Exploring the Antecedents of Purchase Intention for Organic and Healthy Foods: A Systematic Literature Review

Nowadays, we are witnessing the development of health products’ market such as health foods which represent new growth drivers for companies; well-being becoming the new concern of consumers. In this regard, the notion of food is intimately linked to the notion of health. Several studies show that a healthy diet contributes to maintaining the proper functioning of the body and promotes well-being in general. The expression “prevention is better than cure” has never been more relevant. Indeed, consumers of all ages are increasingly concerned about their health. This trend is encouraging them to learn more about organic products and seek out healthier foods. Our study represents a systematic literature review of current research between 2010 and 2023 related to antecedents and attributes influencing purchase intention for organic products and healthy foods. The aim of this study is, firstly, to synthesize the different antecedents and attributes that influence the purchase intention of organic and healthy food products, and secondly, to propose a conceptual model founded on the Theory of Planned Behavior (TPB) Ajzen’s in Org Behav Human Dec Proc 50(2):179–211 (1991), which states that behavior is the result of reasoned decisions. This theory identifies three factors influencing intention, namely attitude toward behavior, subjective norms, and perceived behavioral control. We propose through our study a conceptual model based on the TPB model in exploring the antecedents of purchase intention, in addition to incorporating other antecedents identified by existing research in the literature.