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<p>Organic food has gained increased attention due to heightened concerns about health and environmental sustainability. With consumers increasingly concerned about food safety, quality, and their ecological footprint, understanding the drivers of organic food purchasing intentions is crucial. This research integrates the Value-Belief-Norm (VBN) theory and the Fogg Behavior Model (FBM) to create a sound framework for decision-making processes. While VBN emphasises individual values, environmental beliefs, and moral norms, FBM emphasises motivation, ability, and triggers. The study employed a convenience sampling method for data collection, using an offline survey, and analysed the data in SmartPLS 4 software. Among all the factors influencing the individual’s purchase intention of organic food, trigger plays an important role, followed by ability, and motivation is last. Among the triggers, facilitating conditions (facilitators) are the most important, followed by the signal and spark. Emotional and practical communication, affordability with discounts, and accessibility improvements can enhance organic adoption for marketers. Subsidies and awareness campaigns can be initiated to help policymakers reduce barriers to adoption. This research provides actionable advice to promote organic food consumption and drive sustainable market growth by integrating psychological and behavioural knowledge.</p>

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Bridging Motivation and Moral Norms: A Combined FBM-VBN Approach to Understanding Organic Food Purchase Intention

  • 期刊论文

  • 发表日期：

    2025年8月21日

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  • Manpreet Kaur Riyat,
  • Ruchi Kakkar,
  • Amit Kakkar

摘要

Organic food has gained increased attention due to heightened concerns about health and environmental sustainability. With consumers increasingly concerned about food safety, quality, and their ecological footprint, understanding the drivers of organic food purchasing intentions is crucial. This research integrates the Value-Belief-Norm (VBN) theory and the Fogg Behavior Model (FBM) to create a sound framework for decision-making processes. While VBN emphasises individual values, environmental beliefs, and moral norms, FBM emphasises motivation, ability, and triggers. The study employed a convenience sampling method for data collection, using an offline survey, and analysed the data in SmartPLS 4 software. Among all the factors influencing the individual’s purchase intention of organic food, trigger plays an important role, followed by ability, and motivation is last. Among the triggers, facilitating conditions (facilitators) are the most important, followed by the signal and spark. Emotional and practical communication, affordability with discounts, and accessibility improvements can enhance organic adoption for marketers. Subsidies and awareness campaigns can be initiated to help policymakers reduce barriers to adoption. This research provides actionable advice to promote organic food consumption and drive sustainable market growth by integrating psychological and behavioural knowledge.