Determinants of organic food purchases intention: the application of an extended theory of planned behaviour
organic food purchases intention
Abstract
This investigated the application of the extended theory of planned behavior (TPB) to determine Iranian students’ intention to purchase organic food products. The statistical population comprised all students in the field of agriculture sciences at Mohaghegh Ardabili University, Ardabil, Iran. Data were collected from 340 participants. The research instrument was a questionnaire developed through a comprehensive literature study. The content validity of the instrument was ascertained by a panel of university professors and its reliability by Cronbach’s alpha. Data were analyzed using SPSS v22 and LISREL8.80 software packages. The results of the structural equations model (SEM) showed that the variables of attitude, subjective norms, perceived behavioral control, moral norms, health consciousness, and environmental concern could account for 86 percent of the variance of students’ intention to purchase organic products. In addition, results revealed that environmental concern and health consciousness highly influenced (41 percent) attitude towards organic food products. Based on the results recommendations are made.
References
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Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., and Shepherd, R., 2008. Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behaviour. Appetite, 50(2): 443-454.
Bondori, A., Bagheri, A., Allahyari, M.S. and Damalas, C.A., 2019. Pesticide waste disposal among farmers of Moghan region of Iran: current trends and determinants of behavior. Environmental monitoring Monitoring and Assessment, 191(1): 30.
Bondori, A., Bagheri, A., Allahyari, M.S. and Damalas, C.A., 2018. Use of personal protective equipment towards pesticide exposure: Farmers' attitudes and determinants of behavior. Science of the Total Environment, 639:1156-1163.
Bondori, A., Bagheri, A., Sookhtanlou, M., Allahyari, M.S. and Damalas, C.A., 2018. Pesticide use in cereal production in Moghan Plain, Iran: Risk knowledge and farmers’ attitudes. Crop Protection, 110:117-124.
Burton, R.J., 2004. Reconceptualising the behavioural approach in agricultural studies: a socio-psychological perspective. Journal of Rural Studies, 20(3): 359-371.
Byrne, B.M., 2013. Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications, and programming. Psychology Press.
Chen, M. F., 2007, Consumer attitudes and purchase intentions in relation to organic foods in taiwan: moderating effects of food-related personality traits. Food Quality and Preference, 18(7): 1008-1021.
Cochran, W. G., 1977, Sampling techniques, New York: JohnWiley. Cochran Sampling Techniques1977.
De Leeuw, A., Valois, P., Ajzen, I., and Schmidt, P., 2015. Using the theory of planned behavior to identify key beliefs underlying pro-environmental behavior in high-school students: implications for educational interventions. Journal of Environmental Psychology, 42: 128-138.
Ghorbani, M., Koucheki, A., Rajabzadeh, M., and Mansouri, H., 2014. The study of willingness to accept of Khorasan Razavi Province farmers to produce greenhouse organic cucumber. Agricultural Economics & Development, 28 (2): 149-156. (In Persian with an English Abstract)
Giles, D.C., 2002. Keeping the public in their place: audience participation in lifestyle television programming. Discourse and Society, 13(5): 603-628.
Haghjou, M., Hayati, B., Pishbahar, E., Mohammadrezaei, R., and Dashti, G., 2013. Factors affecting consumers’ potential willingness to pay for organic food products in Iran: Case study of Tabriz. Journal of Agricultural Science and Technology, 15(2): 191-202.
Haji Sharafi, G., and Shokouhfar, A., 2009. Replacement of sugarcane herbicides to reduce chemical pesticide use and optimally use agricultural inputs in sugarcane farms of Khuzestan province. Crop Physiology Journal, 1 (1): 1-9. (In Persian)
Jöreskog, K.G. and Sörbom, D., 1996. LISREL 8: User's reference guide. Scientific Software International.
Kaiser, F.G. and Scheuthle, H., 2003. Two challenges to a moral extension of the theory of planned behavior: moral norms and just world beliefs in conservationism. Personality and Individual Differences, 35(5): 1033-1048.
Karimy, M., Niknami, S., Heidarnia, A., and Hajizadeh, E., 2012. Psychometric properties of a theory of planned behavior questionnaire for tobacco use in male adolescents. Journal of Sabzevar University of Medical Sciences, 19 (2): 190-197. (In Persian with an English Abstract)
Khosravipour, S., and Tohidfar, M., 2015. Reduction of applied pesticides and cancer with the cultivation of transgenic crops. Genetic Engineering and Biosafety Journal, 4 (1): 1-10. (In Persian with an English Abstract)
Koocheki, A., Mansori, H., Ghorbani, M., and Rajabzadeh, M., 2013. Evaluation of factors affecting willingness to use of organic products in Mashhad County. Agricultural Extension & Development, 27 (3): 188-194. (In Persian with an English Abstract)
Michaelidou, N., and Hassan, L. M., 2008. The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer studiesStudies, 32(2): 163-170.
