UNRAVELING THE DRIVERS OF ORGANIC FOOD PURCHASE INTENTIONS: A THEORY OF PLANNED BEHAVIOR PERSPECTIVE FROM SERBIA
The study aims to examine the determinants of Serbianconsumers’ purchase intentions related to organic food,building upon and enhancing the well-establishedframework of the Theory of Planned Behavior.Data collection by means of a web-based structuredquestionnaire has resulted in 461 responses, whichhave been subjected...