The Predictors of Organic Food Buying Behaviour: An Extension of Applied Norm Activation Model

Marie Augustine Lafontaine, Hossein Nezakati, Shun Mya Thwe


Even though the research about prosocial behaviour is substantial, little studies have analysed the predictors of organic food buying behaviour using a morality perspective and hence applied norm activation model. Therefore, this study aims to  propose the grocery food stakeholders like grocery stores, government and farmers with an understanding of the predictors of organic food buying behaviour.  A methodological approach will be constructed to examine the relation of awareness of consequences, ascription of responsibility and perceived consumer effectiveness with organic food buying behaviour and the mediating role of personal norms in the relationship with the predictors and organic food buying behaviour. The finding of this research is expected to contribute to the marketing field in the context of organic food, where the managers of grocery store and government would be able to improve marketing strategies, policy and regulations planning to boost the organic food demand.

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