Predicting organic food consumption: A meta-analytic structural equation model based on the theory of planned behavior

Bridging the Intention-Behavior Gap in Organic Food Consumption: Empirical Evidence from China

The transition to a low-carbon economy emphasizes the importance of green and low-carbon consumption; yet, there is often a discrepancy between consumers' intentions and their actual behavior regarding organic foods. This study aims to identify strategies to bridge this gap. The research model of organic food consumption intention and behavior is constructed, and a structural equation model is used to test the research hypotheses based on a valid sample of 480 residents of Guangdong Province through an online questionnaire survey. Further, the intention‒behavior gap is defined and its determinants are investigated through multiclass logistic regression. Finally, we categorize and forecast the alignment between consumption intentions and behaviors using machine learning algorithms. The results reveal that attitudes, social interactions, and cognitive information play crucial roles in aligning intentions with behaviors. By enhancing social information exchange or improving cognitive understanding, consumers can reduce their intention‒behavior discrepancy. This research offers valuable policy recommendations for fostering green consumption among residents from various perspectives.

Extending the theory of planned behavior model to explain people's behavioral intentions to follow China's AI generated content law

AI Generated Content Law was extensively promoted in 2023; hence, it is crucial to uncover factors influencing people's behavioral intentions to comply with the AI Generated Content Law. This study extends the theory of planned behavior to explore the factors influencing people to follow AI Generated Content Law in China. In addition to the factors in TPB model, such as one's attitudinal factors, normative factors, and perceived behavioral control, we add another factor-moral obligation to extend the theory of planned behavior model. We used convenient sampling and there were 712 effective samples. Using the statistical software Amos17.0, the result shows that attitude, subjective norms, perceived behavioral control and moral obligation all have positive effects on intentions to follow AI Generated Content Law.

Examining customer intentions to purchase intelligent robotic products and services in Taiwan using the theory of planned behaviour

BACKGROUND

The literature for assessing online and offline shopping behaviours that are linked to intelligent robotic goods and services is inadequate. In this study, we applied the Theory of Planned Behaviour model for guidance regarding how consumer behaviour affects their purchase intentions for intelligent robotic goods and services.

METHODS

Data from 408 respondents were gathered through an online questionnaire binned into Online and Overall Shoppers, and analysed using SPSS, AMOS, and Covariance-Based Structural Equation Modelling software to evaluate the appropriateness of the measurements and to confirm data reliability, convergence, divergence, and validity. These tools were also used to track and test hypothesized relationships between the variables and model constructs used in this study.

RESULTS AND CONCLUSIONS

The overarching outcomes from the data analyses indicated the Ease of Usage, Brand Perception, and Product Pricing variables causally impacted the TPB model constructs, namely Attitude, Subjective Norms, and Perceived Behaviour Control for the two populations tested with respect to their intention to purchase intelligent robotic goods and services. The reliability measurements for Ease of Usage, Brand Perception, and Product Pricing are discussed. The results are important for companies and future investors because opportunities to study the complex relationships that ultimately drive consumer behaviour and their intention to purchase intelligent robotic goods and services are provided.

COVID-19 in college: Risk perception and planned protective behavior

Objective: The Theory of Planned Behavior has been applied to COVID-19 protective behaviors, but evidence suggests this theory may be less predictive over time and less valid in individualistic societies. The current study applied this theory among American college students as vaccines became available and added perceived risk. Participants: 242 undergraduate students at two universities. Methods: Participants completed an online survey and analyses were conducted using PROCESS. Results: Perceived risk was indirectly related to protective behavior via intentions which were significantly impacted by positive attitudes, descriptive norms, and perceived behavioral control. Conclusions: Even within an individualistic culture and when vaccines were becoming available, the Theory of Planned Behavior predicts protective behaviors. Including risk perception also furthers understanding of this theory by identifying one factor related to norms and perceived behavioral control. These results may inform the design of interventions designed to increase compliance with pandemic-related policies and other positive behaviors.

Consumer Preferences and Willingness to Pay for High-Quality Vegetable Oils: A Cross-Sectional Analysis of Chinese Residents

The consumption of edible vegetable oil is an important source of essential fatty acids and vitamin E for the human body. Guiding residents to consume scientifically and reasonably control the intake of edible oils is an important part of promoting the construction of a healthy China. Currently, Chinese residents have an insufficient understanding of the scientific consumption of edible oils, leading to an intake exceeding the dietary recommendations, resulting in excessive fat intake and increasing the risk of chronic diseases such as obesity and cardiovascular diseases. Based on the Theory of Planned Behavior (TPB) and using Structural Equation Modeling (SEM), this study analyzed the cognitive preferences and willingness to pay a premium for edible vegetable oils among urban consumers in China. The survey included 1098 Chinese urban consumers of vegetable oils. The research found that attitudes, health value, monetary value, and environmental endowment of urban residents are the main predicting factors of the intention to purchase high-quality vegetable oils. This study confirms the applicability of the Theory of Planned Behavior in the consumption of high-quality vegetable oils and provides theoretical contributions and insights for Chinese enterprises and policymakers in formulating marketing strategies for vegetable oils.

Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy

Introduction

The willingness to consume healthy foods has highlighted the growing importance of health, even more so when it comes to food choice, and predicting the willingness to consume foods of a healthy brand represents an action that leads to the practice of conscious eating habits, but what is behind this willingness? To answer this question and based on previous studies such as the theory of planned behavior and nutritional literacy, this study aimed to build a predictive model through an empirical study to examine the influence of nutritional literacy (NL) on attitude (ATT), subjective norm (SN) and perceived behavioral control (PBC), as well as to determine the influence of the three variables of the theory of planned behavior (TPB) on the willingness to consume healthy brand foods (WCHBF) in the Peruvian market.

Methods

The research focused on the population that stated that they were consumers of the Unión brand (a brand whose value proposition is the sale of healthy foods), obtaining 482 consumers. The study was conducted under a quantitative, non-experimental, cross-sectional design approach.

Results

The results support the existence of a positive and significant effect of NL on ATT, SN, and PBC, finding the exact behavior of SN and PBC in WCHBF; however, in the proposed model, it is observed that ATT has no impact on WCHBF.

Conclusion

Applying strategies that lead to a change in consumer behavior towards healthy brands is a matter of time and will. In this context, the findings indicate that nutritional literacy plays an essential role in the willingness to consume healthy foods, which sheds more light on the design of educational interventions and awareness campaigns that independently inform about nutritional benefits and empower consumers, allowing them to make informed and healthy choices.

