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Nguyen, P.M. Norm Activation Model and Organic Food Purchase Intention. Encyclopedia. Available online: https://encyclopedia.pub/entry/18674 (accessed on 06 July 2024).
Nguyen PM. Norm Activation Model and Organic Food Purchase Intention. Encyclopedia. Available at: https://encyclopedia.pub/entry/18674. Accessed July 06, 2024.
Nguyen, Phuong Mai. "Norm Activation Model and Organic Food Purchase Intention" Encyclopedia, https://encyclopedia.pub/entry/18674 (accessed July 06, 2024).
Nguyen, P.M. (2022, January 24). Norm Activation Model and Organic Food Purchase Intention. In Encyclopedia. https://encyclopedia.pub/entry/18674
Nguyen, Phuong Mai. "Norm Activation Model and Organic Food Purchase Intention." Encyclopedia. Web. 24 January, 2022.
Norm Activation Model and Organic Food Purchase Intention
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This entry is adapted from the peer-reviewed paper 10.3390/su14020816

Attitude plays the most critical role in explaining the organic food purchase intention of Vietnamese consumers, followed by social norms and personal norms. Notably, attitude also remarkably mediated the impact of environmental awareness and knowledge of organic food on purchase intention. Meanwhile, personal norms played the mediating role in the NAM that intervene the connection between social norms and purchase intention. Based on our analysis, we suggested policymakers, manufacturers, marketers, and sellers of organic food change their actions for the growth of the organic food market in Vietnam.

organic food purchase intention Norm Activation Model Theory of Planned Behavior

1. Organic Food and Purchase Intention

Organic food (OF) is seen as a byproduct of organic farming. Organic food is produced in a controlled and verified environment. In its norms, IFOAM outlines the production process in terms of principles and standards worldwide (IFOAM, 2005). The organic production method is governed in the European Union by EC Regulations 834/2007 and 889/2008. In addition, international organizations (such as the FAO’s Codex Alimentarius and the WHO’s Codex Alimentarius and the UN) and national associations (e.g., Bioland, Demeter, Naturland) also have regulations on organic food. Furthermore, various national laws regulate organic food production in several nations across the world, including the United States National Organic Program (www.ams.usda.gov/nop/, accessed on 18 November 2021), China, and Japan [1].
Organic food is defined in EC Regulation 834/2007, related to EC 178/2002 [1]. Organic food can be defined using a variety of features that can be used as quality indicators. Because organic food also has a symbolic value, quality attributes can be directly experienced (determined), judged, or believed in [2].
Organic food includes both organic plants and organic animals, indicating that fruits and vegetables can be grown organically and animals are fed in an organic manner. In other words, organic food is a new form of conventional food that has been improved to change quality and taste through agricultural farming. Organic food targets middle and high-income consumers who are health conscious and care about food safety and hygiene. Krystallis and Ness (2004) [3] found that “high quality”, “good or safer for health”, “delicious taste”, “convenient”, and “ethical” are the main features that consumers mention when they think about organic food.
Purchase intention refers to an individual’s desire to buy a specific product or service. Numerous studies have investigated purchase intention as it is considered the most crucial direct factor that determines the actual purchase of a product. In the organic food market, organic food purchase intention reflects the desire to own and consume the product of the consumers. Different factors have been discovered to influence consumers’ purchase intention, including the Theory of Planned Behavior.

2. Theory of Planned Behavior

Many studies have long used the Theory of Planned Behavior (TPB) to explain people’s actions. An individual’s behavior is determined by their intent to perform such activity, according to TPB. In turn, intentions are linked to some factors such as attitude, subjective norm, and perceived behavioral control. A person’s favorable or unfavorable opinions regarding given conduct are referred to as attitude. A person’s perceived societal acceptability of an action is referred to as a subjective norm. Finally, perceived behavioral control refers to a person’s perception of their ability to do a specific behavior. According to Ajzen (1991) [4] if the attitude, subjective norm, and perceived behavioral control are all strong, the intention will be firm, resulting in the desired behavior. As a result, the TPB considers attitude the most critical component in determining intentions and subsequent behaviors.
TPB has been adopted in numerous studies to explain pro-environmental behaviors such as the adoption of energy-efficient home appliances [5][6], energy saving behavior at workplace [7], environmentally friendly transportation modes [8], and green products [9]. In the organic food sector, many studies in both developed and developing countries have adopted and adapted TPB to explain consumers’ purchase behaviors. Some studies include Chakrabarti (2010) [10], de-Magistris and Gracia Royo (2012) [11], De Magistris and Gracia (2008) [12], Dettmann and Dimitri (2009) [13], Katt and Meixner (2020) [14], Maaya et al. (2018) [15], Pham et al. (2019) [16], Nguyen et al. (2021) [17], and Rodríguez et al. (2007) [18].

3. Norm Activation Model

Schwartz (1977) [19] proposed the Norm Activation Model (NAM) to describe how people behave regarding moral dilemmas. According to NAM, people participate in pro-environmental actions when their standards reflect moral obligations to act pro-socially and environmentally. NAM has been successfully employed in several studies of consumers’ behaviors since its inception.
The NAM has been adapted in studies to explain a variety of pro-environmental behaviors such as electricity-saving behavior [20], environmentally friendly travel choices [21], recycling [22], and purchasing environmentally friendly products [23]. Similarly, van der Werff and Steg (2015) [24] also used NAM to explain energy use with 468 people in the Netherlands.

