Intention to re-consume organic food: Sensory attributes, egoistic motive, and warm glow in the extended TPB

Abstract

This study seeks to examine consumer intention to re-consume organic food in Indonesia from a psychological standpoint using the Theory of Planned Behavior (TPB). In this study, new constructs were included, namely perceived sensory appeal, egoistic motive, and warm glow. Responses were collected from 337 consumers through online surveys and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of the analysis show that the TPB constructs partially support the intention to re-consume organic food, as well as the attitudes and subjective norms. The outcomes added that the new construct in TPB is known to be able to increase the predictive power of the proposed framework and shows the importance of perceived sensory appeal, egoistic motive, and warm glow in the estimation of sustainable organic food consumption.

Keywords

• warm glow
• theory of planned behavior
• egoistic motives
• sensory appeal
• organic food
• environmental concern
• health consciousness