Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior

By V. Carfora, C. Cavallo, D. Caso, T. D. Giudice, B. D. Devitiis, R. Viscecchia, G. Nardone, G. Cicia. Food Quality and Preference, 2019

339 citations recorded by the source corpus.

Abstract The present study aimed to investigate, from a psychological perspective, the elements that are able to predict attitudes to, and purchases of, organic products. Our specific focus was organic milk due to the reputation established by this product over the years, especially thanks to sales by large retailers. The analysis was performed within the theoretical framework of the Theory of Planned Behavior, which was extended to include trust in supply chain actors and self-identity of the consumers in question as “green consumers”. A large sample of Italian consumers (n = 1509) was interviewed in two stages in order to obtain data regarding both intentions and actual behavior in respect of organic milk purchase. Our results suggest that TPB is, indeed, a predictive model for explaining organic milk purchase intentions and behavior. Furthermore, it can be successfully extended to elements such as self-identity and trust. Yet among all the dimensions of trust in the different actors of the supply chain, only trust in farmers was supported by our results. Therefore, campaigns aimed at fostering trust in farmers could reinforce the position of this food category when required.

Subfields: Marketing, Plant Science

View Paper: https://www.semanticscholar.org/paper/00b34b478111a26da7b79a4e1eb60fa998b0b8b5

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Citations in the corpus

Predicting the revisit intention of volunteer tourists using the merged model between the theory of planned behavior and norm activation model (2020, background): “It is important to note that recent empirical studies found that although attitude exhibited a significant effect of attitude on green consumption, its predictive power is weakest compared with subjective norm and perceived behavioral control (Carfora et al., 2019; Juschten et al., 2019).”
The Role of Trust in Mitigating Perceived Threat, Fear, and Travel Avoidance after a Pandemic Outbreak: A Multigroup Analysis (2021, background): “Abundant literature has highlighted the positive relationship between trust in government and public compliance with policies and restrictions, such as taxpaying (Scholz and Lubell 1998), environment protection (Jin and Shriar 2013), organic purchases (Carfora et al. 2019), and community development”