Behavioral intention of environmentally friendly agricultural food: the role of policy, perceived value, subjective norm

This study explores the determinants of intention and behavior towards environmentally friendly agricultural (EFA) food in China. We conduct the influencing factor model on behavioral intention and behavior toward EFA food by extending TPB model with the theory of public environmental policy and perceived value and trust. The empirical analysis revealed that public environmental policy and subjective norm positively affect behavioral intention and behavior for purchasing EFA food. However, trust and attitude have no significant effect on the intention of purchasing EFA food. Subjective norm and perceived behavioral control have a significant effect on intentions toward purchasing EFA food. And the effect of intentions on behavior towards purchasing environmentally friendly agricultural food is significant and positive. Moreover, we have found that female consumers may consume more of environmentally friendly agricultural food compared with males, and the consumption of EFA food was significantly different across different level of income.