A study of organic food consumption behavior using the decomposed theory of planned behavior

Organic food is an achievement of agricultural scientific and technological innovations, in order to ensure the application of agricultural science and technology and innovation from organic agricultural producers and participants benefit. This study employed the decomposed theory of planned behavior to analyze the antecedent factors that influence consumer purchase of organic food by deconstruction of the constructs related to attitude, the subjective norm, and the perceived behavioral control. Based on these influencing effects, the study aimed to provide marketing suggestions to popularize organic food. In total, 441 effective questionnaires were collected. The data was analyzed using the structural equation model. The study results indicate that consumers with ethical consciousness will consider environmental protection when they make food purchasing decisions, and have a comparatively positive attitude towards the purchase of organic food. One of the main motives for purchasing organic food is the requirement that food ingredients are safe and natural. Additionally, with respect to external influences, consumers tend to trust information delivered by TV media, experts, and Internet word-of-mouth. Nonetheless, consumers with high or low involvement obviously have significant differences in the relationships between facilitating conditions and perceived behavioral control. Therefore, intensifying the environmental resources of organic food will enhance the purchasing intention of consumers who have low involvement.