Mojaradi, G., Gholbaz, S., and Ataei, H., 2014. Analysis of deterrent and facilitating factors on organic farming adoption as perceived by Zanjan Jihad Agricultural experts’ viewpoint. Iranian Agricultural Extension and Education Journal, 10 (2): 1-15. (In Persian with an English Abstract)
Monfared, N., Yazdanpanah, M. and Tavakoli, K., 2015. Why do they continue to use pesticides? The case of tomato growers in Boushehr Province in Southern Iran. Journal of Agricultural Science and Technology, 17(3): 577-588.
Mousavi, M., Khosravipour, B., and Sorkhi, A., 2015. Identify factors affecting on attitude of vegetable growers at Bavi City in Khuzestan province towards organic farming. Rural Development Strategies, 1 (4): 105-118. (In Persian)
Paul, J., Modi, A., and Patel, J., 2016, Predicting green green product product consumption consumption using using theory theory of planned planned behavior behavior and reasoned reasoned actionaction. Journal of Retailing and Consumer Services, 29: 123-134.
Ping, R.A., 2004. On assuring valid measures for theoretical models using survey data. Journal of Business Research, 57(2):125-141.
Power, E.F., Kelly, D.L. and Stout, J.C., 2013. Impacts of organic and conventional dairy farmer attitude, behaviour and knowledge on farm biodiversity in Ireland. Journal for nature conservation, 21(5): 272-278.
Rahimnia; F., Nosrati; S., and Eslami, Gh., 2017. Effect of environmental concern on environmental products purchase with the mediating role of learning strategies. Journal of Environmental Education and Sustainable Development, 5(3): 121-135.
Sabzehei; M. T., Gholipoor; S., and Adinevand, M., 2016. A survey of the relationship between environmental awareness, attitude and pro-environmental behavior of female students at Qom University. Journal of Environmental Education and Sustainable Development, 4(4):5-16 .
Sandoghi, A., and Raheli, H., 2017. Extending the model of planned behavior to predict the intention of producing organic products among Isfahan cucumber greenhouse owners by Moral moral norm variable. Iranian Journal of Agricultural Economics and Development, 47-2 (4): 961-974.
Shams, H., and Najafabadi, A., 2014. Affecting factors on consumption' attitudes of organic agricultural products in Tehran. Agricultural Extension and Education Research, 7 (26): 51-62. (In Persian with an English Abstract)
Smith, S., and Paladino, A., 2010. Eating clean and green? investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal, 18(2): 93-104.
Sobhani, S., Jamshidi, O., and Norouzi, A., 2018. Students' intention towards organic foods purchase: Application of the extended theory of planned behavior. Journal of Environmental Education and Sustainable Development, 7 (1): 49-62. (In Persian with an English Abstract)
Tarkiainen, A. and Sundqvist, S., 2005. Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11): 808-822.
Vermeir, I., and Verbeke, W., 2008. Sustainable food consumption among young adults in Belgium: theory of planned behaviour and the role of confidence and values. Ecological Economic, 64 (3):542-553.
Voon, J. P., Ngui, K. S., and Agrawal, A., 2011. Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International Food and Agribusiness Management Review, 14(2): 103-120.
Yadav, R., and Pathak, G. S., 2016. Intention to purchase organic food among young consumers: evidences from a developing nation. Appetite, 96: 122-128.
Yadav, R., and Pathak, G. S., 2016. Young consumers' intention towards buying green products in a developing nation: extending the theory of planned behavior. Journal of Cleaner Production, 135: 732-739.
Yazdanpanah, M. and Forouzani, M., 2015. Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107: 342-352.
Yazdanpanah, M., and Hasheminezhad, A., 2016. Determine factors that influenced students' intention regarding consumption of organic product: Comparison of the theory of planned behaviour and health belief model. Iranian Journal of Agricultural Economics and Development Research, 46 (4): 817-831. (In Persian)
Yazdanpanah, M., Forouzani, M., and Hojjati, M., 2015. The willingness of Iranian young adults to eat organic foods: Application of the Health Belief Model. Food Quality and Preference, 41: 75-83.
