Impact of attitudes, subjective standards, behavioral control perceptions on the behavior of buying organic food
Main Article Content
Abstract
The study was carried out with the aim of determining the impact of attitudes, subjective norms, perceived behavior control on the purchasing behavior of Generation Z towards organic food. Data was collected from 389 Gen Z consumers in Ho Chi Minh City who is aware of organic food. EFA analysis method and SEM linear structure were used to evaluate the reliability of the scale and to test the theoretical model. The research results have made both theoretical and practical contributions. Theoretically, the results confirm that the factors of perceived behavioral control, subjective norm have a positive and strong influence on the intention to buy and the intention to buy has a positive impact on the buying behavior. In terms of practice, the results also recommend that businesses in the organic product industry should pay attention to the obstacles that make it difficult for customers to access the product, thereby offering policies to help customers have make buying decisions more quickly for organic food
Article Details
Keywords
Attitude, Organic Food, Perceived Behavior Control, Subjective Norms
References
Agarwal, P. (2019). Theory of Reasoned Action and Organic Food Buying in India. Srusti Management Review, 7(2), 28-37.
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & health, 26(9), 1113-1127.
Ajzen, I. (2008). Consumer attitudes and behavior In: Haugtvedt, CP, Herr, PM og Cardes, FR (eds.). Handbook of Consumer Psychology.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261.
Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior 1. Journal of Applied Social Psychology, 32(4), 665-683.
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Prentice-Hall Press.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Averill, J. R. (1973). Personal control over aversive stimuli and its relationship to stress. Psychological Bulletin, 80(4), 286–303.
Bagher, A. N., Salati, F., & Ghaffari, M. (2018). Factors affecting intention to purchase organic food products among Iranian consumers. Academy of Marketing Studies Journal, 22(3), 1-23.
Bandura, A. (1997). Efikasi-diri: The Exercise of Control. NY: Freeman & Company.
Bateson, G. (2000). Steps to an ecology of mind: Collected essays in anthropology, psychiatry, evolution, and epistemology. University of Chicago Press.
Bearden, W. O., Ingram, T. N., & LaForge, R. W. (2001). Marketing: Principles & Perspectives. McGraw-Hill, NY
Blackwell, R. D., Miniard, P. W., & Engle, J. F. (2001). Consumer Behavior (9th ed.). Australia: South-Western/Thomson Learning.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(2), 7-27. http://dx.doi.org/10.2307/3172510
Coleman, J. (1990). Social capital. Foundations of social theory. The Cambridge: Belknap Press of Harvard University.
Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102-117.
The food and Agriculture Organization of the United Nations (FAO) (1999). Food and Agriculture Organization of the United Nations. In Report of a FAO Expert Consultation on the Trade Impact of Listeria monocytogenes in Fish Products. FAO Fisheries Report No. 604, FIII/EESN/R604. Rome.
Goh, E., & Lee, C. (2018). A workforce to be reckoned with: The emerging pivotal Generation Z hospitality workforce. International Journal of Hospitality Management, 73, 20-28.
Hà Thị Thu Hòa, Trần Đức Luân và Nguyễn Thị Nhật Linh (2020). Hành vi của người tiêu dùng đối với thực phẩm hữu cơ: Trường hợp nghiên cứu ở Thành phố Hồ Chí Minh. Tạp chí Nông nghiệp và Phát triển, 19(2), 9-16.
Hankins, M., French, D., & Horne, R. (2000). Statistical guidelines for studies of the theory of reasoned action and the theory of planned behaviour. Psychology and Health, 15(2), 151-161.
Hoàng Thị Bảo Thoa, Hoàng Lê Kiên và Nguyễn Thị Uyên (2019). Các nhân tố ảnh hưởng đến ý định tiêu dùng thực phẩm hữu cơ của người tiêu dùng ở Hà Nội. VNU Journal of Science: Economics and Business, 35(3), 79-90.
Honkanen, P., Verplanken, B., & Olsen, S. O. (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behaviour: An International Research Review, 5(5), 420-430.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. Cengage Learning.
Hồ Huy Tựu, Nguyễn Văn Ngọc và Đỗ Phương Linh (2018). Các nhân tố ảnh hưởng đến hành vi tiêu dùng xanh của người dân Nha Trang. Tạp chí Quản lý Kinh tế Quốc tế, 103(103), 1-19.
Kim, H. Y., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47.
Kotler, P. (2000). Marketing Management (10th ed.). NJ: Prentice-Hall.
Kotler, P., & Armstrong, G. (2004). Principles of marketing (10th ed.). NJ: Prentice Hall.
Lan, T. (2010). Safe and Sound. Vietnam Economic Times, Special Report, 26–27.
Lee, K. (2009). Gender differences in Hong Kong adolescent consumers' green purchasing behavior. Journal of Consumer Marketing, 26(2), 87-96.
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26(6), 573-586.
