TY - JOUR
T1 - Determinants of willingness to purchase organic food : an exploratory study using structural equation modeling
AU - VOON, Jan Piaw, Thomas
AU - NGUI, Kwang Sing
AU - AGRAWAL, Anand
PY - 2011/5/1
Y1 - 2011/5/1
N2 - The global organic food market has grown tremendously over the past decade. The present study investigated the determinants of willingness to purchase organic food among consumers in a Malaysian city, using a questionnaire survey. The Theory of Planned Behavior informed the research framework and hypotheses. Using structural equation modeling, attitude, subjective norms and affordability (behavioral control) were modeled to impact intention or willingness to pay (WTP) for organic food. WTP in turn predicted actual purchase. Attitude and subjective norms exerted significant positive effects on WTP while the effect of affordability was not significant. Attitude further impacted subjective norms and affordability, thus indicating that efforts to promote consumption growth should focus on influencing consumer attitudes.
AB - The global organic food market has grown tremendously over the past decade. The present study investigated the determinants of willingness to purchase organic food among consumers in a Malaysian city, using a questionnaire survey. The Theory of Planned Behavior informed the research framework and hypotheses. Using structural equation modeling, attitude, subjective norms and affordability (behavioral control) were modeled to impact intention or willingness to pay (WTP) for organic food. WTP in turn predicted actual purchase. Attitude and subjective norms exerted significant positive effects on WTP while the effect of affordability was not significant. Attitude further impacted subjective norms and affordability, thus indicating that efforts to promote consumption growth should focus on influencing consumer attitudes.
KW - SEM
KW - management
KW - organic food
UR - http://www.ifama.org/files/20110041_Formatted.pdf
UR - http://commons.ln.edu.hk/sw_master/356
UR - http://www.scopus.com/inward/record.url?scp=79959894155&partnerID=8YFLogxK
M3 - Journal Article (refereed)
SN - 1096-7508
VL - 14
SP - 103
EP - 120
JO - International Food and Agribusiness Management Review
JF - International Food and Agribusiness Management Review
IS - 2
ER -