Determination of Intend and Consumer Behavior of Organic Products Based on BASNEF Model

Document Type : Research Paper

Authors

Department of Agricultural Economics, Faculty of Agriculture, University of Tabriz

Abstract

Objective: the aim of this study was to determine the explaining the intention of consumer behavior of organic products among agricultural students of Tabriz University and is looking for answers to the question that what factors affect consumers' behavior toward organic products? This study was applied and a descriptive one in terms of data collection.
Materials and Methods: the population of the study consisted 2037 students. The sample (n=268) was selected using Stratified random sampling with proportional assignment method by Cochran's formula. Results: results of analysis showed that lack of information about organic products was the effective variable in relation to attitude component status. The most effective variable for the subjective norms component is functions of family and reference groups. In terms of empowering component, knowledge factor and its low awareness about organic products is the most important variable. In terms of behavioral intention, respondents are aware of the value and importance of using organic products but they are not confident about the being organic of the products. In terms of consumer behavior students have a positive view of organic products and access to it. In terms of weight and relationship of model components, apart from the empowering component, the components of attitude, subjective norm and behavioral intention were confirmed with relatively high correlation.
Conclusion: The effect of subjective norms on behavioral intention and causal relationship between behavioral intention and consumption behavior are significant.

Keywords

References

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JOURNAL OF AGRICULTURAL SCIENCE AND SUSTAINABLE PRODUCTION
Volume 32, Issue 3
June 2022
Pages 353-367

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