Liang, R. D. (2016). Predicting intentions to purchase organic food: the moderating effects of organic food prices. British Food Journal, 118(1), 183-199.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the advertising as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143. http://dx.doi.org/10.2307/3151660
Mathieson, K. (1991). Predicting user intentions: Comparing the technology acceptance model with the theory of planned behavior. Information Systems Research, 2(3), 173-191.
Mehrens, J., Cragg, P. B., & Mills, A. M. (2001). A model of Internet adoption by SMEs. Information and Management, 39, 165-176. http://dx.doi.org/10.1016/S0378-7206(01)00086-6
Ozkan, M., & Solmaz, B. (2015). The changing face of the employees–generation Z and their perceptions of work (a study applied to university students). Procedia Economics and Finance, 26, 476-483.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 115-143.
Pearson, D. (2002). Marketing organic food: who buys it and what do they purchase?. Food Australia, 54(1-2), 31-34.
Pedersen, P. E. (2005). Adoption of mobile internet services: An exploratory study of mobile commerce early adopters. Journal of Organizational Computing & Electronic Commerce, 15(3), 203-222. http://dx.doi.org/10.1207/s15327744joce15032
Schifferstein, H. N., & Ophuis, P. A. O. (1998). Health-related determinants of organic food consumption in the Netherlands. Food quality and Preference, 9(3), 119-133.
Sears, D. O., Peplau, L. A., & Taylor, S. E. (1991). Prosocial Behavior. Social Psychology, 365-394.
Secapramana, L.V.H., & Katargo, A.L.G. (2019). Antecedents affecting organic food purchase intentions. The International Journal of Organizational Innovation, 12(2), 140-150.
Sondhi, N. (2014). Assessing the organic potential of urban Indian consumers. British Food Journal, 116(12), 1864-1878.
Švecová, J., & Odehnalová, P. (2019). The determinants of consumer behaviour of students from Brno when purchasing organic food. Review of Economic Perspectives - Národohospodářský Obzor, 19(1), 49-64.
Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing, 12, 137-155. http://dx.doi.org/10.1108/07363760210420531
Teng, C. C., & Wang, Y. M. (2015). Decisional factors driving organic food consumption. British Food Journal, 117(3), 1066-1081.
Thøgersen, J., de Barcellos, M. D., Perin, M. G., & Zhou, Y. (2015). Consumer buying motives and attitudes towards organic food in two emerging markets. International Marketing Review, 32(3/4), 389-413. https://doi.org/10.1108/IMR-06-2013-0123
Truong, V. D., Avula, R. Y., Pecota, K. V., & Yencho, G. C. (2018). Sweetpotato Production, Processing, and Nutritional Quality. Handbook of Vegetables and Vegetable Processing, 811-838.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
Willer, H., & Lernoud, J. (2016). The World of Organic Agriculture 2016: Statistics and Emerging Trends. FIBL & IFOAM-Organics International.
Yamoah, F. A., Duffy, R., Petrovici, D., & Fearne, A. (2016). Towards a framework for understanding fairtrade purchase intention in the mainstream environment of supermarkets. Journal of business ethics, 136(1), 181-197.
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & health, 26(9), 1113-1127.
Ajzen, I. (2008). Consumer attitudes and behavior In: Haugtvedt, CP, Herr, PM og Cardes, FR (eds.). Handbook of Consumer Psychology.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261.
Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior 1. Journal of Applied Social Psychology, 32(4), 665-683.
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Prentice-Hall Press.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Averill, J. R. (1973). Personal control over aversive stimuli and its relationship to stress. Psychological Bulletin, 80(4), 286–303.
Bagher, A. N., Salati, F., & Ghaffari, M. (2018). Factors affecting intention to purchase organic food products among Iranian consumers. Academy of Marketing Studies Journal, 22(3), 1-23.
Bandura, A. (1997). Efikasi-diri: The Exercise of Control. NY: Freeman & Company.
Bateson, G. (2000). Steps to an ecology of mind: Collected essays in anthropology, psychiatry, evolution, and epistemology. University of Chicago Press.
Bearden, W. O., Ingram, T. N., & LaForge, R. W. (2001). Marketing: Principles & Perspectives. McGraw-Hill, NY
Blackwell, R. D., Miniard, P. W., & Engle, J. F. (2001). Consumer Behavior (9th ed.). Australia: South-Western/Thomson Learning.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(2), 7-27. http://dx.doi.org/10.2307/3172510
Coleman, J. (1990). Social capital. Foundations of social theory. The Cambridge: Belknap Press of Harvard University.
Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102-117.
The food and Agriculture Organization of the United Nations (FAO) (1999). Food and Agriculture Organization of the United Nations. In Report of a FAO Expert Consultation on the Trade Impact of Listeria monocytogenes in Fish Products. FAO Fisheries Report No. 604, FIII/EESN/R604. Rome.
Goh, E., & Lee, C. (2018). A workforce to be reckoned with: The emerging pivotal Generation Z hospitality workforce. International Journal of Hospitality Management, 73, 20-28.
