Using the Theory of Planned Behavior to Examine Repeated Organic Food Purchasing: Evidence from an Online Survey

Date

2022-04-01

Author

Özdemir, Özlem
Dinç Cavlak, Özge

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This study investigated repeated organic food purchasing behavior among customers of a local farm. Differently from pre vious studies, which have mostly taken random individuals as their sample, this study had as its sample individuals who are already customers and who have purchased several times, or have at least demonstrated an intention to do so through mem bership. Therefore, by eliminating the motivational aspect of intention, the focus was on examining the intention-behavior gap. Specifically, this gap was tested for repeated purchases by incorporating food safety concern, health consciousness, trust, and organic food knowledge as background variables into the Theory of Planned Behavior model. Data were collected through an online survey from 594 local farm customers, and the responses were analyzed using structural equation modeling. The utility of the extended model is mainly confirmed by this study, and the predictive power of the model is improved com pared to the basic model. Lastly, intention and perceived behav ioral control mediates the relationship between trust and organic food purchasing behavior, and further, trust moderates the relationship between intention and self-reported organic food buying behavior

Subject Keywords

Organic food, Theory of planned behavior, Trust, Food safety concern, Health consciousness, Knowledge

URI

https://hdl.handle.net/11511/97270

Journal

Journal of International Food & Agribusiness Marketing

DOI

https://doi.org/10.1080/08974438.2022.2068102

Collections

Department of Business Administration, Article

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Citation Formats

Ö. Özdemir and Ö. Dinç Cavlak, “Using the Theory of Planned Behavior to Examine Repeated Organic Food Purchasing: Evidence from an Online Survey,” Journal of International Food & Agribusiness Marketing, vol. 34, no. 2, pp. 1–31, 2022, Accessed: 00, 2022. [Online]. Available: https://hdl.handle.net/11511/97270.