Perceived Value and Organic Food Purchase Intention for Sustainable Agricultural Development: An Extended Theory of Planned Behavior in Shandong, China

Yang, Yueling

doi:10.3390/su182010419

Article (Scientific journals)

Perceived Value and Organic Food Purchase Intention for Sustainable Agricultural Development: An Extended Theory of Planned Behavior in Shandong, China

Yang, Yueling

2026 • In Sustainability, 18 (20), p. 10419

Peer Reviewed verified by ORBi

Permalink
https://hdl.handle.net/2268/349709

DOI
10.3390/su182010419

Files (1)Send to Details Statistics Bibliography Similar publications

Files

Full Text

sustainability-18-10419.pdf

Author postprint (403.26 kB)

Download

All documents in ORBi are protected by a user license.

Send to

RIS BibTex APA Chicago Permalink X Linkedin

Details

Keywords :

Organic food; perceived value; subjective product knowledge; attitude; purchase intention; Theory of Planned Behavior; Shandong, China

Abstract :

[en] This study examines how perceived health, safety, environmental, social, and hedonic values, together with subjective product knowledge, relate to consumers’ attitudes and purchase intentions toward organic food in Shandong, China. Using an extended Theory of Planned Behavior framework, it also assesses the roles of attitude, subjective norms, and perceived behavioral control in purchase intention.

Disciplines :

Sociology & social sciences

Author, co-author :

Yang, Yueling ; Université de Liège - ULiège > TERRA Research Centre > Modélisation et développement

Language :

English

Title :

Perceived Value and Organic Food Purchase Intention for Sustainable Agricultural Development: An Extended Theory of Planned Behavior in Shandong, China

Publication date :

14 October 2026

Journal title :

Sustainability

eISSN :

2071-1050

Publisher :

Multidisciplinary Digital Publishing Institute (MDPI), Basel, Switzerland

Volume :

Issue :

Pages :

10419

Peer reviewed :

Peer Reviewed verified by ORBi

Available on ORBi :

since 14 October 2026

Statistics

Number of views

30 (1 by ULiège)

Number of downloads

18 (0 by ULiège)

