The theory of planned behaviour (TPB) states that food consumption is preceded by an
intention, which is shaped by behavioural beliefs and attitudes. To mitigate criticism of the …

Balkan countries typically share remarkable similarities in culture and history. However, this
specific region received little academic attention and produced fewer scholarly deals with …

Although consumer interest in organic food has risen over time, resulting in a generally
positive attitude toward these organic food products, scholarly research suggests a …

Although the demand for organic food is growing globally, the mainstream consumption of
organic food is far less. The present study attempts to understand the underlying reasons for …

The current study focuses on understanding the factors (subjective norms (SNs), personal
attitude, and perceived behaviour control (PBC)) that influence consumer purchase intention …

Researchers advocate incorporating self-identity into the theory of planned behavior for
studies investigating pro-environmental behaviors (PEBs). Although social media facilitates …

Seaweed has great potential as a natural, healthy, and sustainable food. Seaweed as food
is novel in Western countries; thus, few studies have focused on the factors influencing …

Purpose Organic rice forms the largest portion of the Thai organic food market. Because of
its increasing popularity, marketers need to better understand consumer behaviour to …

Purpose This research discloses the effect of religiosity on purchasing intention through
serial-mediation paths in a halal-certified food context. Borrowing from the identity theory …

Although many countries have promoted organic farming for its benefits, organic food
remains a niche market. This study investigates the drivers of purchasing organic food by …