What is it about?
In order to study the purchase intention of organic food, the authors developed a model using antecedents like warm glow, subjective norm, attitude and perceived behavioral control. This study examines the model for the Indian and the USA samples and thus integrated using three theories: Theory of Planned Behavior (TPB), Pro-Social Behavior (PSB) Theory with the interaction of Consumer Culture
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Why is it important?
the attitude towards organic food purchase intention is stronger for US samples than the Indian, and the group difference is significant, while all the relationships that take warm glow as an antecedent have higher β for Indian samples.
Perspectives
Moreover, the study found that attitude towards organic food is a major element for US subsamples, whereas subjective norm plays a major role in Indian samples to adopt organic food. Managerially, the present study suggests that a firm marketing its organic food must concentrate more on “warm glow” for Indian consumers in order to improve their market share
Dr Harindranath R M
SRM In
Read the Original
This page is a summary of: Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior, Sustainability, May 2021, MDPI AG,
DOI: 10.3390/su13116023.
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