Developing An Extended Theory Of Planned Behavior Model To Investigate Consumers Consumption Behavior Toward Organic Food A Case Study In Thailand

Organic foods are gaining popularity around the world and consumers of organic foods are on the rise. However information on the consumer behavior towards purchasing organic foods in developing countries such as Thailand is lacking. In this study we develop an extended theory of planned behavior TPB research model that incorporates organic knowledge to investigate consumers consumption intention and behavior towards organic food. We derived and examined the model through structural equation modeling SEM on a sample of 412 respondents in Thailand representing 82.40 of the samples that were investigated. Our findings indicated that consumer attitude and perceived behavioral control significantly predicts consumption intention whereas subjective norm does not. Hence consumption intention has a positive influence on organic food consumption behavior. Furthermore our results suggest that TPB model mediates the relationship between organic knowledge and consumption behavior.