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Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness

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  • Naveed Ahmed
  • Cai Li
  • Asadullah Khan
  • Sikandar Ali Qalati
  • Shumaila Naz
  • Faisal Rana

Abstract

This study aims to propose an extended model of the theory of planned behavior (TPB) which helps us to investigate young Chinese consumers from college and university, and who are aged 18 to 30 years, on purchase intention for organic food. Using a sample of 515, analyses were done using structural equation modeling. The findings indicated that attitude (A), subjective norms (SNs), and perceived behavioral control (PBC) have positive effects on the purchase intention of young consumers for organic food. Moreover, attitude has a positive effect on environmental concerns (EC). Furthermore, EC has a positive effect on young consumers’ purchase intentions for organic food. Findings indicated that EC positively mediates the association between attitude and young consumers’ purchase intentions for organic food. More importantly, the relationship between all latent variables (A, SNs, PBC) and purchase intention by young consumers is positively moderated by environmental awareness.

Suggested Citation

  • Naveed Ahmed & Cai Li & Asadullah Khan & Sikandar Ali Qalati & Shumaila Naz & Faisal Rana, 2021. "Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 64(5), pages 796-822, April.
    • Handle: RePEc:taf:jenpmg:v:64:y:2021:i:5:p:796-822
    DOI: 10.1080/09640568.2020.1785404
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    Cited by:

    1. Hafiza Sobia Tufail & Rana Muhammad Shahid Yaqub & Amnah Mohammed Alsuhaibani & Sidra Ramzan & Ahmad Usman Shahid & Moamen S. Refat, 2022. "Consumers’ Purchase Intention of Suboptimal Food Using Behavioral Reasoning Theory: A Food Waste Reduction Strategy," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    2. Zhicheng Zeng & Wenjun Zhong & Shumaila Naz, 2023. "Can Environmental Knowledge and Risk Perception Make a Difference? The Role of Environmental Concern and Pro-Environmental Behavior in Fostering Sustainable Consumption Behavior," Sustainability, MDPI, vol. 15(6), pages 1-23, March.
    3. Brigitta Plasek & Zoltán Lakner & Ágoston Temesi, 2022. "Environmental, Health or Social Impacts? Investigating Ethical Food Consumption Behavior in the Case of Palm Oil-Free Foods," Sustainability, MDPI, vol. 14(15), pages 1-12, August.
    4. Sanjoy Kumar Roy & Amena Khatun, 2024. "Influencing factors for ready-to-cook food purchase intentions: a two-stage approach," SN Business & Economics, Springer, vol. 4(1), pages 1-31, January.
    5. Lei Chen & Sheema Matloob & Yang Sunlei & Sikandar Ali Qalati & Ali Raza & Mónica Lorena Sánchez Limón, 2023. "A Moderated–Mediated Model for Eco-Conscious Consumer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-20, January.
    6. Johannes Schrank & Aphinya Hanchai & Sahapob Thongsalab & Narakorn Sawaddee & Kirana Chanrattanagorn & Chavis Ketkaew, 2023. "Factors of Food Waste Reduction Underlying the Extended Theory of Planned Behavior: A Study of Consumer Behavior towards the Intention to Reduce Food Waste," Resources, MDPI, vol. 12(8), pages 1-17, August.
    7. Shen Li, 2023. "Investigating the Influence of Factors on Attitude Towards Organic Food," Energy Technologies and Environment, Anser Press, vol. 1(1), pages 21-49, July.
    8. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    9. Jorge Alberto Esponda Perez & Faisal Ejaz & Sarmad Ejaz, 2023. "Green Transformational Leadership, GHRM, and Proenvironmental Behavior: An Effectual Drive to Environmental Performances of Small- and Medium-Sized Enterprises," Sustainability, MDPI, vol. 15(5), pages 1-17, March.
    10. Mostafa Fawzy Zayed & Hazem Rasheed Gaber & Nermine El Essawi, 2022. "Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    11. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    12. Md. Monirul Islam & Fathema Farjana Hani, 2021. "Hopes and reality: consumers’ purchase intention towards whitening cream," Future Business Journal, Springer, vol. 7(1), pages 1-12, December.
    13. Adu-Gyamfi, Gibbson & Song, Huaming & Obuobi, Bright & Nketiah, Emmanuel & Wang, Hong & Cudjoe, Dan, 2022. "Who will adopt? Investigating the adoption intention for battery swap technology for electric vehicles," Renewable and Sustainable Energy Reviews, Elsevier, vol. 156(C).
    14. Ulph, Alistair & Panzone, Luca & Hilton, Denis, 2023. "Do rational people sometimes act irrationally? A dynamic self-regulation model of sustainable consumer behavior," Economic Modelling, Elsevier, vol. 126(C).
    15. Hafiza Sobia Tufail & Rana Muhammad Shahid Yaqub & Sidra Ramzan & Fahad Javed Baig, 2022. "To Buy Or Not To Buy? Consumers’ Purchase Intention Toward Suboptimal Food In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 11(2), pages 93-103, June.
    16. Zhang, Dengjun & Xie, Yifan, 2022. "Customer environmental concerns and profit margin: Evidence from manufacturing firms," Journal of Economics and Business, Elsevier, vol. 120(C).
    17. Xiuting Wang & Idrees Waris & Muhammad Yaseen Bhutto & Haowei Sun & Irfan Hameed, 2022. "Green Initiatives and Environmental Concern Foster Environmental Sustainability: A Study Based on the Use of Reusable Drink Cups," IJERPH, MDPI, vol. 19(15), pages 1-16, July.
    18. Wen-Shin Huang & Cheng-Jhen Lee & Han-Shen Chen, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers," Sustainability, MDPI, vol. 14(21), pages 1-17, November.
    19. Mausam Budhathoki & Sujita Pandey, 2021. "Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    20. Sasichakorn Wongsaichia & Phaninee Naruetharadhol & Johannes Schrank & Premchai Phoomsom & Kanjakhon Sirisoonthonkul & Vorrapol Paiyasen & Sedthawut Srichaingwang & Chavis Ketkaew, 2022. "Influences of Green Eating Behaviors Underlying the Extended Theory of Planned Behavior: A Study of Market Segmentation and Purchase Intention," Sustainability, MDPI, vol. 14(13), pages 1-20, July.

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