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IJSTR >> Volume 6 - Issue 1, January 2017 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Developing An Extended Theory Of Planned Behavior Model To Investigate Consumers’ Consumption Behavior Toward Organic Food: A Case Study In Thailand

[Full Text]



Kamonthip Maichum, Surakiat Parichatnon, Ke-Chung Peng



consumption behavior, consumption intention, organic food, organic knowledge, structural equation modeling, theory of planned behavior



Organic foods are gaining popularity around the world and consumers of organic foods are on the rise. However, information on the consumer behavior towards purchasing organic foods in developing countries, such as Thailand, is lacking. In this study we develop an extended theory of planned behavior (TPB) research model that incorporates organic knowledge to investigate consumers' consumption intention and behavior towards organic food. We derived and examined the model through structural equation modeling (SEM) on a sample of 412 respondents in Thailand, representing 82.40% of the samples that were investigated. Our findings indicated that consumer attitude and perceived behavioral control significantly predicts consumption intention whereas subjective norm does not. Hence, consumption intention has a positive influence on organic food consumption behavior. Furthermore, our results suggest that TPB model mediates the relationship between organic knowledge and consumption behavior.



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