Results from Türkiye: Which Factors Drive Consumers to Buy Organic Food?

The trend towards organic foods as an alternative has recently increased. Several individual, environmental, and behavioural factors can affect this situation. This study was conducted with 1417 participants to examine the factors affecting attitudes, purchase intention (PI), and actual purchasing behaviour towards organic foods. Consequently, a two-part questionnaire was used to query participants' sociodemographic information and their attitudes and preferences towards organic foods. Data were analysed using multiple regression analysis, Pearson's correlation, and structural equation modelling. Our findings confirmed that health consciousness, the knowledge of organic foods, subjective norms, perceived price, values (health and safety), nutritional content, naturalness, availability, monetary barriers, risk barriers, and trust affect attitudes towards organic products. These findings indicate that increasing consumers' knowledge and awareness about organic foods, encouraging their consumption by society, accessibility them in the food market and making them affordable can affect the attitude towards these products. Furthermore, we determined the direct effect of the attitude on actual buying behaviour with the mediating role of PI. Additionally, we noted that marital status, employment status, disease diagnosis in the last 12 months, and the presence of a baby at home affect actual buying behaviour. In conclusion, they can help food marketers target consumers to their sociodemographic status and develop new sales strategies.

Does knowledge and concern regarding food supplement safety affect the behavioral intention of consumers? An experimental study on the theory of reasoned action

In recent years, health crises have led consumers to make more frequent purchases of food supplements. The global food supplement market, which reached $61.20 billion in 2020, is estimated to reach $163.12 billion by 2022 and $350.96 billion by 2032. However, many consumers still have concerns about the safety of food supplements. Within the scope of the research, firstly, the health consciousness (HC) level of food supplement consumers was determined. Secondly, food safety knowledge (FSK) and food safety concerns (FSCs) were measured. Thirdly, consumers' attitudes (ATUs), subjective norms (SNs), and behavioral intentions (BIs) toward food supplements were determined within the scope of the theory of reasoned action. The study used a convenient sampling, and 327 participants were included in the sample population. The data for the analysis was collected using the online survey method in the third quarter of 2023. The relationships between hypothesized items in the structural model were tested using the Smart-PLS. The validity and reliability of the measurement model were evaluated at the start of the structural equation modelling approach using confirmatory factor analysis (CFA). Regression analyses were performed in the structural model phase to evaluate overall fit and suggested relationships by way of the Smart-PLS. In light of the findings, it was determined that the interaction between HC and ATU was mediated by FSK, and the interaction between HC and the SN was mediated by FSK. Consequently, this research presents a variety of theoretical and practical implications to give clues for consumers' health regarding food supplement consumption.

Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers

The purpose of this study is to examine factors affecting green food product purchase intentions and, specifically, to specify the role of past behaviour in shaping purchase intentions for these products and in switching to environmentally friendly food purchases. As for the theoretical framework, the Theory of Planned Behaviour (TPB) was used, with certain modifications proposed; namely, additional constructs were included: past behaviour, knowledge, and trust in green food. Data were collected from 650 green product consumers in Poland. The online survey method was employed. The research revealed that past behaviour is a powerful indicator, which, to the greatest extent, explains purchase behaviours towards green food. This paper explores the fact that attitudes are also strongly linked to green food purchase intentions. Moreover, social norms, trust, and knowledge also have a positive effect on the intention to purchase green food products. Perceived behavioural control is relatively weak but statistically significant. The extended model explains 57% of the variance in green food purchase intentions. By incorporating past behaviour into the TPB, this study gives a new insight into understanding the inconsistency between positive attitudes towards green food and real purchase behaviours. The results of the study provide managers working in the food sector with relevant guidelines for the design of marketing strategies.

Eco-Innovation in the Food Industry: Exploring Consumer Motivations in an Emerging Market

The utilization of eco-innovative products has witnessed a surge in adoption, driven by their inherent capacity to address pressing environmental concerns. To comprehensively fathom the underlying motivations propelling consumers to embrace these products, we conducted an in-depth investigation employing "The Not Company" (Chile) as a compelling case study. We conducted qualitative interviews with a cohort of 20 Chilean consumers, guided by the Theory of Planned Behavior theoretical framework. The research methodology harnessed the principles of thematic analysis, yielding insights that underscore the significance of key determinants in shaping consumers' choices towards eco-innovative products. Specifically, our findings highlighted that consumer choices in this domain are profoundly influenced by their attitudes, subjective norms, and perceived behavioral control. Moreover, within these overarching categories, we unearthed sub-themes illuminating the intricate influences guiding consumer choices. These sub-themes encompassed beliefs about food manufacturing and packaging, the persuasive impact of social media and advertising, and the indelible impressions left by prior encounters with eco-innovative products. This study highlights consumers' fundamental role in the broader eco-innovation landscape, particularly within the food industry context.

Analyzing drivers of organic food sales-A pooled spatial data analysis for Hamburg (Germany)

Shifting the food system to a more sustainable one requires changes on both sides of the supply chain, with the consumer playing a key role. Therefore, understanding the factors that positively correlate with increased organic food sales over time for an entire population can help guide policymakers, industry, and research to increase this transition further. Using a statistical approach, we developed a spatial pooled cross-sectional model to analyze factors that positively correlate with an increased demand for organic food sales over 20 years (1999-2019) for an entire region (the city-state of Hamburg, Germany), accounting for spatial effects through the spatial error model, spatially lagged X model, and spatial Durbin error model. The results indicated that voting behavior strongly correlated with increased organic food sales over time. Specifically, areas with a higher number of residents that voted for a political party with a core focus on environmental issues, the Greens and the Left Party in Germany. However, there is a stronger connection with the more "radical" Left Party than with the "mainstream" Green Party, which may provide evidence for the attitude-behavior gap, as Left Party supporters are very convinced of their attitudes (pro-environment) and behavior thus follows. By including time and space, this analysis is the first to summarize developments over time for a metropolitan population while accounting for spatial effects and identifying areas for targeted marketing that need further motivation to increase organic food sales.