Hà Thị Thu Hòa, Trần Đức Luân và Nguyễn Thị Nhật Linh (2020). Hành vi của người tiêu dùng đối với thực phẩm hữu cơ: Trường hợp nghiên cứu ở Thành phố Hồ Chí Minh. Tạp chí Nông nghiệp và Phát triển, 19(2), 9-16.
Hankins, M., French, D., & Horne, R. (2000). Statistical guidelines for studies of the theory of reasoned action and the theory of planned behaviour. Psychology and Health, 15(2), 151-161.
Hoàng Thị Bảo Thoa, Hoàng Lê Kiên và Nguyễn Thị Uyên (2019). Các nhân tố ảnh hưởng đến ý định tiêu dùng thực phẩm hữu cơ của người tiêu dùng ở Hà Nội. VNU Journal of Science: Economics and Business, 35(3), 79-90.
Honkanen, P., Verplanken, B., & Olsen, S. O. (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behaviour: An International Research Review, 5(5), 420-430.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. Cengage Learning.
Hồ Huy Tựu, Nguyễn Văn Ngọc và Đỗ Phương Linh (2018). Các nhân tố ảnh hưởng đến hành vi tiêu dùng xanh của người dân Nha Trang. Tạp chí Quản lý Kinh tế Quốc tế, 103(103), 1-19.
Kim, H. Y., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47.
Kotler, P. (2000). Marketing Management (10th ed.). NJ: Prentice-Hall.
Kotler, P., & Armstrong, G. (2004). Principles of marketing (10th ed.). NJ: Prentice Hall.
Lan, T. (2010). Safe and Sound. Vietnam Economic Times, Special Report, 26–27.
Lee, K. (2009). Gender differences in Hong Kong adolescent consumers' green purchasing behavior. Journal of Consumer Marketing, 26(2), 87-96.
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26(6), 573-586.
Liang, R. D. (2016). Predicting intentions to purchase organic food: the moderating effects of organic food prices. British Food Journal, 118(1), 183-199.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the advertising as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143. http://dx.doi.org/10.2307/3151660
Mathieson, K. (1991). Predicting user intentions: Comparing the technology acceptance model with the theory of planned behavior. Information Systems Research, 2(3), 173-191.
Mehrens, J., Cragg, P. B., & Mills, A. M. (2001). A model of Internet adoption by SMEs. Information and Management, 39, 165-176. http://dx.doi.org/10.1016/S0378-7206(01)00086-6
Ozkan, M., & Solmaz, B. (2015). The changing face of the employees–generation Z and their perceptions of work (a study applied to university students). Procedia Economics and Finance, 26, 476-483.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 115-143.
Pearson, D. (2002). Marketing organic food: who buys it and what do they purchase?. Food Australia, 54(1-2), 31-34.
Pedersen, P. E. (2005). Adoption of mobile internet services: An exploratory study of mobile commerce early adopters. Journal of Organizational Computing & Electronic Commerce, 15(3), 203-222. http://dx.doi.org/10.1207/s15327744joce15032
Schifferstein, H. N., & Ophuis, P. A. O. (1998). Health-related determinants of organic food consumption in the Netherlands. Food quality and Preference, 9(3), 119-133.
Sears, D. O., Peplau, L. A., & Taylor, S. E. (1991). Prosocial Behavior. Social Psychology, 365-394.
Secapramana, L.V.H., & Katargo, A.L.G. (2019). Antecedents affecting organic food purchase intentions. The International Journal of Organizational Innovation, 12(2), 140-150.
Sondhi, N. (2014). Assessing the organic potential of urban Indian consumers. British Food Journal, 116(12), 1864-1878.
Švecová, J., & Odehnalová, P. (2019). The determinants of consumer behaviour of students from Brno when purchasing organic food. Review of Economic Perspectives - Národohospodářský Obzor, 19(1), 49-64.
Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing, 12, 137-155. http://dx.doi.org/10.1108/07363760210420531
Teng, C. C., & Wang, Y. M. (2015). Decisional factors driving organic food consumption. British Food Journal, 117(3), 1066-1081.
Thøgersen, J., de Barcellos, M. D., Perin, M. G., & Zhou, Y. (2015). Consumer buying motives and attitudes towards organic food in two emerging markets. International Marketing Review, 32(3/4), 389-413. https://doi.org/10.1108/IMR-06-2013-0123
Truong, V. D., Avula, R. Y., Pecota, K. V., & Yencho, G. C. (2018). Sweetpotato Production, Processing, and Nutritional Quality. Handbook of Vegetables and Vegetable Processing, 811-838.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
Willer, H., & Lernoud, J. (2016). The World of Organic Agriculture 2016: Statistics and Emerging Trends. FIBL & IFOAM-Organics International.
Yamoah, F. A., Duffy, R., Petrovici, D., & Fearne, A. (2016). Towards a framework for understanding fairtrade purchase intention in the mainstream environment of supermarkets. Journal of business ethics, 136(1), 181-197.