More statistics

Scopus citations^®

Scopus citations^®
without self-citations

OpenAlex citations

Bibliography

Richartz C. Stark S. Kuhlen M. Sustainability and crisis: Shifting consumer preferences for food products under the influence of the COVID-19 pandemic in Germany J. Clean. Prod. 2025 496 145089 10.1016/j.jclepro.2025.145089
Aweke A.T. Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumers J. Agric. Food Res. 2025 19 101711 10.1016/j.jafr.2025.101711
FiBL Welcome to FiBL Available online: https://www.fibl.org/en/ (accessed on 30 December 2025)
Willer H. Trávníček J.A.S.B. The World of Organic Agriculture. Statistics and Emerging Trends 2025 Research Institute of Organic Agriculture (FiBL) Frick, Switzerland IFOAM—Organics International Bonn, Germany 2025 Volume 2025
Baş M. Kahriman M. Çakir Biçer N. Seçkiner S. Results from Türkiye: Which Factors Drive Consumers to Buy Organic Food? Foods 2024 13 302 10.3390/foods13020302 38254603
Lu J. Liu Y. Jing Q. Zhang W. Chinese consumers’ perceptions, attitude, and purchase intention of organic products Appetite 2025 214 108142 10.1016/j.appet.2025.108142 40409362
CNCA China’s Organic Product Certification and Organic Industry Development (2024) CNCA Beijing, China 2024
Chen L. Yuan B. Tao F. Wu Z. Evaluating the effectiveness of food security policies in China: A PMC-Index model approach Hum. Soc. Sci. Commun. 2026 13 610 10.1057/s41599-026-06954-1
Hu T. Al Mamun A. Reza M.N.H. Wu M. Yang Q. Examining consumers’ willingness to pay premium price for organic food Hum. Soc. Sci. Commun. 2024 11 1249 10.1057/s41599-024-03789-6
Zheng Y. Liao F. Tian M. Examining the factors influencing the digital transformation of new agricultural operating entities: Insights from Zhejiang, China Hum. Soc. Sci. Commun. 2025 12 608 614 10.1057/s41599-025-04949-y
Azlie W.E. Zahari M.S.M. Majid H.N.A. Hanafiah M.H. To what extent does consumers’ perceived health consciousness regarding organic food influence their dining choices at organic restaurants? An empirical investigation Int. J. Gastron. Food Sci. 2023 34 100843 10.1016/j.ijgfs.2023.100843
Liu L. Wang Y. Xue Z. Peng B. Kou X. Gao Z. Research progress of dual-mode sensing technology strategy based on SERS and its application in the detection of harmful substances in foods Trends Food Sci. Technol. 2024 148 104487 10.1016/j.tifs.2024.104487
Feng Y. Zhao L. Xia Y. Dai L. Unveiling the dual impacts of the aesthetic deficiency of foods on consumers’ purchase intentions Sci. Rep. 2025 15 11218 11219 10.1038/s41598-025-92352-7 40175417
Winterstein J. Zhu B. Habisch A. How personal and social-focused values shape the purchase intention for organic food: Cross-country comparison between Thailand and Germany J. Clean. Prod. 2024 434 140313 10.1016/j.jclepro.2023.140313
Tran D. De Steur H. Gellynck X. Papadakis A. Schouteten J.J. The heterogeneity of consumer preference for blockchain-based food traceability: The role of governmental trust and information-seeking behaviour Food Qual. Prefer. 2025 126 105424 10.1016/j.foodqual.2024.105424
Staton T. Davison N. Westaway S. Arguile L. Adams N. Aguilera V. Bellamy L. Bolger A. Gantlett R. Jacobs S. et al. Leverage points for the uptake of organic food production and consumption in the United Kingdom Commun. Earth Environ. 2024 5 449 10.1038/s43247-024-01585-3
Derunova E. Vasilchenko M. Firsova A. Vavilina A. Makarova E.L. Makarova E.A. Priorities for Sustainable Development of Regional Agri-Food Systems in the Context of Achieving Food Security Sustainability 2026 18 7994 10.3390/su18157994
Chan T.J. Lim S.H. Mohan Y.M. Huam H.T. Mohd Suki N. Kasim M.A. Does health consciousness matter? Factors influencing consumer buying behavior of organic food products through an extended theory of planned behavior Br. Food J. (1966) 2025 127 3723 3743
Ngo T.T.A. Le T.N.T. Phan T.Y.N. Le T.B.N. Exploring the influence of health consciousness, environmental consciousness, knowledge, and trust in shaping purchase intentions of generation Z towards organic food J. Agric. Food Res. 2026 27 102839 10.1016/j.jafr.2026.102839
Sheth J.N. Why we buy what we buy: A theory of consumption values J. Mark. Res. 1991 28 159 170 10.1016/0148-2963(91)90050-8
Moorman C. Matulich E. A Model of Consumers’ Preventive Health Behaviors: The Role of Health Motivation and Health Ability J. Consum. Res. 1993 20 208 228 10.1086/209344
Henseler J. Ringle C.M. Sarstedt M. A new criterion for assessing discriminant validity in variance-based structural equation modeling J. Acad. Mark. Sci. 2015 43 115 135 10.1007/s11747-014-0403-8
Escalas J.E. Bettman J.R. Dawn I.S.A.E. Self-Construal, Reference Groups, and Brand Meaning J. Consum. Res. 2005 32 378 389 10.1086/497549
Hirschman E.C. Holbrook M.B. Hedonic Consumption: Emerging Concepts, Methods and Propositions J. Mark. 1982 46 92 10.2307/1251707
Stern P.C. New Environmental Theories: Toward a Coherent Theory of Environmentally Significant Behavior J. Soc. Issues 2000 56 407 424 10.1111/0022-4537.00175
Brucks M. The Effects of Product Class Knowledge on Information Search Behavior J. Consum. Res. 1985 12 1 16 10.1086/209031 41142687
Siegrist M. The Influence of Trust and Perceptions of Risks and Benefits on the Acceptance of Gene Technology Risk Anal. 2000 20 195 204 10.1111/0272-4332.202020 10859780
Ajzen I. The theory of planned behavior Organ. Behav. Hum. Perform. 1991 50 179 211 10.1016/0749-5978(91)90020-t
Shandong Provincial People’s Government Official Introduction to Shandong Province Available online: http://www.shandong.gov.cn/ (accessed on 30 December 2025)
Fornell C. Larcker D.F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error J. Mark. Res. 1981 18 39 10.1177/002224378101800104
Harman H.H. Modern Factor Analysis University of Chicago Press Chicago, IL, USA 1976
Podsakoff P.M. MacKenzie S.B. Lee J.Y. Podsakoff N.P. Common method biases in behavioral research: A critical review of the literature and recommended remedies J. Appl. Psychol. 2003 88 879 903 10.1037/0021-9010.88.5.879 14516251
Hu L.T. Bentler P.M. Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives Struct. Equ. Model. 1999 6 1 55 10.1080/10705519909540118
Saboori B. Zaibet L. Abri I.A. Ghodsi D. From intention to action: A systematic review of the intention–behavior determinants in household food waste Sustain. Futures 2026 12 102077 10.1016/j.sftr.2026.102077
Fernqvist F. Ekelund L. Sveriges L. Credence and the effect on consumer liking of food—A review Food Qual. Prefer. 2014 32 340 353 10.1016/j.foodqual.2013.10.005
Nautiyal S. Lal C. Eager or passive? Decoding potential consumer profiles based on knowledge and perceptions regarding organic food products Food Qual. Prefer. 2025 123 105345 10.1016/j.foodqual.2024.105345
Hoang V.T. Dang H.P. Consumers’ perspectives on organic vegetable consumption under an integrated SOR–MOA lens: The moderating effect of green advertising receptivity Social. Sci. Humanit. Open 2026 14 103241 10.1016/j.ssaho.2026.103241
Torquati B. Paffarini C. Giulietti G. Cecchini L. Vecchiato D. Musotti F. Stella G. From Human Needs to Value-Driven Preferences: Consumers’ Willingness to Participate in an Innovative Food Supply Chain Model Foods 2026 15 346 10.3390/foods15020346 41596944