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EMAC 2019 Annual Conference

Antecedents and outcomes of consumers' intentions to buy organic goods: A meta-analysis

Published: May 28, 2019


Anna-Maria Christofi, University of Cyprus; Pantelitsa Eteokleous, University of Cyprus; Leonidas Leonidou, University of Cyprus; Nikolaos Korfiatis, Norwich Business School - University of East Anglia


organic goods; consumer intentions; meta-analysis


Increasing rise in consumer demand for organic goods has attracted growing research, which, however, is fragmented, isolated, and sometimes contracting to yield a clear picture. To better understand the antecedents and outcomes of consumer intentions to buy organic goods, we have developed a holistic conceptual model anchored on the Theory of Planned Behavior. This was tested using structural equation modeling meta-analysis, based on data extracted from 79 empirical studies. Our results confirm that consumers who are environmental and health conscious are more likely to develop favorable attitudes toward organic goods, have a higher level of subjective norms, and stronger personal behavioural control, while the opposite is true with regard to price conscious individuals. Favorable attitudes, positive subjective norms, and strong personal behavioral control enhance consumer intentions to buy organic goods, which in turn lead to a materialization of the actual purchase.