How green intrinsic and extrinsic motivations interact, balance and imbalance with each other to trigger green purchase intention and behavior: A polynomial regression with response surface analysis

This research aims to examine how green extrinsic and intrinsic motivations individually and jointly affect green purchase intention and actual behavior, drawing on the integration of self-determination theory and the theory of planned behavior. Based upon a sample of 4062 consumers in Vietnam, we methodologically adopted a polynomial regression with response surface analysis to shed the light on how a higher degree of eco-friendly consumption intention and behavior is synthesized from the balance between high green extrinsic and intrinsic motivations. Conversely, a large imbalance between green extrinsic and intrinsic motivations will lower the level of environmentally friendly consumption. Additionally, this study indicates that green purchase intention is the most important predictor of green purchase behavior, and that green purchase intention significantly mediates the insolated and joint effects of green extrinsic and intrinsic motivations on eco-friendly consumption behavior.

Effect of source on trust of pulse nutrition information and perceived likelihood of following dietary guidance

OBJECTIVE

The purpose of the present study was to examine how information source (control-no source, U.S. Department of Agriculture (USDA), fictitious hospital, or fictitious social media) impacts perceptions of diet information.

METHODS AND MEASURES

Participants (N = 537) completed an online survey in which they viewed one flyer containing dietary information and guidance on consuming pulses. The purported source of the flyer information was manipulated to create the 4 conditions. Participants rated the flyer in terms of perceived accuracy, trustworthiness, reliability, desirability for learning more from the source, and likelihood of following the advice. Attitudes, perceived control and norms, and past behavior were used to measure components of the Theory of Planned Behavior (TPB).

RESULTS

ANOVA results indicated that the USDA and hospital sources were perceived as more accurate, trustworthy, reliable, and more desirable to learn more from relative to control and social media. There were no differences in likelihood of following guidance depending on source. Multiple regression showed that measures of the TPB were predictors of likelihood of following advice.

CONCLUSION

Overall, these findings suggest that trust in the source of information does not influence perceived likelihood of following dietary recommendations for pulses.

Consumer segmentation based on three dimensions of sustainable food consumption: a simultaneous analysis of meat, organic food, and sweet snack purchases based on household panel data in Germany

The literature on sustainable food consumption laments two major gaps: First, the majority of previous studies analyzed consumer behavior based on survey data on consumers' self-reported behaviors and attitudes. Second, most existing studies focused on one dimension of sustainable food choices. This paper identifies and analyzes consumer segments based on the actual purchases of 8,400 households recorded in the GfK household panel data from Germany. We used three indicators of sustainable food consumption behavior: (1) the purchase of organic products as a proxy for the environmental impact of diets, (2) the purchase of meat as a proxy for the climate impact of diets, and (3) the purchase of sweet snacks as a proxy for the healthiness of a diet. The analysis yielded two larger segments with high expenditure shares for one type of unsustainable food (meat/sweet snacks, respectively), two small segments with above average (medium/high) expenditure shares for organic food, and a large 'mainstream' segment. The five consumer segments were further analyzed regarding the observed attitude-behavior gap, and the actual prices paid in different product categories. Clear gaps between stated and actual behavior were revealed with interesting differences between the five segments and the three sustainability characteristics. The analysis is a vital starting point for designing a holistic policy instrument mix to close the gaps and to reach a sustainable transformation of the food system.

The influence of green finance availability to retailers on purchase intention: a consumer perspective with the moderating role of consciousness

As the global warming crisis is increasing daily, it is crucial to find ways to reduce the carbon footprint generated by activities like the production, consumption, and distribution of goods and services. This empirical study has looked at one approach through which environment-friendly production and consumption can be encouraged. The developed model has studied the relationship between retailers' access to green finance and consumer purchase intention of green products by incorporating the role of environmental, status, and future consciousness. Theoretical foundations for this model have been taken from the theory of planned behaviour (TPB) and theory of reasoned action (TRA), which have extensively discussed the role of consciousness and societal norms while making purchase intentions. To gain insights about the purchasing behaviour of consumers, this study collected data from the Jiangsu province of China, where a non-probability convenience sampling technique was used to distribute a questionnaire to 400 respondents between February 2022 and August 2022. The collected data was analysed using Structural Equation Modeling (SEM) in SmartPLS in order to study the relationship between independent and dependent variables. Results of this study show that retailers' access to green finance positively impacts consumer purchase intention towards green products, and adding a consciousness perspective in the model strengthens this relationship. Moreover, the theory of planned behaviour and the theory of reasoned action were validated through this study, providing insights for policymakers on the importance of promoting green finance to influence green product purchase intention. Overall, this study shows that policymakers should give green financing to retailers and environmental and future awareness to consumers to encourage environment-friendly behaviour.

Habits, Health and Environment in the Purchase of Bakery Products: Consumption Preferences and Sustainable Inclinations before and during COVID-19

The aim of the research is to investigate whether purchasing decisions about bakery products (bread, snacks and biscuits) are influenced by concerns about health, climate change, biodiversity loss and food waste. The exploratory survey was carried out in two successive moments before and during the health emergency from COVID-19. Before the health emergency, face-to-face interviews were carried out using a structured questionnaire. Data were analyzed by factor analysis, reliability tests and descriptive analysis. Structural equation modeling (SEM) was employed to test the research hypotheses. The results of the modeling analysis of the structural equations highlighted that health and the environment represent an important background in the consumer experience of the respondents and influence the attitude and intention to purchase safe and environmentally friendly bakery products. Furthermore, the results suggest that informed, modern and aware consumers have direct and indirect effects on the intentions to adopt sustainable attitudes. On the contrary, the perception relating to the shops where consumers buy bakery products does not always show a significant influence on the propensity for sustainability. During the health emergency, the interviews were conducted online. Families confined to their homes, buying less in stores, have prepared many baked goods manually at home. The descriptive analysis of this group of consumers shows a growing attention to points of sale and the tendency to use online shopping. Furthermore, the changes in the type of purchases and the importance attributed to the need to reduce food waste emerge.

Predicting the Protective Behavioral Intentions for Parents with Young Children Living in Taipei City and New Taipei City Using the Theory of Planned Behavior for Air Polluted with PM2.5

While studies on the damaging effects of PM2.5 air pollution are abundant, studies seeking to understand the factors that influence human behaviors for the avoidance of exposure to PM2.5 are lacking. Theory of Planned Behavior (TPB) can be used to investigate the effects of Attitudes (AT), Subjective Norms (SN), and Perceived Behavioral Controls (PBC) in the Behavioral Intentions (BI) of parents with young children against exposure to PM2.5. Questionnaires, based on the TPB used to predict BI, were distributed to 610 parents in Taipei City and New Taipei City. Our results revealed that the AT of both groups had a significant positive predictive effect on their PBC and BI. While the SN of the Taipei group affected BI directly, there was no significant effect on the BI from the SN of the New Taipei group. Using path analysis, Taipei City and New Taipei City groups had different BI paths: All five hypotheses are statistically significant and form four paths in the Taipei City group. While only four hypotheses in the New Taipei City group formed three paths and no path for SN-BI. Both groups formed behaviors that were based on the SN/PBC around them, which ultimately contributed to the BI of their protective behaviors.

Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA

The undertaken research examines the impact of green attitude, green customer value (e.g., environmental image and perceived value), and green marketing mix (e.g., product, packaging, price, promotion, and place) on green purchasing intention. The research has integrated fundamental theoretical approaches of customers' purchasing such as attitude-behavior context (ABC) theory, signaling theory, and theory of planned behavior (TPB) in the modified conceptual framework. Additionally, this research has also incorporated the green psychological benefits (e.g., nature experience, self-expressive, and warm glow) as mediating construct. The modified conceptual framework also unified green marketing (e.g., environmental advertising and green word of mouth) as moderator to investigate further the connotation between attitude, green customer value, green marketing mix, and green purchase intention. The survey method is used to collect data with a sample size of 896 customers that are well-versed with eco-friendly green products and services from the different urban centers of the USA. The data is analyzed through a structural equation modeling (SEM)-based multivariate approach by using SPSS 26, AMOS 26, and conditional process modeling software. The findings have demonstrated a positive and significant impact of green customer value, green marketing mix, and attitude on the green purchase intention of US customers. The study has further concluded that the green psychological benefits (mediator) and green advertising (moderator) have a significant influence on a relationship between attitude, green customer value (environmental image and perceived value), green marketing mix, and green purchasing intention. The results of this research can be helpful for researchers and academicians to get insight into theoretical approaches to green purchasing, and it can also be helpful for marketers to devise green marketing strategies to gain optimal competitive advantage in the long run.

Influencing Factors and Group Differences of Urban Consumers' Willingness to Pay for Low-Carbon Agricultural Products in China

Developing low-carbon agriculture has become a development goal for low-carbon economies in various countries, and consumers' awareness and willingness to pay (WTP) for low-carbon agricultural products is an important link in achieving the sustainable development of low-carbon agriculture. The theory of planned behavior is a widely used framework to explain consumers' food choices. Considering the intrinsic norms of consumers, their perceptions of low-carbon agricultural products, and shifts in consumer behavior, our study adds the influence of environmental awareness and consumer preferences to the theoretical framework of analysis. We choose the contingent valuing method (CVM) and use 532 consumer questionnaires in Shanghai to validate Chinese urban consumers' WTP for low-carbon products and its influencing factors. The findings show that Chinese urban consumers have a high overall awareness of low-carbon agricultural products and, after strengthening the conceptual information of consumers, most consumers agree that low-carbon vegetables are more conducive to ecological environment protection, quality, and safety guarantees than conventional vegetables. The existing analysis showed that some variables such as bid price, behavioral attitudes, subjective norms, and consumption preferences significantly influenced consumers' willingness to pay for low-carbon leafy greens, while the effect of the environmental awareness variable was not significant. Further research found that consumers' WTP for low-carbon leafy greens showed significant group differences across income, gender, age, and education. Therefore, to promote the consumption of low-carbon agricultural products in China, we should attach importance to the publicity and guidance of low-carbon vegetables and strengthen the certification of low-carbon vegetable products. This study can provide policy reference for reasonably regulating and subdividing China's low-carbon agricultural products market.

The mediating effect of post-stroke depression between social support and quality of life among stroke survivors: A meta-analytic structural equation modeling

OBJECTIVES

The aim was to confirm the relationship between social support (SS), post-stroke depression (PSD), and quality of life (QOL) and determine the mediating effect of PSD in stroke survivors. Additionally, we tested the impact of economic development level (in developed or developing countries) on the relationship between SS, PSD, and QOL.

METHODS

This study utilized meta-analytic structural equation modeling on systematically searched articles from PubMed, MEDLINE, Cochrane Library, Scopus, PsycINFO, Web of Science, China National Knowledge Infrastructure, and WanFang data published from inception to February 2022. Collect the sample size (n) of each study and the associations of observed variables, and conduct meta-analysis path analysis using AMOS 23.0 to assess the relationships. Concurrently, the effects of the national economic development level were extracted for moderator analysis.

RESULTS

A total of 28 studies (N = 3967) were included for analysis. SS and PSD were significant predictors of QOL (both p < 0.01). PSD mediated the relationship between SS and QOL (β = 0.31; 95% confidence interval 0.273-0.345; p < 0.01). Furthermore, in developed countries, SS was not statistically correlated with PSD (p = 0.811) compared to developing countries.

CONCLUSIONS

Improving SS may help improve the QOL of stroke patients. PSD should be addressed using a comprehensive approach that includes interventions to enhance the QOL. Additionally, people have different psychological reactions to SS at different stages of economic development; thus, further research is needed to develop different measurement standards for patients according to the country's level of economic development.

Food consumption and the Covid-19 pandemic: The role of sustainability in purchasing choices

The paper addresses the consumption issue in the post-Covid-19 pandemic era, finding a possible interpretative model in the theory of planned behaviour. To this end, a sample was selected, and multivariate statistical analysis showed that the aspects of sustainability, health and well-living represent possible keys to understanding purchasing and consumption behaviour in the recovery and return to "normality". The mass media, the advice of experts, and the optimism of small things (from an emotional and social point of view) also have a correlated effect on the purchase of food, health and the environment, as well as production methods, origin and supply chain, packaging and ethical and social responsibility, in line with the much desired ecological transition.

Employees buying organic food intention: An extension of the theory of planned behavior

A gradual increase in population and urbanization has increased the demand for global resources, which ultimately burdens the depletion of resources and challenges environmental sustainability worldwide. In recent decades, nature sustainability has been the biggest challenge encountered by humankind. In addition, the changing lifestyle and consumption patterns have enormously played a key role. However, the consumption pattern from the employee’s perspective suffers from the lack of research. Therefore, grounded on the theory of planned behavior (TPB), this research explores the antecedents and consequences of employees’ buying intentions in the world’s emerging market (China). Data were collected using a web-based link shared via WeChat and Q.Q.; resultants into 451 valid responses and partial least square structural equation modeling (PLS-SEM) using SmartPLS 4 have been administered for the analysis. Besides the insignificant effect of descriptive norms on buying intention and environmental concerns on purchasing behavior, other factors significantly impact purchase intention and actual buying behavior. This research witnesses a significant mediating role of buying intention. This research suggests that practitioners (i.e., marketers, government, policymakers, and environmental focus companies) develop strategies for public advertisement and launch a general message and campaigns both in urban and rural areas to prevent environmental sustainability and increases awareness related to organic consumption.

