and income as factors that influence attitudes. In this study, payment does not directly affect the intention and consumption behavior of organic assuming. Keywords: organic rice, attitudes, consumption intention, consumption behavior, subjective norms, knowledge and income DOI: 10.7176/EJBM/12-30-07 Publication date: October 31 st 2020

As Malaysia moves towards more sustainable food practices, organic food consumption has gained traction, especially among young adults. This study discusses the factors that have been found to be most significant in determining the intentions of young adults to consume organic food. The model is based on the Theory of Planned Behavior (TPB) but adds two more constructs to this framework, health consciousness and environmental concern, to explain more about the behavior. The online survey in Malaysia included Sabah and Sarawak (n = 324) was employed to gather the data based on a purposive sampling method and analysed via Partial Least Squares Structural Equation Modeling (PLS-SEM). Here, the outcomes reveal that attitude, perceived behavioral control, health consciousness, and environmental concern significantly predict intention to consume organic food, with health consciousness emerging as the strongest determinant. However, subjective norms were found to be statistically insignificant in shaping intention. These results underscore the relevance of personal health orientation and environmental values in driving organic food choices among Malaysian youth, while suggesting a diminishing role of social influence. The study offers valuable implications for policymakers, marketers, and organic food producers in crafting effective strategies that align with health-driven and eco-conscious consumer motivations.