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Structural Equation Model for Exploring the Key Drivers of Consumer Behavior towards Environmentally Conscious Organic Food Purchasing in Japan

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  • Masuda Begum Sampa

    (Graduate School of Bioresource and Bioenvironmental Science, Kyushu University, Hakozaki 6-10-1, Higashi-ku, Fukuoka 812-8581, Japan
    Centre for Engineering Computational Intelligence, Faculty of Engineering & Technology, Multimedia University, Melaka 75450, Malaysia
    Department of Computer Science and Engineering, Faculty of Engineering & Technology, University of Science and Technology Chittagong, Chattogram 4220, Bangladesh)

  • Hisako Nomura

    (Graduate School of Bioresource and Bioenvironmental Science, Kyushu University, Hakozaki 6-10-1, Higashi-ku, Fukuoka 812-8581, Japan)

  • Mitsuyasu Yabe

    (Graduate School of Bioresource and Bioenvironmental Science, Kyushu University, Hakozaki 6-10-1, Higashi-ku, Fukuoka 812-8581, Japan)

  • Nor Hidayati Abdul Aziz

    (Centre for Engineering Computational Intelligence, Faculty of Engineering & Technology, Multimedia University, Melaka 75450, Malaysia)

  • Nor Azlina Ab. Aziz

    (Centre for Engineering Computational Intelligence, Faculty of Engineering & Technology, Multimedia University, Melaka 75450, Malaysia)

Abstract

This study investigates the influence of psychological factors and socio-demographic characteristics on the actual purchase of organic foods based on environmental consciousness. The theory of reasoned action and Hirose’s two-phase decision-making model act as the major informers to develop the research hypotheses. Through an online questionnaire survey, responses were collected from a sample of 275 Japanese consumers who bought organic foods based on environmental consciousness at least once. Structural equation modeling is used to analyze the data. This study shows that the key to promoting actual purchase lies in three factors: social norm, past experience, and willingness to pay (WTP). Attitude towards actual purchase negatively influenced actual purchase, and environmental awareness was the determinant for attitude towards actual purchase but not for actual purchase. Thus, only increasing environmental awareness is not enough to increase the actual purchase. Moreover, we could increase the actual purchase by making an effort to reduce the feelings of the unaffordability and inconvenience of organic foods, which also negatively influence WTP and negatively and indirectly influence actual purchase. This study finds that the behavior execution process is the main driving force influencing actual purchase rather than the attitude development process in terms of psychological factors behind organic food consumption based on environmental consciousness.

Suggested Citation

  • Masuda Begum Sampa & Hisako Nomura & Mitsuyasu Yabe & Nor Hidayati Abdul Aziz & Nor Azlina Ab. Aziz, 2024. "Structural Equation Model for Exploring the Key Drivers of Consumer Behavior towards Environmentally Conscious Organic Food Purchasing in Japan," Sustainability, MDPI, vol. 16(7), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:7:p:2862-:d:1366562
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    References listed on IDEAS

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    1. Micael-Lee Johnstone & Lay Tan, 2015. "Exploring the Gap Between Consumers’ Green Rhetoric and Purchasing Behaviour," Journal of Business Ethics, Springer, vol. 132(2), pages 311-328, December.
    2. Welsch, Heinz & Kühling, Jan, 2009. "Determinants of pro-environmental consumption: The role of reference groups and routine behavior," Ecological Economics, Elsevier, vol. 69(1), pages 166-176, November.
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