Original scientific paper

https://doi.org/10.5513/JCEA01/22.1.3026

Purchase of organic vegetables as a form of pro-environmental behaviour: Application of Norm Activation Theory

Ivica Faletar ; Federal Research Institute for Rural Areas, Forestry and Fisheries, Institute of Market Analysis, Johann Heinrich von Thünen Institute, Bundesallee 63, 38116 Braunschweig, Germany
Damir Kovačić ; University of Zagreb Faculty of Agriculture, Department of Agricultural Marketing, Svetošimunska cesta 25, 10000 Zagreb, Croatia
Marija Cerjak ; University of Zagreb Faculty of Agriculture, Department of Agricultural Marketing, Svetošimunska cesta 25, 10000 Zagreb, Croatia

Abstract

The aim of this research was to explore the applicability of norm activation theory in the context of organic vegetables with intention to purchase as a variable of the interest. Survey was conducted on a sample of 404 organic vegetables consumers. Results of Structural Equation Modeling revealed that the determinants of personal norm were awareness of need and social norm. Personal norm and social norm significantly and positively influenced purchasing intention of organic vegetables, approving applicability of norm activation theory. Based on these findings, recommendations for marketing practice are given in order to strengthen purchasing intention of organic vegetables and thus purchasing behaviour of organic vegetables as a form of pro-environmental behaviour.

Keywords

norm activation theory; organic vegetables; pro-environmental behaviour

Hrčak ID:

254980

URI

https://hrcak.srce.hr/254980

Publication date:

28.3.2021.

Article data in other languages: croatian

Visits: 1.081 *