IDEAS home Printed from https://ideas.repec.org/a/ags/ifaamr/103989.html
   My bibliography  Save this article

Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling

Author

Listed:
  • Voon, Thomas Jan P.
  • Ngui, Kwang Sing
  • Agrawal, Anand

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.

Suggested Citation

  • Voon, Thomas Jan P. & Ngui, Kwang Sing & Agrawal, Anand, 2011. "Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(2), pages 1-18, May.
    • Handle: RePEc:ags:ifaamr:103989
    DOI: 10.22004/ag.econ.103989
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/103989/files/20110041_Formatted.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.103989?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Zepeda, Lydia & Li, Jinghan, 2007. "Characteristics of Organic Food Shoppers," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 39(1), pages 1-12, April.
    2. Zepeda, Lydia & Li, Jinghan, 2007. "Characteristics of Organic Food Shoppers," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 39(1), pages 17-28, April.
    3. Roitner-Schobesberger, Birgit & Darnhofer, Ika & Somsook, Suthichai & Vogl, Christian R., 2008. "Consumer perceptions of organic foods in Bangkok, Thailand," Food Policy, Elsevier, vol. 33(2), pages 112-121, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shahnaj Akter & Shahjahan Ali & Mária Fekete-Farkas & Csaba Fogarassy & Zoltán Lakner, 2023. "Why Organic Food? Factors Influence the Organic Food Purchase Intension in an Emerging Country (Study from Northern Part of Bangladesh)," Resources, MDPI, vol. 12(1), pages 1-19, January.
    2. Rana, Jyoti & Paul, Justin, 2017. "Consumer behavior and purchase intention for organic food: A review and research agenda," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 157-165.
    3. GwanSeon Kim & Jun Ho Seok & Tyler B. Mark, 2018. "New Market Opportunities and Consumer Heterogeneity in the U.S. Organic Food Market," Sustainability, MDPI, vol. 10(9), pages 1-17, September.
    4. Jin, Yu & Zhou, Jiehong & Ye, Juntao, 2023. "Value of certification in collective reputation crises: Evidence from Chinese dairy firms," Food Policy, Elsevier, vol. 121(C).
    5. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    6. Govindasamy, R & Arumugam, S & Vellangany, I & Ozkan, B, 2018. "Willingness to pay a high-premium for fresh organic produce: an econometric analysis," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 31(1).
    7. Chen, Bo & Saghaian, Sayed, 2017. "Does Consumers’ Preference for Organic Foods Affect Their Store Format Choices?," 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama 252827, Southern Agricultural Economics Association.
    8. Chang, Jae Bong & Lusk, Jayson L., 2008. "Concerns for Fairness and Preferences for Organic Food," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6414, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    9. Weixi Kang, 2022. "Residence and Education Moderate the Longitudinal Association between Environmental Concern (EC) and Proenvironmental Behavior," Sustainability, MDPI, vol. 14(22), pages 1-9, November.
    10. Schrock, Rebecca, 2010. "Determinants Of The Demand For Organic And Conventional Fresh Milk In Germany– An Econometric Analysis," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116387, European Association of Agricultural Economists.
    11. Eline Poelmans & Sandra Rousseau, 2017. "Beer and Organic Labels: Do Belgian Consumers Care?," Sustainability, MDPI, vol. 9(9), pages 1-15, August.
    12. Lydia Zepeda & Cong Nie, 2012. "What are the odds of being an organic or local food shopper? Multivariate analysis of US food shopper lifestyle segments," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 29(4), pages 467-480, December.
    13. Meyer, Andrew, 2015. "Does education increase pro-environmental behavior? Evidence from Europe," Ecological Economics, Elsevier, vol. 116(C), pages 108-121.
    14. Schroeck, Rebecca, 2011. "Wie sensibel reagieren deutsche Verbraucher auf Preisänderungen bei Bio-Eiern? Eine Nachfrageanalyse mit Haushaltspanel-Daten," 51st Annual Conference, Halle, Germany, September 28-30, 2011 114492, German Association of Agricultural Economists (GEWISOLA).
    15. Schroeck, Rebecca, 2011. "A Demand System Analysis of Organic and Conventional Fresh Milk in Germany Segmented by Consumer Groups," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 115995, European Association of Agricultural Economists.
    16. Bonfiglio, Andrea & Arzeni, Andrea, 2019. "Spatial distribution of organic farms and territorial context: An application to an Italian rural region," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 8(3), December.
    17. Mausam Budhathoki & Sujita Pandey, 2021. "Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    18. Julia Knaggs & J. Ross Pruitt & Lindsay Anderson & Marco Palma, 2022. "Influence of social status, physical activity, and socio-demographics on willingness to pay for a basket of organic foods," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 10(1), pages 1-14, December.
    19. Yawar Abbas Sandhu & Selvan a/l Perumal & Waida Irani Mohd Fauzi, 2019. "The Predictors and Consequences of Personal Norms in Context of Organic Food Among Pakistani Consumers," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 10(3), pages 314-336, May.
    20. Le Van Huy & Mai Thi Thao Chi & Antonio Lobo & Ninh Nguyen & Phan Hoang Long, 2019. "Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles," Sustainability, MDPI, vol. 11(5), pages 1-16, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ifaamr:103989. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/ifamaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.