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Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country

Phuong Mai Nguyen
Phuong Mai Nguyen
 et 
Nam D. Vo
Nam D. Vo
   | 15 avr. 2023
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Publié en ligne: 15 avr. 2023
Pages: 35 - 50
DOI: https://doi.org/10.2478/fman-2023-0003
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© 2023 Phuong Mai Nguyen et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

Conceptual model(Source: own elaboration)
Conceptual model(Source: own elaboration)

Figure 2

Structural model(Source: own elaboration)
Structural model(Source: own elaboration)

Sample characteristics (n=426) (Source: Authors’ own research)

Characteristic Frequency Percent (%)
Gender - -
Female 297 69.7
Male 129 30.3
Organic food priority - -
Organic vegetable 174 40.8
Organic meat 112 26.3
Organic fruit 81 19.0
Organic cereals 18 4.2
Organic drink 31 7.3
Organic seasoning for cooking 7 1.6
Organic cookies 3 0.7
Estimated budget for organic food (in total monthly expenditure) - -
Below 15% 122 28.6
From 15% to 35% 245 57.5
Above 35% 59 13.8

Hypothesis – path coefficients (Source: Authors’ own research)

Hypothesis Path Original Sample (O) Sample Mean (M) Standard Deviation (STDEV) T-Statistics (|O/STDEV|) P Values Hypothesis Conclusion
H1 HC → ATT 0.322 0.328 0.058 5.543 0.000 Accepted
H2 KOF → ATT 0.237 0.236 0.052 4.539 0.000 Accepted
H3 ENV → ATT 0.368 0.363 0.060 6.168 0.000 Accepted
H4 ATT → INT 0.403 0.404 0.055 7.276 0.000 Accepted
H5 SN → INT 0.264 0.263 0.058 4.593 0.000 Accepted
H6 PBC → INT 0.174 0.172 0.044 3.954 0.000 Accepted
H7 PN → INT 0.118 0.121 0.041 2.874 0.004 Accepted
H8 INT → APB 0.322 0.317 0.058 5.514 0.000 Accepted
H9 PB → APB 0.152 0.151 0.057 2.647 0.008 Rejected
H10 PP → APB 0.012 0.013 0.054 0.216 0.829 Rejected
H11 TRU → APB 0.356 0.359 0.065 5.488 0.000 Accepted

Reliability of measurements (Source: Authors’ own research)

Constructs Items Loadings VIF Cronbach's Alpha Composite Reliability (CR) Average Variance Extracted (AVE)
Health consciousness (HC) HC1 0.874 2.198 0.847 0.907 0.766
HC2 0.864 1.826
HC3 0.887 2.265
Knowledge of organic food (KOF) KOF1 0.816 1.872 0.779 0.867 0.686
KOF2 0.825 1.965
KOF3 0.843 1.378
Environmental awareness (ENV) ENV1 0.813 1.515 0.814 0.890 0.729
ENV2 0.876 2.197
ENV3 0.871 2.085
Attitude toward organic food consumption (ATT) ATT1 0.907 2.862 0.856 0.913 0.778
ATT2 0.926 3.149
ATT3 0.810 1.674
Social norms (SN) SN1 0.856 2.496 0.910 0.933 0.736
SN2 0.883 3.121
SN3 0.847 2.622
SN4 0.861 2.685
SN5 0.841 2.310
Perceived behavioral control (PBC) PBC1 0.861 2.342 0.845 0.906 0.763
PBC2 0.905 2.681
PBC3 0.852 1.703
Personal norms (PN) PN1 0.854 2.169 0.885 0.928 0.812
PN2 0.925 2.864
PN3 0.923 2.826
Intention to purchase organic food (INT) INT1 0.895 2.572 0.899 0.937 0.832
INT2 0.906 2.714
INT3 0.934 3.475
Perceived price (PP) PP1 0.859 2.222 0.774 0.869 0.688
PP2 0.840 2.049
PP3 0.788 1.315
Perceived barriers (PB) PB1 0.798 1.828 0.848 0.897 0.686
PB2 0.848 1.933
PB3 0.833 2.106
PB4 0.831 2.068
Trust (TRU) TRU1 0.886 3.101 0.914 0.939 0.794
TRU2 0.895 3.211
TRU3 0.886 2.830
TRU4 0.897 3.041
Actual purchase behavior (APB) APB1 0.905 2.734 0.889 0.931 0.818

Sources of measurements (Source: Authors’ own research)

Construct Number of items Adapted from
Health consciousness (HC) 3 Pham et al. (2019); Singh and Verma (2017)
Knowledge of organic food (KOF) 3 Singh and Verma (2017)
Environmental awareness (ENV) 3 Teng and Wang (2015)
Attitude toward organic food consumption (ATT) 3 Gil et al. (2000); Michaelidou and Hassan (2008); Çabuk et al. (2014)
Social norms (SN) 5 Mørk et al. (2017)
Perceived behavioral control (PBC) 3 Bredahl (2001)
Personal norms (PN) 3 Mørk et al. (2017)
Intention to purchase organic food (INT) 3 Pham et al. (2019); Singh and Verma (2017)
Perceived barriers (PB) 4 Pham et al. (2019)
Perceived price (PP) 3 Singh and Verma (2017); Gil et al. (2000)
Trust (TRU) 4 ThØgersen (1995); Wang (2015); Tandon et al. (2020)
Actual purchase behavior (APB) 3 Singh and Verma (2017)

Discriminant validity of measurements (Source: Authors’ own research)

APB ATT ENV HC INT KOF PB PBC PN PP SN TRU
APB 0.904 - - - - - - - - - - -
ATT 0.567 0.882 - - - - - - - - - -
ENV 0.535 0.791 0.854 - - - - - - - - -
HC 0.569 0.789 0.783 0.875 - - - - - - - -
INT 0.650 0.774 0.719 0.745 0.912 - - - - - - -
KOF 0.599 0.745 0.720 0.753 0.691 0.828 - - - - - -
PB 0.529 0.481 0.510 0.507 0.505 0.495 0.828 - - - - -
PBC 0.622 0.628 0.614 0.634 0.654 0.670 0.456 0.873 - - - -
PN 0.669 0.502 0.478 0.454 0.594 0.490 0.585 0.503 0.901 - - -
PP 0.473 0.534 0.548 0.528 0.535 0.499 0.720 0.407 0.557 0.829 - -
SN 0.669 0.764 0.688 0.690 0.765 0.698 0.553 0.630 0.706 0.592 0.858 -
TRU 0.672 0.664 0.605 0.634 0.689 0.620 0.578 0.687 0.577 0.502 0.673 0.891

R-square results (Source: Authors’ own research)

R-Square R-Square Adjusted
APB 0.535 0.530
ATT 0.721 0.719
INT 0.698 0.695
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