Developing a Model of Organic Food Choice Behavior

We investigated the purchase intentions of consumers with respect to organic food and identified the determinants of the relationship between intended and realized purchase behavior. We conducted 2 surveys with South Korean consumers and developed a new organic food choice behavior model that reflects the relationship determinants. The factors affecting intention to purchase were evaluated using a survey based on the theory of planned behavior. Realized purchases were established through follow-up interviews with a subset (n = 20) of the participants who had completed the original survey. The key influences on intention to purchase were, in descending order, consumer past experience, attitude, the subjective norm, trust, and perceived behavioral control. The determinants of actual purchase behavior were unexpected circumstances, living circumstances, and price.