Akademik Veri Yönetim Sistemi
Journal of International Food & Agribusiness Marketing, cilt.34, sa.2, ss.1-31, 2022 (Scopus)
This study investigated repeated organic food purchasing
behavior among customers of a local farm. Differently from previous studies, which have mostly taken random individuals as
their sample, this study had as its sample individuals who are
already customers and who have purchased several times, or
have at least demonstrated an intention to do so through membership. Therefore, by eliminating the motivational aspect of
intention, the focus was on examining the intention-behavior
gap. Specifically, this gap was tested for repeated purchases by
incorporating food safety concern, health consciousness, trust,
and organic food knowledge as background variables into the
Theory of Planned Behavior model. Data were collected through
an online survey from 594 local farm customers, and the
responses were analyzed using structural equation modeling.
The utility of the extended model is mainly confirmed by this
study, and the predictive power of the model is improved compared to the basic model. Lastly, intention and perceived behavioral control mediates the relationship between trust and
organic food purchasing behavior, and further, trust moderates
the relationship between intention and self-reported organic
food buying behavior