The positive role of labelling on consumers’ perceived behavioural control and intention to purchase organic food

By Robert Aitken, Leah Watkins, John R. Williams, A. Kean. 2020

216 citations recorded by the source corpus.

Abstract The consumption of organic food has increased dramatically in recent years in response to consumers’ concerns with issues related to health, well-being and the environment. However, further increases are restricted by a number of barriers, one of the most important of which is information. Using the Reasoned Action Approach (RAA), this study is the first to examine the role of product specific information (labelling) to understand the gap between consumer attitude and behavioural intention to purchase organic food products. Based on responses from 1,052 New Zealand consumers, analysis using structural equation modelling demonstrates that labelling plays an important role within the perceived behavioural control dimension of the RAA, as well as directly on attitudes, in influencing behavioural intention. The more that respondents agree that labelling is actionable, the more positive their attitude and sense of control, and hence intention and (self-reported) behaviour. These findings suggest that by improving labelling systems to include more actionable information, such as the health, environmental and societal benefits of products, consumers perceived behavioural control can be increased to strengthen intentions to purchase organic products.

Subfields: Management, Monitoring, Policy and Law, Marketing, Plant Science

View Paper: https://www.semanticscholar.org/paper/64658887e0631687e189ea3365418103962ac832

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management, Monitoring, Policy and Law

1. Amandeep Dhir
2. Shalini Talwar

In Marketing

1. Amandeep Dhir
2. Shalini Talwar
3. Puneet Kaur
4. Mototaka Sakashita
5. Mohd. Sadiq
6. Anushree Tandon

In Plant Science

1. Shalini Talwar
2. Amandeep Dhir
3. Anushree Tandon

Citations in the corpus

• Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan (2021, background): “For instance, Aitken et al. (2020) found that consumers' desire for labelling was significantly associated with their intentions to consume organic food.”
• Why do people buy organic food? The moderating role of environmental concerns and trust (2020, background): “dent variable that has been investigated which indicates enhanced emphasis on stated purchase intention (Aitken et al., 2020; Singh and Verma, 2017), attitude (Asif et al.”