Zagata, L., 2012. Consumers’ beliefs and behavioral intentions towards organic food. Evidence from the Czech Republic. Appetite, 59(1): 81-89.
Ajzen, I., 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2): 179-211.
Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., and Shepherd, R., 2008. Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behaviour. Appetite, 50(2): 443-454.
Bondori, A., Bagheri, A., Allahyari, M.S. and Damalas, C.A., 2019. Pesticide waste disposal among farmers of Moghan region of Iran: current trends and determinants of behavior. Environmental monitoring Monitoring and Assessment, 191(1): 30.
Bondori, A., Bagheri, A., Allahyari, M.S. and Damalas, C.A., 2018. Use of personal protective equipment towards pesticide exposure: Farmers' attitudes and determinants of behavior. Science of the Total Environment, 639:1156-1163.
Bondori, A., Bagheri, A., Sookhtanlou, M., Allahyari, M.S. and Damalas, C.A., 2018. Pesticide use in cereal production in Moghan Plain, Iran: Risk knowledge and farmers’ attitudes. Crop Protection, 110:117-124.
Burton, R.J., 2004. Reconceptualising the behavioural approach in agricultural studies: a socio-psychological perspective. Journal of Rural Studies, 20(3): 359-371.
Byrne, B.M., 2013. Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications, and programming. Psychology Press.
Chen, M. F., 2007, Consumer attitudes and purchase intentions in relation to organic foods in taiwan: moderating effects of food-related personality traits. Food Quality and Preference, 18(7): 1008-1021.
Cochran, W. G., 1977, Sampling techniques, New York: JohnWiley. Cochran Sampling Techniques1977.
De Leeuw, A., Valois, P., Ajzen, I., and Schmidt, P., 2015. Using the theory of planned behavior to identify key beliefs underlying pro-environmental behavior in high-school students: implications for educational interventions. Journal of Environmental Psychology, 42: 128-138.
Ghorbani, M., Koucheki, A., Rajabzadeh, M., and Mansouri, H., 2014. The study of willingness to accept of Khorasan Razavi Province farmers to produce greenhouse organic cucumber. Agricultural Economics & Development, 28 (2): 149-156. (In Persian with an English Abstract)
Giles, D.C., 2002. Keeping the public in their place: audience participation in lifestyle television programming. Discourse and Society, 13(5): 603-628.
Haghjou, M., Hayati, B., Pishbahar, E., Mohammadrezaei, R., and Dashti, G., 2013. Factors affecting consumers’ potential willingness to pay for organic food products in Iran: Case study of Tabriz. Journal of Agricultural Science and Technology, 15(2): 191-202.
Haji Sharafi, G., and Shokouhfar, A., 2009. Replacement of sugarcane herbicides to reduce chemical pesticide use and optimally use agricultural inputs in sugarcane farms of Khuzestan province. Crop Physiology Journal, 1 (1): 1-9. (In Persian)
Jöreskog, K.G. and Sörbom, D., 1996. LISREL 8: User's reference guide. Scientific Software International.
Kaiser, F.G. and Scheuthle, H., 2003. Two challenges to a moral extension of the theory of planned behavior: moral norms and just world beliefs in conservationism. Personality and Individual Differences, 35(5): 1033-1048.
Karimy, M., Niknami, S., Heidarnia, A., and Hajizadeh, E., 2012. Psychometric properties of a theory of planned behavior questionnaire for tobacco use in male adolescents. Journal of Sabzevar University of Medical Sciences, 19 (2): 190-197. (In Persian with an English Abstract)
Khosravipour, S., and Tohidfar, M., 2015. Reduction of applied pesticides and cancer with the cultivation of transgenic crops. Genetic Engineering and Biosafety Journal, 4 (1): 1-10. (In Persian with an English Abstract)
Koocheki, A., Mansori, H., Ghorbani, M., and Rajabzadeh, M., 2013. Evaluation of factors affecting willingness to use of organic products in Mashhad County. Agricultural Extension & Development, 27 (3): 188-194. (In Persian with an English Abstract)
Michaelidou, N., and Hassan, L. M., 2008. The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer studiesStudies, 32(2): 163-170.
