The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach

The extant literature on predicting organic food choice as a consumption behaviour has overlooked the role of food eating values (utilitarian and hedonic values) and individuals exploratory buying behavioural traits (exploratory information seeking and exploratory acquisition seeking). The novelty of the study is the use of food eating values and individuals exploratory buying behaviour traits as an extension to the theory of planned behaviour in predicting attitude and intentions towards organic food consumption with a representative sample of N = 431. Data was collected in two phases. In the first phase, a small qualitative face to face (semi structured) interviews were held from 22 respondents to elicit the utilitarian and hedonic values individuals attach with the organic food consumption. This is followed by the collection of survey data from two Indian metropolitan cities (New Delhi and Chennai) using a mall intercept method from the individuals visiting hypermarkets and supermarkets. The hypotheses were tested using structural equations modelling or SEM in IBM AMOS 24. Attitude to consume organic foods was found to be most dominant in predicting behavioural intention in both basic and the extended TPB model followed by subjective norms. Perceived behavioural control was found to be a significant predictor only in the extended TPB model, suggesting a dual role. Findings also suggested that utilitarian values are more influential than hedonic values in the formation of attitudes towards organic foods. Further, the exploratory information seeking traits are found to strengthen the relationship between a) perceived behavioural control and behavioural intention to consume organic foods and b) attitude to consume organic foods and behavioural intention to consume organic foods whereas exploratory acquisition seeking traits to be strengthening the relationship between attitude and behavioural intentions only. Implications for the policy makers is discussed towards the end of the study.