Using the Theory of Planned Behavior to Investigate What Influences Chinese Intention to Purchase Organic Food

Organic farming is promising and the development of organic food market is imperative. So learning what influences people's intention to consume organic food is of uppermost priority. This paper incorporates self-identity and ecological motives into the theory of planned behavior (TPB) to investigate Chinese intentions to purchase organic food. A survey was conducted on 260 university students through in-depth questionnaire. The AMOS results revealed that in the modified model, only attitude and ecological motive were the independent predictors of students intention. And the subjective norm, perceived behavioral control and the added self-identity had no significant relationship with the purchasing intention.