Why do consumers intend to purchase natural food? Integrating theory of planned behavior, value-belief-norm theory, and trust

Valentina Carfora*, Carla Cavallo, Patrizia Catellani, Teresa Del Giudice, Gianni Cicia

*Corresponding author

Research output: Contribution to journalArticle

Abstract

Natural labels are increasingly present in the market and appreciated by consumers, despite formal regulation still missing. Knowing the psychosocial factors that may predict natural food choice may be useful to understand what drives consumers to choose this category of food. We analyzed the antecedents of consumers’ intention to purchase natural food, testing a theoretical model that integrates the theory of planned behavior (TPB), the value-belief-norm (VBN) theory, and consumers’ trust in natural food. A sample of Italian participants (N = 1018) filled an online questionnaire assessing intention to buy natural food, TPB and VBN variables, and trust in the natural food supply chain. The model applied yielded results which confirmed the predictiveness of the tested integrated model. Attitude and perceived behavioral control were the strongest antecedents of intention, followed by trust and personal norm. Consumers’ intention to buy natural food was also associated with their evaluation of the consequences and possibilities related to the purchase behavior, as well as with their moral evaluation attributable to pro-environmental determinants.
Original languageEnglish
Pages (from-to)N/A-N/A
JournalNutrients
Volume13
DOIs
Publication statusPublished - 2021

Keywords

  • Adolescent
  • Adult
  • Aged
  • Attitude
  • Consumer Behavior
  • Female
  • Food
  • Food Preferences
  • Humans
  • Intention
  • Male
  • Middle Aged
  • Natural food
  • Pro-environmental motives
  • Purchasing intention
  • Surveys and Questionnaires
  • Theory of planned behavior
  • Trust
  • Value-belief-norm
  • Young Adult

Fingerprint

Dive into the research topics of 'Why do consumers intend to purchase natural food? Integrating theory of planned behavior, value-belief-norm theory, and trust'. Together they form a unique fingerprint.

Cite this