Organic Food Acceptance: an Application of Theory of Planned Behavior
Ajay Chandel1, Krishan Gopal2
1Ajay Chandel, Assistant Professor, Mittal School of Business (ACBSP, USA Accredited), Lovely Professional University, (Punjab), India.
2Krishan Gopal, Assistant Professor, Mittal School of Business (ACBSP, USA Accredited), Lovely Professional University, (Punjab), India.
Manuscript received on 11 May 2019 | Revised Manuscript received on 19 May 2019 | Manuscript Published on 23 May 2019 | PP: 1748-1752 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F13120476S519/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Organic food is the new way of life. At least this is what appears with this ever-growing population of organic food lovers. Current study is an attempt to explore the factors behind this new trend of adopting organic food. The study did not only attempt to understand pertaining factors but also to make it useful focused on finding the factors most predictive of organic food adoption behavior. A sample of 300 respondents having agreed to have pro-organic food behavior were selected from the Punjab region of India. Theory of planned behavior was used as an underlying construct for accomplishing the study. Using three constituents of theory of planned behavior (which were Attitude, Subjective norms and Perceived behavioural control), a questionnaire was prepared taking important inputs from existing literature and then modifying the items as per the study’s need. In order to find out the factors most predictive of organic food adoption behaviour, regression model was applied by taking “Attitude, Subjective norms and Perceived behavioural control” as independent variables & “Organic food adoption behaviour” as dependent variable. Attitude was found to be the factor most predictive of organic food adoption behavior followed by subjective norms and perceived behavioural control. This study thus can provide meaningful insights to organic food producers to influence organic food adoption behavior of consumers by devising effecting marketing strategies around the findings of the research.
Keywords: Organic Food, Theory of Planned Behavior, Attitude, Subjective Norm, Perceived Behavioural Control, Intention.
Scope of the Article: Algorithmic Game Theory