Consumers’ anti-consumption behavior toward organic food purchase: an analysis using SEM

The purpose of this paper is to investigate the factors affecting anti-consumption behavior of the consumers toward organic food purchase: in particular, how do individual beliefs about trustworthiness of organic foods, normative structure of social pressure and self-efficacy affect individual intentions to make organic food purchases and actual purchasing behavior? To answer this question, a theoretical framework of the theory of planned behavior (TPB) as its foundation has been established. Using measurement scales in order to measure different aspects of trustworthiness, normative structure, self-efficacy, attitude, perceived behavioral control (PBC) and subjective norms, a survey instrument has been developed to examine the several associations implied by the model of TPB.

In doing so, data on a structured questionnaire were collected from various parts of a city based on convenience random sampling procedure. The respondents were interviewed face-to-face to collect information on a structured questionnaire. Data (n=337) were analyzed using a research framework formulated based on the TPB through the structural equation modeling procedure.

The findings of the study indicate that among the seven independent variables of trustworthiness, normative structure, self-efficacy, attitude, subjective norm and PBC, only subjective norm has not been statistically significant to influence organic food purchase behavior.

The result implies that various sociopolitical forces and skewed monthly incomes are inhibiting the consumers (anti-consumption) to increasingly buy the organic food products.

In this regard, government, policy planners, academia as well as media have profound roles to play to encourage people to buy more organic food for their health safety and overall consumer well-being.

This research is based on primary data collected from the respondents of a sub-urban areas of a metropolitan city. The findings will help formulate a sound food policy for ensuring social well-being of the consumers.