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  • The objective of this paper is twofold. Firstly, we aim at analyzing the factors that affect the intention of Czech consumers to purchase organic food, using the theory of planned behavior (TPB). Secondly, we employ an extended TPB model which introduces descriptive norms as an additional factor of behavioral intention. This study exploits data from a consumer survey of a sample of the Czech general adult population (N=252) conducted in 2010. Structural equation modeling with ML estimator is used to estimate model parameters. The empirical model derived from TPB explains 44% of variability in intention to purchase organic food. Descriptive norms are empirically distinct from injunctive norms and their inclusion in the model increases the explained variance of intention by an additional 5 percentage points. Attitudes and norms are strongest predictors of the intention to purchase organic food, while perceived behavioral control only has a weak effect.
  • The objective of this paper is twofold. Firstly, we aim at analyzing the factors that affect the intention of Czech consumers to purchase organic food, using the theory of planned behavior (TPB). Secondly, we employ an extended TPB model which introduces descriptive norms as an additional factor of behavioral intention. This study exploits data from a consumer survey of a sample of the Czech general adult population (N=252) conducted in 2010. Structural equation modeling with ML estimator is used to estimate model parameters. The empirical model derived from TPB explains 44% of variability in intention to purchase organic food. Descriptive norms are empirically distinct from injunctive norms and their inclusion in the model increases the explained variance of intention by an additional 5 percentage points. Attitudes and norms are strongest predictors of the intention to purchase organic food, while perceived behavioral control only has a weak effect. (en)
Title
  • What motivates Czech consumers to buy organic food?
  • What motivates Czech consumers to buy organic food? (en)
skos:prefLabel
  • What motivates Czech consumers to buy organic food?
  • What motivates Czech consumers to buy organic food? (en)
skos:notation
  • RIV/00216208:11690/12:10133187!RIV13-GA0-11690___
http://linked.open...avai/predkladatel
http://linked.open...avai/riv/aktivita
http://linked.open...avai/riv/aktivity
  • P(GA403/08/1694)
http://linked.open...iv/cisloPeriodika
  • 3
http://linked.open...vai/riv/dodaniDat
http://linked.open...aciTvurceVysledku
http://linked.open.../riv/druhVysledku
http://linked.open...iv/duvernostUdaju
http://linked.open...titaPredkladatele
http://linked.open...dnocenehoVysledku
  • 180889
http://linked.open...ai/riv/idVysledku
  • RIV/00216208:11690/12:10133187
http://linked.open...riv/jazykVysledku
http://linked.open.../riv/klicovaSlova
  • structural equation modeling; organic food consumption; theory of planned behavior (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...odStatuVydavatele
  • CZ - Česká republika
http://linked.open...ontrolniKodProRIV
  • [D3AE6C1C3692]
http://linked.open...i/riv/nazevZdroje
  • Sociologický časopis
http://linked.open...in/vavai/riv/obor
http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...vavai/riv/projekt
http://linked.open...UplatneniVysledku
http://linked.open...v/svazekPeriodika
  • 48
http://linked.open...iv/tvurceVysledku
  • Urban, Jan
  • Zvěřinová, Iva
  • Ščasný, Milan
http://linked.open...ain/vavai/riv/wos
  • 000307623100006
issn
  • 0038-0288
number of pages
http://localhost/t...ganizacniJednotka
  • 11690
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