The role of product cues and regulatory focus in the consumers’ response to green products: The mediation effects of green attitudes

By applying the cue-diagnosticity theory, this study explores the influence mechanism of consumption response to low-involvement products and high-involvement products, respectively. Specifically, the purpose of this study is to investigate how product clues (brand strength and retailer reputation) affect consumption responses to green products with different involvement and to examine regulatory focus as a moderator and green attitude as a mediator. The results of study 1 reveal that for low-involvement green products, the effect of the retailer reputation rather than brand strength on consumption response is mediated by a green attitude, and the regulatory focus plays a moderating role in this process. The results of study 2 show that for high-involvement green products, the effect of the brand strength rather than retailer reputation on consumption response is mediated by a green attitude; however, the regulatory focus does not play a moderating role in this process. Finally, the data aggregation verifies that people’s consumption response to green products strongly depends on the retailer reputation, brand strength, and green attitude, and there is a moderated mediation effect of regulatory focus on the indirect effect of retailer reputation (rather than brand strength) on consumption response via green attitude. As behavioral antecedents differ across the analyzed product types in forming consumer response, it is very important for policymakers and marketers to take note of the differences when designing marketing activities for green products.

Sustainable Consumption: Will They Buy It Again? Factors Influencing the Intention to Repurchase Organic Food Grain

Global consumption trends point to rising demand for organic food as people become more health-conscious. The factors that people consider while making initial organic purchases have been discussed at length. However, the published research is scant about the factors that affect consumers’ propensity to repurchase organic goods. The present research fills this gap by focusing on what influences consumers’ decisions to repurchase organic grain. The Stimulus-Organism-Response (S-O-R) theory and the Theory of Planned Behaviour are the theoretical foundations of the present investigation. The consumer’s attitude toward organic grains and their desire to repurchase organic grains are influenced by health consciousness and previous experience. The repurchase intent was determined to be controlled by the buyer’s willingness to pay and their level of trust in the organic grain. This cross-sectional study collected the necessary data from five chosen urban centres in India. Smart PLS 3.2.9 was used to analyse the gathered data from 463 respondents. According to the findings, health consciousness and past experience favourably influence attitudes and repurchase intent. The trust that consumers have built up in organic grain as a result of past experiences is what drives their desire to make more purchases. Willingness to pay significantly controls and impacts the inclination to repurchase. The association between health consciousness and repurchase intention is partially mediated by attitude, as is the relationship between past experience and repurchase intention. The relationship between health consciousness and the desire to repurchase is partially mediated by the willingness to pay.

Farmers' willingness to adopt geographical indication practice in Indonesia: A psycho behavioral analysis

The paper examined the factors influencing farmer’s willingness to adopt GI (geographical indication) practices in the Indonesian coffee sector from a psycho behavioral perspective. Specifically, the paper examined the psychological factors influencing the willingness of farmers to adopt GI. The study combined (1) the Planned Behavior (TPB) theory and (2) Technology Acceptance Model (TAM) as the theoretical framework. The following psycho behavioral factors were constructed and tested: subjective norm (SN), perceived behavioral control (PBC), attitudes toward behavior (ATB), perceived usefulness (PU) and perceived economic benefit (PEB). The study also investigated the effects of sociodemographic factors on these psycho behavioral constructs. The survey was conducted in two geographical indication coffee territories in Indonesia that involved 178 farmers who are perceived as willing to adopt GI practices and procedures. The relationship between constructs was investigated in which structural equation modeling (SEM) was used. The obtain data were analyzed using WarpPLS 7.0. The study finds that attitude toward behavior, perceived behavioral control, and perceived economic benefit, as important factors influencing the willingness to adopt GI practices. The subjective norm did not affect willingness to adopt GI practices. Farmers’ knowledge mainly affected perceived behavioral control and willingness to adopt GI practices and procedures.

How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers

Organic food purchase behavior is attracting increasing attention from researchers and managers. However, there is a need to further explore differences among groups of consumers, namely with regards to cultural dimensions. To help fill this gap, this article aims to examine the impact of collectivism on the determinants of organic food purchase intention and behavior. Building on the theory of planned behavior, this article suggests its extension by considering an additional set of explanatory variables that are shown to be relevant to explain consumer behavior. It includes a quantitative study conducted with young consumers from two European countries, Norway (n = 468) and Portugal (n = 448). Structural equation modelling allowed to conclude that collectivism positively impacts attitude, subjective norm, perceived price, and environmental concern towards organic food. The expected positive impacts of collectivism on product availability and health concerns were not supported by the study. Furthermore, the positive impact of attitude, subjective norm, perceived price, health consciousness, and environmental concerns on intention to purchase organic food were also confirmed, even though availability had an insignificant impact on intentions. Finally, and aligned with extant literature, this study also found a positive impact of intention to purchase behavior on organic food. Interestingly, the positive relationship between Collectivism and Availability, and between Availability and Purchase Intention, was only significant for Portugal. The study confirms the relevance of considering cultural dimensions, particularly collectivism/individualism, to further understand consumer behaviors toward organic food. Based on the findings, implications for both managers and researchers are highlighted.

What Attributes of Meat Substitutes Matter Most to Consumers? The Role of Sustainability Education and the Meat Substitutes Perceptions

Given the rising environmental, health, and food safety concerns, the advantages of meat substitutes are garnering increased attention. Applying the extended theory of planned behavior, this study explored what aspects of meat substitutes positively influence consumer purchase intention associated with attitude, subjective norms, and behavioral control. In addition, the level of consumers’ education in sustainability was analyzed for its potential moderating effect within the proposed model. A total of 319 responses obtained from Korean consumers were used. The analysis results revealed that the health attributes of meat substitutes improved consumer attitude, subjective norms, and behavioral control. The environmental attributes enhanced consumer attitude and behavioral control but had no significant effect on subjective norms. Further, subjective norms led to a positive attitude, and attitude and behavioral controls positively improved meat substitutes’ purchase intention. Our analysis revealed that sustainability education significantly enhanced the positive relationship between behavioral control and purchase intention. This study provides an integrative framework that allows for a systematic understanding of consumer responses regarding meat substitutes. Our model may be useful in exploring other influential attributes of meat substitutes that can lead to more positive consumer responses and ultimately enhance consumption.

