Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior
Abstract
:1. Introduction
2. Theoretical Framework and Hypothesis Development
2.1. Warm Glow
2.2. Attitude
2.3. Perceived Behavioral Control
2.4. Subjective Norm
3. Methodology
3.1. Data Collection
3.2. Measures
3.3. Data Analysis
4. Results
4.1. Measurement Model Results
4.2. Structural Model Results
5. Discussion
6. Theoretical Contribution
6.1. Policy Implications
6.2. Limitations and Future Scope
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Sample Characteristics | India | USA |
---|---|---|
Gender | Male = 57% and female = 43% | Male = 37% and female = 63% |
Average age (in years) | 29.76 | 36 |
Average number of family members | 4 | 3 |
Educational qualification | Higher Secondary =2.5% | Higher Secondary = 18.4% |
Graduate = 55.5% | Graduate = 42.8% | |
Post graduate = 21.5% | Post graduate = 15.3% | |
Higher degree = 19.7% | Higher degree = 15.9% | |
Any other = 0.9% | Any other = 7.5% | |
Marital status | Single = 53.3% | Single = 50.5% |
Married = 46% | Married = 48.1% | |
Prefer not to say = 0.7% | Prefer not to say = 1.4% | |
Occupation | Employee = 62.1% | Employee = 58.6% |
Self-employed = 21% | Self-employed = 18% | |
Business = 8.2% | Business = 2.7% | |
Students = 2.9% | Students = 6.1% | |
Any other = 5.8% | Any other = 14.7% |
Constructs (Author) | λ (India/USA) | μ (σ) (India/USA) | VIF (India/USA) | AVE (India/USA) | α (India/USA) |
---|---|---|---|---|---|
Attitude [65] | 0.85 **/0.85 ** | 4.13/3.85 (0.66/0.93) | 2.46/2.27 | 0.62/0.70 | 0.86/0.90 |
I prefer organic food because it is processedwithout any chemicals (ATT1). | |||||
I prefer organic food because it is | 0.72 **/0.83 ** | ||||
more nutritious than non-organic food (ATT2). | |||||
I prefer organic food as it causes | 0.74 **/0.83 ** | ||||
fewer diseases than conventional food (ATT3). | |||||
I prefer organic food because it is environment-friendly (ATT4). | 0.82 **/0.82 ** | ||||
Perceived behavioral control [66] | 0.82 **/0.82 ** | 4.05/4.00 (0.65/0.81) | 1.99/1.19 | 0.57/0.59 | 0.80/0.82 |
To buy or not to buy organic food is entirely up to me (PBC1). | |||||
I am confident that if I want, I can buy organic food (PBC2). | 0.74 **/0.88 ** | ||||
I have enough resources and time to buy organic food (PBC3). | 0.71 **/0.57 ** | ||||
Purchase intention [67] | 4.10/3.80 | 2.06/2.19 | 0.59/0.77 | 0.87/0.94 | |
I intend to buy organic food (PI1). | 0.78 **/0.91 ** | (0.66/1.0) | |||
I am very likely to purchase organically processed food (PI2). | 0.77 **/0.79 ** | ||||
The probability I would buy organic food is very high (PI3). | 0.79 **/0.90 ** | ||||
I try to buy organic food because it is the best choice for me (PI4). | 0.78 **/0.91 ** | ||||
I am willing to buy organic food despite their higher prices (PI5). | 0.72 **/0.88 ** | ||||
Subjective norm [40] | 0.72 **/0.83 ** | 4.17/3.61 (0.59/0.84) | 2.15/1.95 | 0.53/0.61 | 0.85/0.88 |
People whose opinions I value | |||||
would prefer that I should buy organic food (SN1). | |||||
My interaction with people about organic | 0.73 **/0.80 ** | ||||
consumables influence me to buy organic food (SN2). | |||||
My friends would approve of my decision to buy organic food (SN3). | 0.70 **/0.69 ** | ||||
My close friends and family members | 0.76 **/0.81 ** | ||||
would appreciate it if I buy organic food (SN4). | |||||
People around me generally believe that | 0.74 **/0.75 ** | ||||
it is better for our health to use organic food (SN5). | |||||
Warm glow [36] | 0.81 **/0.87 ** | 4.04/3.50 (0.68/1.0) | 2.63/2.04 | 0.63/0.73 | 0.87/0.91 |
I feel respected while buying organic food because | |||||
it helps to protect the environment (WG1). | |||||
I have the sense of contributing to the | 0.75 **/0.86 ** | ||||
well-being of humanity and nature by buying organic food (WG2). | |||||
I feel like a superior consumer by buying organic food (WG3). | 0.81 **/0.85 ** | ||||
I sense that I can live healthier by consuming organic food (WG4). | 0.81 **/0.83 ** |
Constructs | 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|
1. Warm glow | 1 | 0.64 | 0.31 | 0.63 | 0.57 |
2. Attitude | 0.72 | 1 | 0.32 | 0.59 | 0.67 |
3. Perceived behavioral control | 0.64 | 0.65 | 1 | 0.31 | 0.42 |
4. Subjective norm | 0.69 | 0.64 | 0.59 | 1 | 0.59 |
5. Purchase intention | 0.64 | 0.63 | 0.59 | 0.64 | 1 |
Structural Paths | Direct Effects | Moderation Effects (i.e., India vs. USA) | Hypotheses Supported/Not Supported | ||
---|---|---|---|---|---|
Estimate (β1) (India) | Estimate (β2) (USA) | Difference in Estimates | p-Value for the Difference | ||
WG → ATT | 0.720 ** | 0.646 ** | 0.074 ** | 0.027 | H1a—Supported H1b—Supported |
WG →PBC | 0.644 ** | 0.311 ** | 0.332 ** | 0.000 | H2a—Supported H2b—Supported |
WG → SBN | 0.699 ** | 0.633 ** | 0.065 ** | 0.042 | H3a—Supported H3b—Supported |
ATT → PIN | 0.281 ** | 0.461 ** | 0.179 ** | 0.003 | H4a—Supported H4b—Supported |
PBC → PIN | 0.202 ** | 0.196 ** | 0.006 ** | 0.452 NS | H5a—Supported H5b—Not supported |
SBN → PIN | 0.343 ** | 0.257 ** | 0.086 * | 0.073 | H6a—Supported H6b—Supported |
Dependent Factors | R2 (India/USA) | Q2 (India/USA) | GOF (India/USA) |
---|---|---|---|
1. Attitude | 0.519/0.417 | 0.322/0.293 | 0.535/0.502 |
2. Perceived behavioral control | 0.415/0.097 | 0.239/0.057 | |
3. Purchase intention | 0.520/0.550 | 0.309/0.428 | |
4. Subjective norm | 0.489/0.401 | 0.264/0.244 |
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Boobalan, K.; Nawaz, N.; R. M., H.; Gajenderan, V. Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior. Sustainability 2021, 13, 6023. https://doi.org/10.3390/su13116023
Boobalan K, Nawaz N, R. M. H, Gajenderan V. Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior. Sustainability. 2021; 13(11):6023. https://doi.org/10.3390/su13116023
Chicago/Turabian StyleBoobalan, Kirubaharan, Nishad Nawaz, Harindranath R. M., and Vijayakumar Gajenderan. 2021. "Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior" Sustainability 13, no. 11: 6023. https://doi.org/10.3390/su13116023