LITERATURE:

Intention to Purchase

-(Nystrand and Olsen, 2020) proposed a conceptual framework suggesting that factors from the theory
of planned behavior (i.e., social norms (injunctive norms), attitude, and perceived behavioral control),
self-efficacy, and descriptive norms affect consumer intention to eat functional foods and determined
that descriptive and injunctive norms as well as attitude directly and significantly affected consumer
intention to eat functional foods. In addition to the direct relationship between norms and attitude,
another study suggested that attitude mediates the direct effect of social norms on food consumption
intentions (Cheah et al, 2020).

Reference: Cheah, I., Sadat Shimul, A., Liang, J., & Phau, I. (2020). Drivers and barriers toward
reducing meat consumption. Appetite, 149, 104636. https://doi.org/10.1016/j.appet.2020.104636

-Although the demand for organic food is growing globally, the mainstream consumption of organic
food is far less. The present study attempts to understand the underlying reasons for consumer
resistance toward consuming organic food using the theoretical framework of innovation resistance
theory (IRT) (Kushwah et al. 2019).

Reference: Kushwah, S., Dhir, A., & Sagar, M. (2019). Understanding consumer resistance to the
consumption of organic food. A study of ethical consumption, purchasing, and choice behavior. Food
Quality and Preference, 77, 1–14. https://doi.org/10.1016/j.foodqual.2019.04.003

-In the theory of The Reason Action (TRA) by Ajzen & Fishben (1980) and The Theory of Planned
Behaviors (TPB) by Ajzen (1991), stated that “purchase behavior is determined by him/her intention to
carry out this behavior”. In other words, intention is the best predictive factor for actual purchase
behavior.

Reference: Darsono, N., Yahya, A., Muzammil, A., Musnadi, S., Anwar, C., & Irawati, W. (2019a).
Consumer Actual Purchase Behavior for Organic Products In Aceh, Indonesia. Proceedings of the 1st
Aceh Global Conference (AGC 2018). https://doi.org/10.2991/agc-18.2019.43

INDICATORS:

Functional Value Quality

- When talking about non-vegetarian, organic chicken, eggs, meat, and dairy products, it should
be noted that these goods derive from animals that were not administered antibiotics or on the
growth hormones. (
Social Influence

The benefits of segmentation in the organic food market have been widely acknowledged as a means to
help managers develop effective strategies. Hitherto, most studies that have segmented the
consumption of organic products have done so using variables such as environmental consciousness,
values, lifestyle, motivations and attitudes, among others, but few have paid particular attention to
consumers of different generations. In particular, one of the most interesting generations for the organic
food market is the millennials (Molinillio et al. 2020).

Reference: Molinillo, S., Vidal-Branco, M., & Japutra, A. (2020). Understanding the drivers of
organic foods purchasing of millennials: Evidence from Brazil and Spain. Journal of Retailing and
Consumer Services, 52, 101926. https://doi.org/10.1016/j.jretconser.2019.101926

As a response, we introduce a model that emphasizes the importance of the bidirectional interaction of
social norms and individual behavior, together with a set of already established psychosocial
determinants. The overarching research question we intend to address concerns the interplay between
social norms and organic food purchasing behavior and their mutual influence on future sustainable
consumption. Our model, therefore, suggests that a change in the individual’s behavior affects the social
norms of the group to which they belong, which, in turn, indicates future sustainable behavior (Ogorevc
et al. 2020)

The most widely used value theories are Hofstede’s five-dimensional theory (Hofstede, G. 2001),
Inglehart’s theory of materialist and post-materialist values (Inglehardt, R. 1997), Schwartz’s theory of
cultural value orientations (Schwartz, S.H. 1994), and and Stern and Dietz’s biospheric-altruistic and
egoistic value orientations (Stern, P.C.; Dietz, T. 1994). The latter two theories are of specific relevance
to the study of food purchase behavior (Puska, P. 2019 and Hansen et al. 2018).

Reference: Reference: Ogorevc, M., Primc, K., Slabe-Erker, R., Kalar, B., Dominko, M., Murovec, N.,
& Bartolj, T. (2020). Social Feedback Loop in the Organic Food Purchase Decision-Making Process.
Sustainability, 12(10), 4174. https://doi.org/10.3390/su12104174
Actual Purchasing

The Theory of Reasoned Actions (TRA) that was suggest by Fishbein & Ajzen, (1975) was supported the
development of purchase behavior (Daroson et al. 2019)

Reference: Darsono, N., Yahya, A., Muzammil, A., Musnadi, S., Anwar, C., & Irawati, W. (2019a).
Consumer Actual Purchase Behavior for Organic Products In Aceh, Indonesia. Proceedings of the 1st
Aceh Global Conference (AGC 2018). https://doi.org/10.2991/agc-18.2019.43