Predicting the protective behavioral intentions for parents with young children that possess different levels of education in Hong Kong using the theory of planned behavior for air polluted with PM2.5

Background

Air pollution has fast become an issue with great environmental and human health problems that can be attributed to rapid global industrialization and urbanization that has strong negative impacts on human health. Children are particularly vulnerable. While studies on the effects and toxicology of particulate matter pollutants that are 2.5 microns or smaller in size (PM2.5) are abundant, understanding the factors that influence human behaviors against or the avoidance of exposure/contact to air polluted with high levels of PM2.5 is lacking. In this study, this gap was narrowed by used the Theory of Planned Behavior (TPB) to investigate the effects of Attitudes (AT), Subjective Norms (SN), and Perceived Behavioral Controls (PBC) on the Behavioral Intentions (BI) of parents with young children with different levels of education against or avoiding contact/exposure to air polluted with high levels of PM2.5.

Methods

The TPB model was used to predict the BI of parents with young children with different levels of education that live in Hong Kong using the results collected from 410 online questionnaires. Aspects of the BI influencing parents with young children that earned undergraduate group and post-graduate group were analysed using Smart Partial Least Squares 2.0 software.

Results

Our results revealed there were substantial differences in the AT of parents with young children that earned undergraduate and post-graduate degrees with respect to exposure to air with PM2.5 pollution.

Conclusions

In this study we assessed the factors that influence the air pollution prevention and avoidance behaviors of parents of the undergraduate and post-graduate groups that were exposed to air polluted with PM2.5. Our results show the AT, SN, PBC, and BI used in the air pollution protection model for the parents of both groups are connected by separate pathways. The undergraduate group has a higher PBC compared to the post-graduate group because the SN associated with their social ecosystems contribute to their BI. Using path analysis, we revealed that the undergraduate and post-graduate groups had different BI paths. The BI path of the undergraduate group is purer and simpler when compared with the path of the post-graduate group.

Drivers and Barriers Toward Healthy and Environmentally Sustainable Eating in Switzerland: Linking Impacts to Intentions and Practices

Food consumption is among the activities with the most significant environmental impacts, and furthermore contributes to rising health costs. We explored the factors that foster or hinder healthy and sustainable eating in Switzerland. Based on an online household survey with 620 respondents, we first determined the disability adjusted life years and greenhouse gas impacts associated with individuals' dietary habits to measure healthy and environmentally sustainable eating. We then relate the nutritional health and environmental impacts to individual's intentions, and explore what interpersonal and societal factors foster or hinder healthy and sustainable eating. Results suggest that intentions for healthy eating are stronger than intentions to eat environmentally sustainable and that intentions for healthy eating transmit better into behavior than intentions for environmentally sustainable eating. Males and females had similar intentions but males showed substantially higher dietary related health impacts with 12 min of healthy life lost per day and 14% higher carbon footprint than females. Furthermore, vegan and vegetarian diets yielded very high nutritional health benefits of &gt;23 min of healthy life gained per person and day, mostly realized through the reduced intake in processed and red meat and increased consumption of nuts, wholegrain, and to a lesser extent in fruits and vegetables. Meatless diets show concurrent high reductions in the carbon footprint of −42% for vegetarians and −67% for vegan. A key obstacle to healthier and more environmentally sustainable eating is that people do not recognize the high nutritional and environmental co benefits of vegetarian and vegan diets. This suggests that policies promoting healthy eating can target factors affecting intentions, while measures targeting environmentally sustainable eating should aim at overcoming the intention behavior gap, by informing on e.g. the importance of reducing meat consumption toward environmental sustainability.

The Role of Beliefs, Pride, and Perceived Barriers in Decision-Making Regarding Purchasing Value-Added Pulse Products among US Consumers

This study explores the underlying psychological structure of purchasing value-added pulse products. It expands the theory of planned behavior (TPB) model by incorporating an emotional factor and explains consumers’ attitudes and subsequent behavioral intentions in the context of value-added pulse products (VAPPs). The study results showed the significant effect of pride on the purchase intention of value-added pulse products, as well as the moderating effect of perceived barriers on some of the relationships among the variables. Although value-added pulse products are emerging as a means of income maximization in the agri-food industry, there is a lack of understanding about consumers who purchase these products. This study fills the gap by developing a research framework for agriculture-related businesses. The findings may provide further insights into consumers’ attitudes and behaviors in consuming agri-foods, thereby assisting pulse producers and marketers to develop a more effective marketing strategy.

Effects of Perceived Benefit on Vitamin D Supplementation Intention: A Theory of Planned Behaviour Perspective

There are many factors that affect vitamin D supplementation, including those from the theory of planned behaviour (TPB); however, how the perceived benefit acts in the model remains unknown. In the current study, we tested the efficacy of the TPB and the impacts of the perceived benefit (PBE) in the model. The subjects were 287 customers who purchased vitD from pharmacies in major cities in Taiwan. A structured questionnaire was used to collect the data. t-tests, analysis of variance (ANOVA), regression analyses, and path analysis via SPSS and AMOS were used to analyse the data. The original TPB model explained 47.5% of the variance of intention with the three variables of attitude (β = 0.261), perceived behavioural control (β = 0.183), and subjective norms (β = 0.169). The model that incorporated PBE increased the explained variance to 59.7%, and PBE became the strongest predictor (β = 0.310) and a significant mediator linking attitude, subjective norms, perceived control (ANC) with supplementation intention. PBE and attitude were the two most important variables in predicting vitD supplementation intention. We suggest that updated information regarding dietary sources of vitD and its benefits should be included in health- or nutrition-related courses in education programs for the overall health of the nation.

