Factors Affecting Organic Food Consumption: Insights on Consumer Awareness and Behavioral Drivers

As a tendency of sustainable consumerism, organic food consumption has become a great trend among consumers and one of the unique ones in the global economy. This study aimed to reveal factors affecting consumers’ intention to purchase organic food by using a holistic approach considering behavioral drivers, consumer awareness, and demographic characteristics. Theory of Planned Behavior was used to have a deep understanding of behavioral drivers. Logistic regression analysis was applied to determine the factors affecting consumers' intention to purchase organic food. Behavioral factors were derived by different scales and the suitability of these measurement tools was approved by confirmatory factor analysis. The findings of the study showed that subjective norms, perceived behavioral control, health awareness, social responsibility concern, and trust had a positive influence on individuals' intention to purchase organic food; whereas, subjective attitudes and environmental awareness had no effect. The study produced knowledge on drivers and barriers of organic food consumption that may help all stakeholders of the sector mainly producers, marketers, and policymakers. Results of the study present an integrated model on consumer behavior toward organic food in emerging countries.