Modelling the intention and production of organic food using environmental value-belief-norm model

This study aims to determine the connection between the constructs of the value-belief-norms theory from the perspective of organic food production methods. Additionally, a multi-group analysis was conducted to determine group differences based on various demographic variables. Using a cross-sectional survey design, 325 farmers’ responses were obtained through face-to-face structured interview. The collected data were analyzed using structural equation modelling with Smart-PLS version 4. The study findings revealed strong positive relationships between the following constructs: environmental values and ecological worldview, ecological worldview and personal norms, awareness of consequences and ascription of responsibility, social norms and intention to engage in organic food production, personal norms and green trust, social norms and green trust, personal norms and intention to engage in organic food production, green trust and intention to engage in organic food production, and intention to engage in organic food production and adoption of organic food production methods, as well as awareness of consequences, ascription of responsibility, social norms, and personal norms. This study provides empirical support for the value-belief-norms theory that integrates multiple constructs and explores their interrelationships. It highlights the underlying mechanisms and dynamics within the field of organic food production.