Understanding the purchase intentions of organic vegetables across EU: a proposal to extend the TPB model.

Purpose: The study aims to propose a systematic and innovative model of purchase intention development that integrates Theory of Planned Behaviour (TPB) with its main extensions and clarifies the logical status of the variables involved and the structure of the causal path. Design/methodology/approach: The TPB is the most useful predictive model of purchase intentions, which can be viewed as the product of various psychological determinants. Previous works have proposed extensions of the TPB model to selectively include knowledge, trust or social norms, but an integrated proposal has not yet been formulated. Based on a survey in four European countries (Germany, Italy, Poland and the UK; N = 1,035), this study tests the process of organic vegetable purchase intention development using a structural equation model (SEM). This comprises part of the measurement of latent variables and part of the analysis of dependency relationships (MLR estimation method). Findings: The results show that ...