The Impact of TPB Model On Customers’ Intentions to Buy Organic Foods: A Qualitative Study in Angsila-Chonburi, Thailand

Abstract

This qualitative study adopted the theory of planned behaviour (TPB) model to explain
intentions to buy organic food among Thai people. The TPB model factors of organic food
buying intention included attitude, subjective norm, and perceived behavioural control. This
research gathered data using interviews among six respondents using valid sources to develop
the interview questions. The content analysis was employed and interpreted using the NVivo
program, Trial Version. The empirical findings show the impact of the TPB model on
intentions to buy organic food among Thai people. It revealed that respondents perceived
organic food benefits health and the environment. Organic food is reasonable to buy, even if a
higher price than traditional food. Subjective norm influences intentions to buy because of the
recommendation of their family, relatives, and friends. However, perceived behavioural
control is the influence on the individual to buy organic food. The recommendation for further
study is to expand more sampling. Moreover, the quantitative study could give more
explanation in general in Thailand.