Abstrakt
The objective of this paper is twofold. Firstly, we aim at analyzing the factors that affect the intention of Czech consumers to purchase organic food, using the theory of planned behavior (TPB).
Secondly, we employ an extended TPB model which introduces descriptive norms as an additional factor of behavioral intention. This study exploits data from a consumer survey of a sample of the Czech general adult population (N=252) conducted in 2010.
Structural equation modeling with ML estimator is used to estimate model parameters. The empirical model derived from TPB explains 44% of variability in intention to purchase organic food.
Descriptive norms are empirically distinct from injunctive norms and their inclusion in the model increases the explained variance of intention by an additional 5 percentage points. Attitudes and norms are strongest predictors of the intention to purchase organic food, while perceived behavioral control only has a weak effect.