UNRAVELING THE DRIVERS OF ORGANIC FOOD PURCHASE INTENTIONS: A THEORY OF PLANNED BEHAVIOR PERSPECTIVE FROM SERBIA

Abstract

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 to Partial Least Squares StructuralEquation Modeling (PLS-SEM), using SmartPLS 4.The study’s findings indicate that favourable attitudesare the key driver of organic food purchase intentionsand that they are shaped by food safety concern andperceived environmental knowledge. Significant others’expectations directly influence consumers’ willingnessto purchase organic food, and indirectly contribute topositive attitudes towards organic food. Organic foodavailability and affordability directly contribute tocustomers’ purchase intentions and enhance positiveinfluence of attitudes on purchase intentions. Theoreticaland managerial implications have been discussed andlimitations and future research directions are outlined.