To buy or not to buy organic food: evaluating the moderating effect of gender using PLS-MGA Online publication date: Tue, 12-Jan-2021
by Reza Saleki; Farzana Quoquab; Jihad Mohammad
International Journal of Business Governance and Ethics (IJBGE), Vol. 15, No. 1, 2021
Abstract: Grounded in the theory of planned behaviour (TPB) and norm activation model (NAM) this study aim to examine the effect of factors such as attitude, subjective norm, perceived behavioural control and moral norm that may motivate consumer to purchase organic food in the context of Malaysia. Additionally, this research intends to extend the TPB by incorporating moral norm into the model. Moreover, this study aims to examine the moderating role of gender with respect to all relationships. Survey method was used and collected 120 responses from male and 126 from female. Data were analysed by using partial least square and multi-group technique. Findings revealed that attitude, subjective norm, perceived behavioural control and moral norm have significant positive effect on purchase intention. Contrary to expectation there was no significance difference between male and female for all developed relationships. Theoretical and managerial implications are discussed.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Governance and Ethics (IJBGE):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook