Planned Purchasing Behavior Toward Eco-friendly Food Products among Millennials in Baguio City, Philippines

This study investigated the factors influencing eco-friendly food purchase behavior among 580 millennial working professionals in Baguio City, Philippines, using the Theory of Planned Behavior, with the addition of willingness to pay a premium price to enhance understanding. Employing consistent Partial Least Squares Structural Equation Modeling (PLSc-SEM), the results revealed that while positive attitudes and subjective norms significantly influenced purchase intentions, their effects were relatively weak. On the other hand, perceived behavioral control and willingness to pay a premium price strongly influenced purchase intentions. Notably, purchase intention strongly predicted actual purchase behavior. Furthermore, the analysis confirmed that purchase intention significantly mediated the relationships between all four predictors and purchase behavior, with the willingness to pay a premium exhibiting the most substantial mediation effect.