Antecedents of organic prosumption behaviour: examining the moderating effect of ease of organic prosumption practice

Abstract

Purpose. The purpose of the paper is to examine the moderating effect of ease of organic prosumption practice on the causal relationships between the antecedents of organic prosumption intention and organic prosumption behaviour of organic prosumers in India. Methodology / approach. The Theory of planned behaviour (TPB) is used to examine the intention and behaviour of engaging in organic prosumption. An empirical investigation was conducted among 128 organic prosumers in Kerala State in India. Data were collected using a survey instrument. Hypotheses were tested using PLS-based structural equation modeling using Smart-PLS software. Results. The relevance of the TPB model is confirmed with modifications in the present study in Indian context. Attitude towards organic prosumption, and perceived behaviour control together accounted for 35.7 % of variation in the organic prosumption intention, and subjective norms had no effect on intention of organic prosumers. Organic prosumption intention explained 48.1 % variation in organic prosumption behaviour. Ease of practicing organic prosumption significantly moderated all cause effect relations predicting intention and behaviour. In the context of increasing awareness on the benefits of organic farming and prosumption behaviour, the study provides a theoretical explanation for explaining why people engage in organic prosumption behaviour. Originality / scientific novelty. This paper examines the Theory of planned behaviour in the context of organic prosumption behaviour in agriculture. No literature exists in Indian context to explain such behaviour. Moreover, the perception of these farmers on the ease of practising organic prosumption is also examined as a moderator. Development of a theoretical model to explain organic prosumption behaviour in an Indian context is the novelty of the present study. Practical value / implications. Organic farming and prosumption has gradually gain wide acceptance as a sustainable way of life. The United Nations have also highlighted the need for sustainable practices in production and consumption. Thus, in the immediate future, governments across the globe will have to look into policy formulations in organic farming and prosumption practices. This paper can contribute towards such efforts by throwing light into how prosumption behaviour is formed, and what are the factors that contribute to and moderate such behaviour.

Keywords

• attitude
• subjective norms
• perceived behavioural control
• agri-environment
• farm input markets
• food production.