Antecedents of Consumers’ Purchase Intention towards Organic Food: Integration of Theory of Planned Behavior and Protection Motivation Theory

Before consequences of climate change continue to intensify and increasingly affect the entire planet, immediate action must be taken. For instance, adopt pro-environmental behaviors such as purchase organic food minimize harmful human-caused impacts environment. This paper aims determine factors that influence intention in Malaysia by applying theory planned behavior protection motivation theory. A total 300 questionnaires were collected PLS-SEM was employed test structural relationships. Consequences health threats not primary concerns among Malaysians when deciding whether food. Results show perceived vulnerability, response efficacy, self-efficacy, subjective norm, attitude towards Consumers more likely have positive they adequate information on vulnerability a threat its consequences. The findings provide insights antecedents outcomes particularly Malaysia. Although predictive power rewards efficacy been extensively researched past, there are limited studies integrate both theories simultaneously investigate consumers’