Testing an extended model of organic food purchasing behaviour

english

2018

volume 55, issue 1

Univerza v Ljubljani, Fakulteta za družbene vede
(Obvezni izvod spletne publikacije)

Using the modified theory of planned behaviour, this paper focuses on consumers' organic food purchasing behaviour. Consumers' subjective knowledge, their social comparison with significant others, and attitudes to organic fruit and vegetables are studied by the structural equation modelling method. In addition, consumers' perceived self-efficacy, intention to perform the behaviour in question, and the frequency of their purchasing decisions are examined. Most organic food studies have so far only focussed on intention, assuming that it will naturally transform into behaviour. On the contrary, this paper also considers consumers' purchasing decisions whose social comparison with significant others best predicts the intention to purchase those products. The research model's suggestion that both intention and perceived self-efficacy significantly predict purchasing frequency is confirmed.

13.11.2019