Predictors of the intention to purchase organic food in the Brazilian context
Abstract
This study used an extended model from the Theory of Planned Behavior (TPB) in order to explain the intention to purchase organic food (IPOF). In addition to the three TPB constructs, attitudes, subjective norms and perceived behavioral control, the following were included in the model: positive moral norms, negative moral norms and descriptive norms. The adequacy of the model was assessed via structural equation modeling. This survey study used online data collection and non-probabilistic sampling. Participants were 705 Brazilian consumers, over 18 years of age, responsible or partially responsible for the food purchases of their homes. In order of effect size, perceived behavioral control, attitudes and negative moral norms were predictors of the IPOF. The subjective norms, descriptive norms and positive moral norms had no relevant effect as predictors of the IPOF. In the discussions, theoretical and practical implications, limitations of the study and possibilities for future studies are presented.
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