본문 바로가기 주메뉴 바로가기


A Study of the Factors Influencing Behavioral Intention for Organic Food: Using the Theory of Planned Behavior

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2012, v.10 no.2, pp.53-62
Choi, Hwa-Sun
Lee, Kwang-Keun
  • Downloaded
  • Viewed


Well-being is a reflection of current sociocultural trends that focus on the quality of life based on economic growth. Furthermore, organic food is believed to help people maintain good health and therefore leads to increased consumption of organic foods. Therefore, consumer interest in organic food is increasing, causing its market to grow, and this trend will be maintained in the future. The abuse of agricultural pesticides, gene manipulation, and bovine spongiform encephalopathy has caused consumers to worry about food safety. The well-being trend has also contributed to consumers' growing interest inorganic food and organic agricultural products. A consumer's choice offood is a complex processes affected by various factors. In particular, organic food is considered an individualistic merit good, considering the consumers' preferences related to certification policies. Therefore, various factors such as personal characteristics and sense of value could affect consumers' decisions. This research focused on an analysis of the factors influencing consumers' purchasing intention for organic food on the basis of an increase in organic food consumption. The research method was based on the theory of planned behavior (TPB). Factors such as consumer characteristics regarding food consumption, purchasing frequency, and other factors affecting purchasing intention were presented. The hypothesis was set using advanced research and stated that it is easier to forecast purchasing intentions by combining the theory of planned behavior and personal characteristics of consumer. The results show that two dimensions, attitude and perceived behavioral control, have statistically significant influence on the purchasing intention. It can be said that a positive attitude toward organic foods in particular increases the possibility of purchasing intention. In addition, consumers who consume more organic food products are more likely to have positive attitudes, and, in the past, purchasing frequency has positively influenced purchasing intention of organic foods. Consumers' negative feelings about the non-purchase of organic foods also showed a negative influence on purchasing intentions. In other words, even though consumers feel uncomfortable when not consuming organic food products, they do not try to purchase such products because of this feeling of discomfort. Furthermore, the subjective norm and the behavioral control of food-related involvement do not have a statistically significant influence on the purchasing intention or attitudes. This research verified the influence of factors related to purchasing intention. This study has several limitations: (1) even though consumers' responses can change based on the type of food, the types of food were not classified in this study; (2) future studies are necessary to analyze the attitudes of consumers on the basis of their purchasing experiences with organic foods.

유기농식품, 소비자, 구매행동, 영향요인, 계획적행동모델



강창용, 정은미 (1999), "친환경농산물의 생산과 소비행태분석", 농촌경제, 22(4), 61-74.


강종헌, 장항진 (2008), "유기농 쇠고기에 대한 신념, 주관적 규범,도덕관념과 태도가 소비의도에 미치는 영향 평가", 한국식생활문화학회지, 23(3), 301-307.


강지은 (2005), "가치성향에 따른 주부들의 유기농산물 구매행동분석", 인천대학교 석사학위논문, 1-89.


김겸배 (1999), "유기농산물 유통활성화에 관한 연구", 성균관대학교 석사학위 논문, 1-94.


김귀성 (2006), "주성분회귀분석을 위한 로버스트추정법에 관한 연구", 숙명여자대학교 석사학위 논문, 1-38.


남은우(2010), “블로그 특성이 관계품질과 구매의도에 미치는 영향”, 유통과학연구, 8(2), 45-51.


고은희 (2006), "건강지향식생활에 따른 주부들의 식품구매행동 조사", 숙명여자대학교 석사학위 논문, 1-64.


박소진, 유소이 (2007), "건강동기와 환경에 대한 관심이 유기농식품 선택에 미치는 영향연구", 소비문화연구, 10(4), 107-126.


박혜영 (2005), "건강관심도와 환경관심도가 유기농산물 구매행동에 미치는 영향", 중앙대학교 석사학위 논문


배경근 (2006), "유기농산물과 유기가공식품 현황", 식품과학과 산업, 9월호, 35-518,


식품음료신문(2008), 2008년 9월 30일자.


유보영 (2008), "소비자의 웰빙식품 구매행동에 관한 연구", 숙명여자대학교 석사학위 논문, 1-57.


유소이, 박소진, 윤하영, 동쉬에페이 (2008), "유기농 식품에 대한소비자의 구매의도 영향요인분석", 산업경제 연구, 21(1),441-460.


유소이, 박재홍 (2005), "식품과 관련된 위험에 대한 소비자관심과변화된 구매행동의 연계성 및 결정요인 분석: 잔류농약,미생물,성장호르몬,방사선조사, 식품첨가제에 관하여", 산업경제연구, 18(6), 2841-2858.


유소이, 윤하영 (2009), "식품선택동기와 유기농식품선택", 산업경제연구, 22(6), 2641-2659.


윤명길, 김유오(2007), “한국에서의 유통학문 연구 방법론에 대한소고”, 유통과학연구, 5(1), 75-88.


윤주이 (2002), "친환경 농산물의 생산, 소비구조와 신뢰성 제고방안에 관한 연구", 동국대학교 박사학위 논문, 1-258.


윤하영 (2008), "식품에 대한 소비자의 구매의도 영향요인 분석:유기농식품과 유전자재조합식품(GMO)의 비교", 전북대학교 석사학위 논문, 1-93.


이상배, 김용겸, 김인호 (2004), "정보시스템 요원의 정보윤리 실천의도에 영향을 미치는 요인간 관계연구", 경영학연구,33(2), 375-422.


이학식, 김영(2000),“합리적 행동이론과 계획적 행동이론의 평가와대안적 견해:소비자 구매행동의 맥락에서”, 소비자학연구,11(4), 33.


