Title: Understanding organic food purchase behaviour: using the extended theory of planned behaviour

Authors: Darryn Kin Yan Chiew; Dalilawati Zainal; Sayema Sultana

Addresses: Lotuss Stores (Malaysia) Sdn Bhd, Bandar Menjalara, 52200 Kuala Lumpur, Malaysia ' Department of Accounting, Faculty of Business and Accountancy, University of Malaya, 50603 Kuala Lumpur, Malaysia ' Saif Kashem & Co. Chartered Accountants, 104 Agrabad Commercial Area, Chittagong, Bangladesh

Abstract: Organic food consumption is gaining attention following greater consumer awareness of health and environmental issues. This study examined the factors influencing organic food purchase behaviour in one developing country, namely Malaysia. Responses from 321 questionnaire respondents, derived from convenience sampling, were analysed. Based on the extended theory of planned behaviour (TPB), the results of the study show a significant influence of attitude towards organic food, perceived behavioural control (PCB), knowledge of organic food, and eco-labelling in predicting the organic food purchase intention, thus the actual purchase behaviour. This study addresses the 'intention-behaviour gap' and signifies the importance of contextual factors in understanding organic food purchase behaviour in a specific country. Organic food retailers need to implement strategies that promote purchase behaviour by disseminating useful information about the benefits of organic food consumption to consumers and placing eco-labels on organic food packaging in order to support sustainable food consumption.

Keywords: organic; theory of planned behaviour; TPB; promotions; knowledge; behaviour.

DOI: 10.1504/IJBIR.2023.131433

International Journal of Business Innovation and Research, 2023 Vol.31 No.2, pp.268 - 294

Received: 15 Dec 2020
Accepted: 28 Feb 2021
Published online: 13 Jun 2023 *

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