The present study attempts to extend the Theory of Planned Behavior (TPB) through investigating the consumers intention to purchase organic food in the context of Taiwan and Mongolia.
The original TPB model has been extended by adding five new constructs measured the appropriateness of the new model, which includes Collectivism, Environmental Concern, Ethical Self-Identity, Food Safety Concern, and Health Consciousness. Four hundred self-administered questionnaires were distributed with the same number of samples from both countries. However, there were only 389 usable questionnaires obtained. Data were analyzed using Structural Equation Modeling (SEM) to evaluate the relationships among variables.
All the underlying dimensions except for the effect of perceived behavioral control (importance of price and perception availability) had a significant effect on consumers purchase intention to buy organic food.
Implications and marketing strategies for an organic food purchase intention has been elaborated and the future research direction is discussed.
