To buy or not to buy organic food: Evaluating the moderating effect of gender using PLS-MGA

Abstract

Grounded in the theory of planned behaviour (TPB) and norm activation model (NAM) this study aim to examine the effect of factors such as attitude, subjective norm, perceived behavioural control and moral norm that may motivate consumer to purchase organic food in the context of Malaysia. Additionally, this research intends to extend the TPB by incorporating moral norm into the model. Moreover, this study aims to examine the moderating role of gender with respect to all relationships. Survey method was used and collected 120 responses from male and 126 from female. Data were analysed by using partial least square and multi-group technique. Findings revealed that attitude, subjective norm, perceived behavioural control and moral norm have significant positive effect on purchase intention. Contrary to expectation there was no significance difference between male and female for all developed relationships. Theoretical and managerial implications are discussed.