The positive role of labelling on consumers’ perceived behavioural control and intention to purchase organic food

The consumption of organic food has increased dramatically in recent years in response to consumers’ concerns with issues related to health, well-being and the environment. However, further increases are restricted by a number of barriers, one of the most important of which is information. Using the Reasoned Action Approach (RAA), this study is the first to examine the role of product specific information (labelling) to understand the gap between consumer attitude and behavioural intention to purchase organic food products. Based on responses from 1,052 New Zealand consumers, analysis using structural equation modelling demonstrates that labelling plays an important role within the perceived behavioural control dimension of the RAA, as well as directly on attitudes, in influencing behavioural intention. The more that respondents agree that labelling is actionable, the more positive their attitude and sense of control, and hence intention and (self-reported) behaviour. These findings suggest that by improving labelling systems to include more actionable information, such as the health, environmental and societal benefits of products, consumers perceived behavioural control can be increased to strengthen intentions to purchase organic products.