Abstract
The purpose of this article is to present results of a case study focusing on the effect of personal norms on organic food consumption. Theory of planned behavior is exploited as a theoretical framework.
The data come from a survey of adult population of the town of Kolovraty (N=377) conducted in 2009. The data are analyzed using three SEM models.
Our results suggest that: 1) attitudes affect positively intention to purchase organic food and that 2) personal values affect intention only indirectly through specific attitudes.att