References

  1. Kahl, J.; van der BurGt, G.J.; Kusche, D.; Bügel, S.; Busscher, N.; Hallmann, E.; Kretzschmar, U.; Ploeger, A.; Rembialkowska, E.; Huber, M. Organic food claims in Europe. Foodtechnology 2010, 3, 38–46.
  2. Tijskens, L.; Hertog, M.; Nicolaï, B.M. Food Process Modelling; Woodhead Publishing Limited: Sawston, UK, 2001; Volume 59.
  3. Krystallis, A.; Ness, M. Motivational and cognitive structures of Greek consumers in the purchase of quality food products. J. Int. Consum. Mark. 2004, 16, 7–36.
  4. Ajzen, I. The theory of planned behavior. Organ. Behav. Hum. Decis. Process. 1991, 50, 179–211.
  5. Bhutto, M.Y.; Liu, X.; Soomro, Y.A.; Ertz, M.; Baeshen, Y. Adoption of energy-efficient home appliances: Extending the theory of planned behavior. Sustainability 2021, 13, 250.
  6. Nguyen, T.N.; Lobo, A.; Nguyen, B.K. Young consumers’ green purchase behaviour in an emerging market. J. Strateg. Mark. 2018, 26, 583–600.
  7. Gao, L.; Wang, S.; Li, J.; Li, H. Application of the extended theory of planned behavior to understand individual’s energy saving behavior in workplaces. Resour. Conserv. Recycl. 2017, 127, 107–113.
  8. Haustein, S.; Hunecke, M. Reduced use of environmentally friendly modes of transportation caused by perceived mobility necessities: An extension of the theory of planned behavior. J. Appl. Soc. Psychol. 2007, 37, 1856–1883.
  9. Maichum, K.; Parichatnon, S.; Peng, K.C. Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability 2016, 8, 1077.
  10. Chakrabarti, S. Factors influencing organic food purchase in India–expert survey insights. Br. Food J. 2010, 112, 902–915.
  11. de Magistris, T.; Gracia Royo, A. Do Consumers Pay Attention to the Organic Label when Shopping Organic Food in Italy? In Organic Food and Agriculture—New Trends and Developments in the Social Sciences; Matthew, R., Ed.; InTech Publishing: Rijeka, Croatia, 2012; pp. 109–128.
  12. De Magistris, T.; Gracia, A. The decision to buy organic food products in Southern Italy. Br. Food J. 2008, 110, 929–947.
  13. Dettmann, R.L.; Dimitri, C. Who’s buying organic vegetables? Demographic characteristics of US consumers. J. Food Prod. Mark. 2009, 16, 79–91.
  14. Katt, F.; Meixner, O. A systematic review of drivers influencing consumer willingness to pay for organic food. Trends Food Sci. Technol. 2020, 100, 374–388.
  15. Maaya, L.; Meulders, M.; Surmont, N.; Vandebroek, M. Effect of environmental and altruistic attitudes on willingness-to-pay for organic and fair trade coffee in Flanders. Sustainability 2018, 10, 4496.
  16. Pham, T.H.; Nguyen, T.N.; Phan, T.T.H.; Nguyen, N.T. Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy. J. Strateg. Mark. 2019, 27, 540–556.
  17. Nguyen, T.M.; Park, J.H.; Choi, W.L. Factors Influencing Consumer Purchase Intention toward Organic Food Products: An Empirical Study in Vietnam Market. J. Channel Retail. 2021, 26, 125–145.
  18. Rodríguez, E.; Lacaze, V.; Lupín, B. Willingness to pay for organic food in Argentina: Evidence from a consumer survey. In International Marketing and Trade of Quality Food Products; Wageningen Academic Publishers: Wageningen, The Netherlands, 2007; pp. 297–341.
  19. Schwartz, S.H. Normative Influences on Altruism. In Advances in Experimental Social Psychology; Elsevier: Amsterdam, The Netherlands, 1977; Volume 10, pp. 221–279.
  20. Zhang, Y.; Wang, Z.; Zhou, G. Antecedents of employee electricity saving behavior in organizations: An empirical study based on norm activation model. Energy Policy 2013, 62, 1120–1127.
  21. Hunecke, M.; Blöbaum, A.; Matthies, E.; Höger, R. Responsibility and environment: Ecological norm orientation and external factors in the domain of travel mode choice behavior. Environ. Behav. 2001, 33, 830–852.
  22. Park, J.; Ha, S. Understanding consumer recycling behavior: Combining the theory of planned behavior and the norm activation model. Fam. Consum. Sci. Res. J. 2014, 42, 278–291.
  23. Onwezen, M.C.; Antonides, G.; Bartels, J. The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour. J. Econ. Psychol. 2013, 39, 141–153.
  24. van der Werff, E.; Steg, L. One model to predict them all: Predicting energy behaviours with the norm activation model. Energy Res. Soc. Sci. 2015, 6, 8–14.
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