Document Type

Journal article

Source Publication

International Food and Agribusiness Management Review

Publication Date

5-1-2011

Volume

14

Issue

2

First Page

103

Last Page

120

Keywords

organic food, management, SEM

Abstract

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.

Print ISSN

10967508

E-ISSN

15592448

Publisher Statement

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Full-text Version

Publisher’s Version

Recommended Citation

Voon, J. P., Ngui, K. S., & Agrawal, A. (2011). Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International Food and Agribusiness Management Review, 14(2), 103-120.