OPPORTUNITIES FOR ORGANIC MARKET DEVELOPMENT IN PORTUGAL

This study applies the theory of planned behaviour (TPB) to examine Portuguese consumers’ purchasing behaviour with regard to certified organic food products. Drawing on survey and focus group data, consumers’ attitudes are found to play a determinant role in purchase decisions, namely, to the extent that their beliefs about the consequences of purchasing organic food are grounded in product knowledge and experience. Perceived behavioural control and subjective norms also exert a significant, although smaller, influence on consumers’ purchase intentions. An extended version of the TPB, including personal norms as an additional predictor of purchase intention, is also tested but there is no evidence to support an independent role of moral considerations in this context. Still, results suggest that the attainment of one’s personal values is inextricably linked to the most strong and stable favourable attitudes towards purchasing certified organic food. Practical implications of research findings are offered for all who have an interest in enhancing the market share of organic food products.