Determinants of organic food purchases intention: the application of an extended theory of planned behaviour

organic food purchases intention

  • Bahram Imani Department of Rural Geography, Faculty of Literature and Human Sciences, University of Mohaghegh Ardabili, Ardebil, Iran.
  • Mohammad Sadegh Allahyari Department of Agricultural Management, Rasht Branch, Islamic Azad University, Rasht, Iran
  • Abolmohammad Bondori Department of Agricultural Management, University of Mohaghegh Ardabili, Ardabil, Iran.
  • Jhalukpreya Surujlal Deputy Dean Research and Innovation, North-West University, Faculty of Economic and Management Sciences, South Africa
  • Barbara Sawicka Department of Plant Production Technology and Commodities Science, University of Agriculture in Lublin, Poland, Akademicka 15, 20-950 Lublin, Poland


This investigated the application of the extended theory of planned behavior (TPB) to determine Iranian students’ intention to purchase organic food products. The statistical population comprised all students in the field of agriculture sciences at Mohaghegh Ardabili University, Ardabil, Iran. Data were collected from 340 participants. The research instrument was a questionnaire developed through a comprehensive literature study. The content validity of the instrument was ascertained by a panel of university professors and its reliability by Cronbach’s alpha. Data were analyzed using SPSS v22 and LISREL8.80 software packages. The results of the structural equations model (SEM) showed that the variables of attitude, subjective norms, perceived behavioral control, moral norms, health consciousness, and environmental concern could account for 86 percent of the variance of students’ intention to purchase organic products. In addition, results revealed that environmental concern and health consciousness highly influenced (41 percent) attitude towards organic food products. Based on the results recommendations are made.


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How to Cite
Imani , B., Allahyari, M. S., Bondori , A., Surujlal, J., & Sawicka, B. (2021). Determinants of organic food purchases intention: the application of an extended theory of planned behaviour: organic food purchases intention. Future of Food: Journal on Food, Agriculture and Society, 9(1). Retrieved from
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