최자영, 김경자 (2003), "계획적 행동이론을 적용한 소비자들의 온라인 쇼핑행동 분석", 소비자학 연구, 14(4), 89-103.


한국농촌경제연구원 (2009), "2010년 국내외 친환경농산물의 생산실태 및 시장 전망"


Ajzen, I. (1985), "From Intention to Actions: A Therory of Planned Behaviour", in J.Kuhl & J. Beckmann(Eds), Action Contorl from Cognition to Behavior, 11-39, Heidelberg: Springer


Ajzen, I. (1991), "The Theory of Planned Behavior. Organizational Behaviour and Human Decision Processes, 50, 179-211.


Ajzen, I. (1998), Attitudes, Personality, and Behaviour. Buckingham: Open University Press.


Ajzen, I. & Madden, T.J. (1986), "Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control", Journal of Experimental Social Psychology, 22, 453-474.


Bamberg, S., Ajzen, I. & Schmidt, P. (2003), "Choice of travel mode in the theory of planned behavior: The roles of past behavior, habit and reasoned action", Basic and applied social pcychology, 25(3), 175-187.


Bell, R. & Marshall, D.W. (2003), "The construct of food involvement in behavioral research: Scale development and vali dation", Appetite, 40, 235-244.


Bentler, P. M. & Speckart, G. (1979), "Models of attitude-behavior relations", Psychologocal Review, 86, 452-464.


Brennan, G. and Lomasky, L. (2002), "Institutional Aspects of 'Merit Goods' Analysis", Finanzarchiv, 41, 183-206.


Chen, Mei-Fang (2007), "Consumer attitudes and purchase intentions in relation to organic food in Taiwan: Moderating effects of food-related personality traits", Food Quality and Preference, 18, 1008-1021.


Conner, M. & Abraham, C. (2001), "Conscientiousness and the theory of planned behavior: Toward a more complete model of the antecedents of intentions and behavior", Personality and Social Psychology Bulletin, 27(11), 1574-1561.


Conner, M. & Armitage, C.J. (1998), "Extending the theory of planned behavior: A review and avenues for further research", Journal of Applied Social Psychology, 28, 1429-1464.


Courneya, K.S. & McAuley, E. (1993), "Prediction physical activity from intention: Conceptual and methodological issues", Journal of Sport and Exercise Psychology, 15, 50-62.


Eertmans, A., Victoir,A., Vansant, G. & Bergh, O. (2005), "Food-related personality traits, food choice motives and food intake: Mediator and moderator relationships", Food Quality and Preference, 16, 714-726.


Fishbein, Martin and Ajzen, Icek (1975), Belief, Attitude, and Behavior: An Introduction to Theory and Reading, MA: Addison-Wesley. Addison-Wesley, 6.


Furst, T., Connors, M., Bisogni, C.A., Sobal, J. and Falk, L. W.(1996), "Food choice: A Conceptual Model of the Process",Appetite, 26(3), 247-265.


Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (2005), Data analysis with readings, Prentice-Hall International. Inc.


Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L.(2006), Multivariate Data Analysis, 6th ed, Nes Jersey:Prentive-Hall International Inc


Kuther, T. L (2002), “Rational decision perspectives on alcohol consumption by youth: Revising the theory of planned behavior", Addictive Behaviors, 27, 35-47.


Loewenstein, G.F., Weber, E.U. Hsee, C.K. & Welch, N. (2001),"Risk as feelings", Psychological Bulletin, 127, 267-286.


Magnusson, Maria K., Arvola, Anne, Hursti, Ulla-Kaisa K., berg, Lars and Sjdn, P. (2003), "Choice of organic food is related to perceived consequences for human health and to environmentally friendly behaviour", Appetite, 40, 109-117.


Mann, Stefan (2003), "Why Organic Food in Germany is a Merit Good", Food Policy, 28, 459-469.


Methieson, K., Peacock, E. & Chin, W. W. (2001), "Extending the technology acceptance model: The influence of perceived user resources", DATA BASE for Advances in Information Systems, 32(3), 86-112.


Norman, P. & Smith, I. (1995), "The theory of planned behaviour and exercise: An investigation into the role of prior behavior, behavioral intentions and attitude variability," European Journal of Social Psychology, 12, 403-415.


Pliner, P.P. and Hobden, K.(1992), "Development of a Scale to Measure the Trait of Food Neophobia in Humans", Appetite, 19(2), 105-120.


Rhodes, R.E. & Courneya, K. S. (2003), "Modelling the theory of planned behavior and past behavior", Psychology, Health & Medicine, 8, 57-68.


Richard, R., van der Pligt, J. & Vries, N. (1996), "Anticipated affect and behavioral choice", Basic and Applied Social Psychology, 18, 111-129.


Richard, R. de Vries, N. K. & van der Pligt, J. (1998), “Anticipated regret and precautionary sexual behavior”, Journal of Applied Social Psychology, 28, 1411-1428.


Stanovich, K. E. & West, R. F. (2000), "Individual differences in reasoning: Implications for the rationality debate", Behavioral and Brain Sciences, 23, 645-726.


Tsakiridou, E., Boutsouki, C., Zotos, Y. & Mattas, K. (2008),"Attitudes and behaviour towards organic products: an exploratorystudy", Retail & Distribution Management, 36,158-175.


Triandis, H. C. (1977), Interpersonal behavior, Monterey, CA: Brooks/Cole.


Williams, P. R. D. and Hammit, J. K.(2001), “Perceived risks of conventional and organic produce: Pesticides, pathogens, and natural toxins”, Risk Analysis, 21, 319-330.

The Journal of Distribution Science