Examining the Factors That Affect Consumers' Purchase Intention of Organic Food Products in a Developing Country

The purpose of this article is to investigate the factors that influence consumers' intention to purchase organic food in Egypt. Given the novelty of organic food marketing in developing countries, much of the factors that influence its consumption are still inadequately explored in the marketing literature. A conceptual model of the factors that impact the consumption of organic food was developed based on the theory of planned behaviour and previous literature in the area of food consumption. To test the conceptual model and to validate the research hypotheses, an online questionnaire was adopted to collect data from 363 consumers in Egypt. The partial least square structural equation modelling (PLS-SEM) approach was used to analyse the data. The findings indicated that purchase intention of organic food is influenced by consumers' attitudes and environmental concern. However, e-WOM, subjective norms, perceived behavioural control and health consciousness did not influence consumers' purchase intention. Conversely, the results showed that e-WOM had a significant influence on consumers' attitudes, subjective norms, perceived behavioural control, health consciousness and environmental concern. This article contributes by presenting the factors that affect organic food purchase intention in Egypt, and it provides some recommendations for marketing organic food in developing countries.