The Influence of Environmental Education on Consumers’ Purchase Intention Toward Organic Agricultural Products

This study applies the Theory of Planned Behavior (TPB) to examine how environmental education affects consumers’ willingness to purchase organic agricultural products. A questionnaire survey of 266 participants in Tainan City, Taiwan, provided the data for analysis using structural equation modeling (SEM). The results show that attitude, subjective norms, and perceived behavioral control each have a significant and positive influence on behavioral intention. Among these, attitude has the strongest impact, suggesting that favorable evaluations of organic products and greater environmental awareness are key factors shaping consumers’ willingness to buy them. Based on these findings, several practical implications are proposed. Public agencies and schools may strengthen environmental education programs to cultivate sustainable consumption habits. Businesses should emphasize transparent information and credible green marketing to increase consumer trust. In addition, policy support, such as financial incentives or better market access, could reduce barriers to purchasing organic products and promote more sustainable consumer behavior.  JEL classification numbers: Q13, Q56, D12.