Plastic-free behavior of millennials: An application of the theory of planned behavior on drinking choices

This study explores the factors that influence millennials' intentions and behavior regarding reduced plastic consumption. An extended theory of planned behavior was established as a conceptual model that explicitly analyzed both the role of past and stated behaviors. The stated behavior was measured using a projective technique. The data obtained from a survey of 741 Italian respondents were analyzed through multiple correspondence analysis and partial least squares structural equation modeling. The results of the projective technique characterized "plastic-free" behavior as a unidimensional construct. Structural equation modeling showed that attitudes, subjective norms, and perceived behavioral control influence the intention of millennial consumers to reduce the use of plastic drinking bottles. The perceived behavioral control is the strongest predictor of intention (ß = 0.304; p < 0.001), followed by social norms (ß = 0.271; p < 0.001) and attitudes (ß = 0.130; p < 0.001). The past behavior construct positively and significantly affects attitude (ß = 0.165; p < 0.001), intention (ß = 0.231; p < 0.001), and stated behavior (ß = 0.073; p < 0.05) constructs. The latter is also positively predicted by intention (ß = 0.151; p < 0.001). Based on the results, actions and incentives for reducing plastic consumption were provided.

Physical activity intention and attendance behaviour in Finnish youth with cerebral palsy - results from a physical activity intervention: an application of the theory of planned behaviour

Physical activity is associated with better health in individuals with cerebral palsy (CP). Numerous physical activity interventions have been designed to promote physical activity among youth with CP. No previous studies have explored the factors contributing to the intention to participate and predicting attendance behaviour for these interventions. Using theory of planned behaviour (TPB), this study explored the prediction of physical activity intention and attendance behaviour in a physical activity intervention aiming to promote physical activity in a sample of young individuals with CP. Males with CP aged 9-21 years were asked to complete measures of attitude, subjective norms, perceived behavioural control and, intentions towards a physical activity intervention. Participants had no cognitive impairments to understand and follow instructions, were categorised into Gross Motor Function Classification System I-III, did not receive any specific lower limbs' medical treatment, or did not participate in a strength training program for lower limbs within 6 months before the study. Subjective norms were found to be the only significant predictor of intention, accounting for 83% of variance in intention. Intention and perceived behaviour control were found to be a nonsignificant predictor of attendance behaviour in youth with CP. The results show that TPB is a relevant tool in the prediction of intention towards a physical activity intervention in Finnish youth with CP.

Diverse Views of Political Empowerment Among Community College Students Who Receive Food Assistance Benefits

This article examines political empowerment related to voting. The profession of social work requires practitioners to consider the social political roots of problems and to work to remediate them through micro and macro interventions, informed by political empowerment. Political empowerment involves having the power, ability, critical awareness, and sense of group identity to take action in order to create change in a political system. Findings from a qualitative study are presented to explore how recipients of food assistance benefits, enrolled in community college make decisions about voting. Data collected provides rich and contextual insight into how the decision to vote or not vote corresponds with an academic understanding of political empowerment and suggests that choosing not to vote may represent a type of political empowerment. Social work interventions related to voting for this population could include reducing stigma around government assistance, voter engagement, and work with systems to recognize the political power of those who are often left out of the process.

Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal

This study aims to segment Nepalese consumers based on the frequency of animal-based food intake and thereby the determinants of organic food purchasing behaviour to suggest possible marketing strategies for organic food suppliers. A face-to-face survey was conducted among Nepalese consumers (n = 527), underpinned by the theoretical framework, ‘theory of planned behaviour (TPB)’, and extended to include: knowledge, environmental concerns, health-consciousness, and background factors (socio-demographic and lifestyle characteristics). Three segments of consumer types were identified by employing k-means segmentation: All Low (n = 113), High Dairy (n = 246), and High Dairy and Meat (n = 168). A covariance-based structural equation modelling (CB-SEM) analysis indicated that perceived behavioural control (β = 0.438, p < 0.001) was the main predictor of organic food purchasing intention, followed by attitude (β = 0.302, p < 0.001), subjective norms (β = 0.300, p < 0.001), knowledge (β = 0.211, p < 0.001), and environmental concerns (β = 0.208, p < 0.001). Health-consciousness (β = −0.034, p = 0.374) showed no significant impact on organic food purchasing intention. Organic food purchasing intention had a strong positive impact on organic food purchasing behaviour. Socio-demographic and lifestyle characteristics were found to impact behavioural intention indirectly by their effects on attitude, subjective norms, perceived behavioural control, knowledge, and environmental concern. Income also had a direct impact on organic food purchasing behaviour. Further, consumers with a low intake of animal-based foods held positive attitudes towards organic food and had higher environmental concerns. The findings can be used to inform organic food producers and targeted marketing campaigns towards promoting organic food purchasing behaviour in Nepal and similar countries.

Using Mobile Food Delivery Applications during the COVID-19 Pandemic: Applying the Theory of Planned Behavior to Examine Continuance Behavior

COVID-19 has opened up a significant market for food delivery services in Vietnam. Based on the theory of planned behavior, subjective norms and social isolation were hypothesized to have a positive impact on behavior intention and continuance behavior. The study also aimed to determine the positive impacts of perceived food safety, food delivery, and behavioral intention on continuance behavior, while the perception of food safety and food delivery were also proposed to have direct impacts on behavioral intention. Structured equation modeling was used to evaluate data obtained from 299 respondents who were experienced in using delivery apps for ordering food. As a result, this study contributes to prior findings regarding the positive effects of the subject norm—social isolation, food delivery hygiene, perceived food safety—on behavioral intention to use mobile apps. Additionally, customers’ continued usage behavior was found to be also influenced by behavioral intention, perceived food safety, and food delivery hygiene. It was concluded that these findings have significant theoretical and practical implications. This study adds to the existing debate on consumer behavior in the context of online food delivery in Vietnam and sheds light on the elements that could be used to forecast people’s willingness to buy food through food delivery apps, and for how long they would continue to use them.

Conceptualisation of sustainable consumer behaviour: converging the theory of planned behaviour and consumption cycle

Purpose

This article attempts to explore the theoretical model and structural dimensions of sustainable consumer behaviour to develop a “sustainable consumer behaviour scale” for sustainable electronic products. Further, this study has tried to elaborate sustainable consumer behaviour by considering the complete consumption cycle which includes purchase, usage and disposal of the sustainable electronic products.

Design/methodology/approach

The theory of planned behaviour (TPB) has been employed to understand the multidimensional nature of sustainable consumer behaviour with the help of qualitative and quantitative methods. With the help of a pilot study followed by a main study, a sustainable consumer behaviour scale for sustainable electronic products has been tested and validated for its factor study, reliability, validity and model fit, etc. Moreover, the influence of demographic variables has also been examined with the help of multi-group analysis.

