Citation

Sampa, Masuda Begum and Nomura, Hisako and Yabe, Mitsuyasu and Abdul Aziz, Nor Hidayati and Ab Aziz, Nor Azlina (2024) Structural Equation Model for Exploring the Key Drivers of Consumer Behavior towards Environmentally Conscious Organic Food Purchasing in Japan. Sustainability, 16 (7). p. 2862. ISSN 2071-1050

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Abstract

This study investigates the influence of psychological factors and socio-demographic characteristics on the actual purchase of organic foods based on environmental consciousness. The theory of reasoned action and Hirose’s two-phase decision-making model act as the major informers to develop the research hypotheses. Through an online questionnaire survey, responses were collected from a sample of 275 Japanese consumers who bought organic foods based on environmental consciousness at least once. Structural equation modeling is used to analyze the data. This study shows that the key to promoting actual purchase lies in three factors: social norm, past experience, and willingness to pay (WTP). Attitude towards actual purchase negatively influenced actual purchase, and environmental awareness was the determinant for attitude towards actual purchase but not for actual purchase. Thus, only increasing environmental awareness is not enough to increase the actual purchase. Moreover, we could increase the actual purchase by making an effort to reduce the feelings of the unaffordability and inconvenience of organic foods, which also negatively influence WTP and negatively and indirectly influence actual purchase. This study finds that the behavior execution process is the main driving force influencing actual purchase rather than the attitude development process in terms of psychological factors behind organic food consumption based on environmental consciousness.

Item Type:	Article
Uncontrolled Keywords:	structural equation modeling; environmental consciousness; organic food; actual purchase; psychological factors; Japan
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9999 Special industries and trades
Divisions:	Faculty of Engineering and Technology (FET)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	02 May 2024 03:50
Last Modified:	02 May 2024 03:50
URII:	http://shdl.mmu.edu.my/id/eprint/12394

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