Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust

Abstract

This paper aims to investigate organic food consumption based on the perspectives of an extended research model by integrating the theory of consumption value (TCV) and the theory of reasoned action (TRA). First, we tried to find out how five consumption values of functional, social, emotional, conditional, and epistemic in classic TCV influence consumption choice especially in the sustainable consumption domain of organic food, interpreted as green perceived value (GPV) in the reflective-reflective second-order latent. Second, as an attempt to extend the classic TRA, this study included trust and perceived knowledge in the research model in addition to the subjective norm, attitude, and behavioral intention. A partial least square structural equation method (PLS-SEM) was adopted to examine our research model with 251 samples. Our results revealed that GPV significantly affects consumer attitudes. Consumer attitudes and subjective norms also have a significantly positive effect on purchase intention. As an extended TRA, GPV has a significantly positive effect on trust while trust significantly impacts purchase intention. Further, perceived knowledge positively influences attitude and trust. By jointly considering TCV and TRA, this study proposes several implications emphasizing how GPV and perceived knowledge affects consumers’ organic food consumption choice based on the role of increased trust.