Findings

This study highlights that the perceived control behaviour and subjective norms are the major factors that influence sustainable consumer behaviour. Moreover, the results also indicate that female consumers, mid income consumers, young consumers (age below 30) and consumers who have studied up to senior secondary level are more sustainable.

Research limitations/implications

The results can be used by policymakers and managers to identify and target particular subjective norms and factors impacting perceived control behaviour along with a specific set of demographics to increase sustainability amongst consumers and businesses. The results of the current study can help in increasing the focus of the academic research towards sustainable consumer behaviour. It will also encourage firms to include sustainable electronic products in their product line.

Originality/value

To the best of authors' knowledge, the current article is the first empirical study to develop a sustainable consumer behaviour scale by including all the different stages of the consumption cycle using TPB for sustainable electronic products. Although multiple efforts have been made by researchers to analyse sustainable consumer behaviour, there is a scarcity in literature in which research has been done to analyse sustainable consumer behaviour by considering the whole consumption cycle (purchase, usage and disposal).

Psychological Drivers of Hotel Guests’ Energy-Saving Behaviours—Empirical Research Based on the Extended Theory of Planned Behaviour

The hospitality industry is an important energy consumer and carbon emitter. Behaviour-driven energy conservation is a strategy with great promise to strengthen the energy efficiency of hotel buildings. The aim of this study is to explore the driving psychological factors of hotel guests’ energy-saving intentions and behaviours. This paper constructs two extensions of the theory of planned behaviour (TPB) with personal norms, past behaviours, and self-determined motivation to explain the guests’ energy-saving behaviour in hotel buildings. This research compares the explanatory power of the original TPB and two extensions with structural equation modelling. The analysis is based on 530 valid, self-reported data from 827 surveyed hotel guests in Shanghai. The analysis suggests that the extended model gains greater explanatory power in predicting the behaviour patterns by employing the above three additional factors. In addition, self-determined motivation presents a more significant impact than other more developed TPB predictors, such as intention and perceived behaviour control. Aside from that, past behaviour replaces attitude as the most critical predictor of hotel energy-saving intention in the extended models. In addition to the existing interventions in office and residential buildings, the research highlights the role of self-determination in hotel energy conservation and further emphasises the long-term benefit of encouraging pro-environmental behaviours in hotel guests. The findings expand the existing research on pro-environmental behaviours and will contribute to energy-saving behaviour intervention in hotel buildings and policy formulations for sustainable hotel operation and maintenance.

Looking behind the choice of organic: A cross-country analysis applying Integrated Choice and Latent Variable Models

This cross-country study investigates the relative role of organic labelling in consumers' purchase decisions for apples and the extent to which behavioral constructs, derived from an extension of the Theory of Planned Behavior, influence consumers' choices. We apply an Integrated Choice and Latent Variable Model, combining a discrete choice experiment with structural equation modelling. Empirical validation draws on data from an online survey conducted in three European countries (N_Germany=404; N_Norway=407; N_UK=401). In all countries, price is by far the most important attribute in consumers' purchase decision of apples, followed by country-of-origin and production method. The results show considerable consistency across the investigated countries regarding the importance of behavioral constructs - attitudes, subjective norms, perceived behavioral control, trust, and personal moral norms - in explaining consumers' intentions to buy, and purchase choices for, organic apples, confirming the derived theoretical framework.

Explaining Chinese Consumers' Green Food Purchase Intentions during the COVID-19 Pandemic: An Extended Theory of Planned Behaviour

The outbreak of the COVID-19 pandemic has strongly influenced consumers' habits and behaviours, creating a more sustainable and healthier era of consumption. Hence, there is a potential for further expanding the green food sector in China. The theory of planned behaviour (TPB) is one widely used framework to explain consumers' food choices. Considering consumers' internal norms, their perceptions of green food attributes, and the shifting consumer behaviour, our study has extended the TPB framework (E-TPB) by adding constructs of moral attitude, health consciousness, and the impact of COVID-19 (IOC). The results of structural equation modelling among 360 functional samples revealed that the E-TPB model has a superior explanatory and predictive power, compared with the original TPB model regarding Chinese consumers' green food buying intentions in the current and post-pandemic periods. The path analysis demonstrated that attitude, perceived behavioural control, moral attitude, health consciousness, and IOC have significant positive effects on green food purchase intentions. However, the association between subjective norm and purchase intention varies within the TPB and E-TPB models, which showed a non-significant impact in E-TPB. These findings can generate more suitable managerial implications to promote green food consumption in China during the current and post-pandemic periods.

Purchasing Behavior of Organic Food among Chinese University Students

The consumption of organically produced food is gaining ground around the world due to growing consumers’ concerns for personal health. Nevertheless, researchersaddressed the intention-behavior gap pertaining to buying organic food and called for more studies on consumers’ actual purchasing behavior. In order to understand this disparity, the current study examined the relationship among health consciousness, pricing policy, consumer trust, personal attitude, and purchasing behavior of organic food among university students. In addition, this research examined the moderating impact of word of mouth (WOM). This research adopted a quantitative method and employed convenience sampling to administer survey questionnaires to buyers of organic food in five Chinese universities between November 2020 and February 2021. A total of 335 questionnaires were collected and used for data analysis. Structural equation modeling results revealed that purchasing behavior is positively related to health consciousness and negatively influenced by pricing policy, while personal attitude and consumer trust had an insignificant association with students’ buying behavior of organic food. Further, WOM had a positive moderating impact on the relationship between health consciousness and purchasing behavior; and was found to strengthen the negative relationship between pricing policy and organic food purchasing behavior. This study presents some critical implications for researchers and organic food retailers and marketers.

Predictive Sustainability Model Based on the Theory of Planned Behavior Incorporating Ecological Conscience and Moral Obligation

Recent studies have highlighted the importance of research on consumers’ green behavior in emerging markets. This study aims to determine the variables of the theory of planned behavior (TPB) that influence green purchasing intentions in Mexico. Into the model, we incorporated ecological conscience, moral obligation, and willingness to pay as additional variables. A sample of 300 consumers was obtained through an online survey and data were analyzed statistically using partial least squares structural equation modeling (PLS-SEM). The results revealed that perceived purchase control, ecological conscience, and moral obligation directly influence purchase intention. The study contributes to the current literature by strengthening the existing knowledge about the factors that influence the purchasing behavior of green products in emerging countries.