Primjena Teorije planiranog ponašanja u kupovini ekološke hrane
Applying the Theory of Planned Behavior in the Purchase of Organic Food

Summary/Abstract: The main objective of the study was to define factors which influence the purchase intention of organic food among Croatian consumers. In order to create a theoretical base, this research adopted the theory of planned behavior. The model examines the impact of several independent variables on the intention to purchase organic foods. The study was conducted on a sample of 331 respondents on the territory of Republic of Croatia. The research results indicate that consumer attitudes towards organic food, subjective norms, perceived financial situation, health awareness and knowledge about organic food significantly affect the intention of organic food purchase, where in subjective norms, attitudes and health awareness are the best predictors of intention to purchase. On the other hand, the relationship between the perceived availability of organic food and intention to purchase organic food was statistically significant. Considering demographic characteristics of respondents and their correlation with the intention to purchase, marital status, age and household income are found that significantly affect the intention to purchase organic food, while other demographic variables are not significantly affecting the intention to purchase organic food. Therefore, respondents who are married, aged from 46 to 55 years, and with household incomes of more than 16,000 kuna are those who show greater intention to purchase organic food in comparison with other respondents. The research results also have important implications for marketing practice, primarily for advertising.

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