Abstract
The aims of this research are to explore the relationship between the factors influencing
purchase intention and actual behaviors of Thai consumers of organic food, and to
observe the mediating role of consumer identity between the factors: attitude toward
organic food, subjective norm, and perceived behavioral control, and purchase
intentions. The theory of planned behavior (TPB) was adopted as a theoretical framework
which contained the role of consumer identity as a mediator. Data was collected
from 400 Thai consumers of organic foods. Structural equation modeling was used to
analyze the data through AMOS package. The results of the data analysis indicate that the
consumer identity plays a full mediating role between independent variables (i.e. health
concern, subjective norm, organic food familiarity and organic food literacy) and
purchase intention. The organic food literacy is the main determinant of consumer
identity with the highest coefficient value, whilst the organic food familiarity was placed
as the second important determinant of consumer identity. Moreover, the results highlight
the strong influence of intention on actual behavior of organic food purchase.
Accordingly, this study thoroughly captures the TPB model and strengthens it by
confirming relationship between purchase intention and actual purchase behaviors inorganic food consumption and revealed that actual purchase behavior is significantly
affected by the purchase intention of Thai consumers of organic food.
Nitima Aungatichart, Aya Fukushige, Mayuree Aryupong. (2020) Spatial Econometric Model of the Spillover Effects of Financial Development on Carbon Emissions: A Global Analysis , Pakistan Journal of Commerce and Social Sciences, Volume 14, Issue 2.
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