An analysis of antecedents and effects of organic food consumption among young Brazilian consumers

Purpose Based on the Theory of Planned Behavior (TPB), this study examined the impact of subjective norms and sustainable consumption attitudes, behaviors, and knowledge on the purchase intention of organic food among young Brazilian consumers. Additionally, it assessed the downstream effects of purchase intention on consumer satisfaction, word-of-mouth behavior, and vulnerability. Design/methodology/approach Data were collected through an online survey of 295 young consumers and analyzed using structural equation modeling. Findings The findings confirm the positive and significant influence of family, peers, and consumers' sustainability-related attitudes, behaviors, and knowledge on their intention to purchase organic food. In fact, subjective norms exert a stronger influence on purchase intention than do sustainable attitudes, behaviors, and knowledge, although both are significant. This highlights the pivotal role of peer and family input in shaping decisions about organic products among young Brazilians. This intention was also found to positively and significantly affect both satisfaction and word-of-mouth tendencies, offering managerial relevance for organic food providers seeking effective market positioning. However, no significant relationship emerged between purchase intention and consumer vulnerability. Originality/value The adoption of TPB in the Brazilian context contributes to the literature on young consumers' sustainable behaviors. This study also advances marketing scholarship by examining the link between organic food purchase intention and vulnerability. Our study also advocates for policy measures that protect and promote organic agriculture and ensure clear, accessible communication that emphasizes the benefits of organic products to the environment and to humans' health.