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Modelling Theory of Planned Behavior on Health Concern and Health Knowledge towards Purchase Intention on Organic Products

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  • Chomsaeank Photcharoen
  • Rebecca Chung
  • Raksmey Sann

Abstract

Organic products have been gaining popularity among consumers worldwide due to the environmental and health benefits they are associated with. As a result of this trend, organic industries have been flourishing and have been able to expand into a variety of consumer product/service categories. Looking to explore purchasing behavior related organic coconut cosmetic products, this study attempted to apply the theory of planned behavior (TPB), which is a method of predicting consumer behavior that has been used extensively in a variety of research areas in recent years. Based upon the literature review, an extended TPB model that incorporates health concerns and health knowledge, in addition to attitude, subjective norms and perceived behavior control was examined in this study. For the data collection, an online survey was issued to residents of Bangkok, Thailand; with a total of 613 respondents retuning the questionnaires. Structural equation modeling (SEM) was employed to analyze the data using SPSS AMOS 24. The results showed that attitude, subjective norms, perceived behavior control and health concerns positively affect purchase intention; however, health knowledge did not influence purchase intentions related to the organic coconut cosmetic products. Similar to the findings in most extant literature, attitude was found to exert the most influence on the purchase behavior in this study.

Suggested Citation

  • Chomsaeank Photcharoen & Rebecca Chung & Raksmey Sann, 2020. "Modelling Theory of Planned Behavior on Health Concern and Health Knowledge towards Purchase Intention on Organic Products," International Business Research, Canadian Center of Science and Education, vol. 13(8), pages 100-100, August.
    • Handle: RePEc:ibn:ibrjnl:v:13:y:2020:i:8:p:100
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
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    Cited by:

    1. Najla Gonzaga Ribeiro & Edar Silva Añaña & Belem Barbosa, 2022. "The Influence of Human Values, Environmental Awareness, and Attitudes on the Intention to Purchase Cannabis-Based Skincare Cosmetics," Sustainability, MDPI, vol. 14(16), pages 1-15, August.
    2. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.
    4. Cindy G Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2021. ""Not tested on animals": How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?," Post-Print hal-03379593, HAL.
    5. José Magano & Manuel Au-Yong-Oliveira & Bruna Ferreira & Ângela Leite, 2022. "A Cross-Sectional Study on Ethical Buyer Behavior towards Cruelty-Free Cosmetics: What Consequences for Female Leadership Practices?," Sustainability, MDPI, vol. 14(13), pages 1-15, June.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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