Mojaradi, G., Gholbaz, S., and Ataei, H., 2014. Analysis of deterrent and facilitating factors on organic farming adoption as perceived by Zanjan Jihad Agricultural experts’ viewpoint. Iranian Agricultural Extension and Education Journal, 10 (2): 1-15. (In Persian with an English Abstract)
Monfared, N., Yazdanpanah, M. and Tavakoli, K., 2015. Why do they continue to use pesticides? The case of tomato growers in Boushehr Province in Southern Iran. Journal of Agricultural Science and Technology, 17(3): 577-588.
Mousavi, M., Khosravipour, B., and Sorkhi, A., 2015. Identify factors affecting on attitude of vegetable growers at Bavi City in Khuzestan province towards organic farming. Rural Development Strategies, 1 (4): 105-118. (In Persian)
Paul, J., Modi, A., and Patel, J., 2016, Predicting green green product product consumption consumption using using theory theory of planned planned behavior behavior and reasoned reasoned actionaction. Journal of Retailing and Consumer Services, 29: 123-134.
Ping, R.A., 2004. On assuring valid measures for theoretical models using survey data. Journal of Business Research, 57(2):125-141.
Power, E.F., Kelly, D.L. and Stout, J.C., 2013. Impacts of organic and conventional dairy farmer attitude, behaviour and knowledge on farm biodiversity in Ireland. Journal for nature conservation, 21(5): 272-278.
Rahimnia; F., Nosrati; S., and Eslami, Gh., 2017. Effect of environmental concern on environmental products purchase with the mediating role of learning strategies. Journal of Environmental Education and Sustainable Development, 5(3): 121-135.
Sabzehei; M. T., Gholipoor; S., and Adinevand, M., 2016. A survey of the relationship between environmental awareness, attitude and pro-environmental behavior of female students at Qom University. Journal of Environmental Education and Sustainable Development, 4(4):5-16 .
Sandoghi, A., and Raheli, H., 2017. Extending the model of planned behavior to predict the intention of producing organic products among Isfahan cucumber greenhouse owners by Moral moral norm variable. Iranian Journal of Agricultural Economics and Development, 47-2 (4): 961-974.
Shams, H., and Najafabadi, A., 2014. Affecting factors on consumption' attitudes of organic agricultural products in Tehran. Agricultural Extension and Education Research, 7 (26): 51-62. (In Persian with an English Abstract)
Smith, S., and Paladino, A., 2010. Eating clean and green? investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal, 18(2): 93-104.
Sobhani, S., Jamshidi, O., and Norouzi, A., 2018. Students' intention towards organic foods purchase: Application of the extended theory of planned behavior. Journal of Environmental Education and Sustainable Development, 7 (1): 49-62. (In Persian with an English Abstract)
Tarkiainen, A. and Sundqvist, S., 2005. Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11): 808-822.
Vermeir, I., and Verbeke, W., 2008. Sustainable food consumption among young adults in Belgium: theory of planned behaviour and the role of confidence and values. Ecological Economic, 64 (3):542-553.
Voon, J. P., Ngui, K. S., and Agrawal, A., 2011. Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International Food and Agribusiness Management Review, 14(2): 103-120.
Yadav, R., and Pathak, G. S., 2016. Intention to purchase organic food among young consumers: evidences from a developing nation. Appetite, 96: 122-128.
Yadav, R., and Pathak, G. S., 2016. Young consumers' intention towards buying green products in a developing nation: extending the theory of planned behavior. Journal of Cleaner Production, 135: 732-739.
Yazdanpanah, M. and Forouzani, M., 2015. Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107: 342-352.
Yazdanpanah, M., and Hasheminezhad, A., 2016. Determine factors that influenced students' intention regarding consumption of organic product: Comparison of the theory of planned behaviour and health belief model. Iranian Journal of Agricultural Economics and Development Research, 46 (4): 817-831. (In Persian)
Yazdanpanah, M., Forouzani, M., and Hojjati, M., 2015. The willingness of Iranian young adults to eat organic foods: Application of the Health Belief Model. Food Quality and Preference, 41: 75-83.
Zagata, L., 2012. Consumers’ beliefs and behavioral intentions towards organic food. Evidence from the Czech Republic. Appetite, 59(1): 81-89.
Published
2021-02-18
How to Cite
Imani , B., Allahyari, M. S., Bondori , A., Surujlal, J., & Sawicka, B. (2021). Determinants of organic food purchases intention: the application of an extended theory of planned behaviour: organic food purchases intention. Future of Food: Journal on Food, Agriculture and Society, 9(1). Retrieved from https://www.thefutureoffoodjournal.com/index.php/FOFJ/article/view/307
Section
Research Articles
