Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country

Figures & Tables

Characteristic	Frequency	Percent (%)
Gender	-	-
Female	297	69.7
Male	129	30.3
Organic food priority	-	-
Organic vegetable	174	40.8
Organic meat	112	26.3
Organic fruit	81	19.0
Organic cereals	18	4.2
Organic drink	31	7.3
Organic seasoning for cooking	7	1.6
Organic cookies	3	0.7
Estimated budget for organic food (in total monthly expenditure)	-	-
Below 15%	122	28.6
From 15% to 35%	245	57.5
Above 35%	59	13.8

Hypothesis	Path	Original Sample (O)	Sample Mean (M)	Standard Deviation (STDEV)	T-Statistics (\|O/STDEV\|)	P Values	Hypothesis Conclusion
H1	HC → ATT	0.322	0.328	0.058	5.543	0.000	Accepted
H2	KOF → ATT	0.237	0.236	0.052	4.539	0.000	Accepted
H3	ENV → ATT	0.368	0.363	0.060	6.168	0.000	Accepted
H4	ATT → INT	0.403	0.404	0.055	7.276	0.000	Accepted
H5	SN → INT	0.264	0.263	0.058	4.593	0.000	Accepted
H6	PBC → INT	0.174	0.172	0.044	3.954	0.000	Accepted
H7	PN → INT	0.118	0.121	0.041	2.874	0.004	Accepted
H8	INT → APB	0.322	0.317	0.058	5.514	0.000	Accepted
H9	PB → APB	0.152	0.151	0.057	2.647	0.008	Rejected
H10	PP → APB	0.012	0.013	0.054	0.216	0.829	Rejected
H11	TRU → APB	0.356	0.359	0.065	5.488	0.000	Accepted

Constructs	Items	Loadings	VIF	Cronbach's Alpha	Composite Reliability (CR)	Average Variance Extracted (AVE)
Health consciousness (HC)	HC1	0.874	2.198	0.847	0.907	0.766
	HC2	0.864	1.826
	HC3	0.887	2.265
Knowledge of organic food (KOF)	KOF1	0.816	1.872	0.779	0.867	0.686
	KOF2	0.825	1.965
	KOF3	0.843	1.378
Environmental awareness (ENV)	ENV1	0.813	1.515	0.814	0.890	0.729
	ENV2	0.876	2.197
	ENV3	0.871	2.085
Attitude toward organic food consumption (ATT)	ATT1	0.907	2.862	0.856	0.913	0.778
	ATT2	0.926	3.149
	ATT3	0.810	1.674
Social norms (SN)	SN1	0.856	2.496	0.910	0.933	0.736
	SN2	0.883	3.121
	SN3	0.847	2.622
	SN4	0.861	2.685
	SN5	0.841	2.310
Perceived behavioral control (PBC)	PBC1	0.861	2.342	0.845	0.906	0.763
	PBC2	0.905	2.681
	PBC3	0.852	1.703
Personal norms (PN)	PN1	0.854	2.169	0.885	0.928	0.812
	PN2	0.925	2.864
	PN3	0.923	2.826
Intention to purchase organic food (INT)	INT1	0.895	2.572	0.899	0.937	0.832
	INT2	0.906	2.714
	INT3	0.934	3.475
Perceived price (PP)	PP1	0.859	2.222	0.774	0.869	0.688
	PP2	0.840	2.049
	PP3	0.788	1.315
Perceived barriers (PB)	PB1	0.798	1.828	0.848	0.897	0.686
	PB2	0.848	1.933
	PB3	0.833	2.106
	PB4	0.831	2.068
Trust (TRU)	TRU1	0.886	3.101	0.914	0.939	0.794
	TRU2	0.895	3.211
	TRU3	0.886	2.830
	TRU4	0.897	3.041
Actual purchase behavior (APB)	APB1	0.905	2.734	0.889	0.931	0.818

Construct	Number of items	Adapted from
Health consciousness (HC)	3	Pham et al. (2019); Singh and Verma (2017)
Knowledge of organic food (KOF)	3	Singh and Verma (2017)
Environmental awareness (ENV)	3	Teng and Wang (2015)
Attitude toward organic food consumption (ATT)	3	Gil et al. (2000); Michaelidou and Hassan (2008); Çabuk et al. (2014)
Social norms (SN)	5	Mørk et al. (2017)
Perceived behavioral control (PBC)	3	Bredahl (2001)
Personal norms (PN)	3	Mørk et al. (2017)
Intention to purchase organic food (INT)	3	Pham et al. (2019); Singh and Verma (2017)
Perceived barriers (PB)	4	Pham et al. (2019)
Perceived price (PP)	3	Singh and Verma (2017); Gil et al. (2000)
Trust (TRU)	4	ThØgersen (1995); Wang (2015); Tandon et al. (2020)
Actual purchase behavior (APB)	3	Singh and Verma (2017)