Key Drivers of Eco-Friendly Agricultural Product Purchase Intentions: A Case Study in South Korea

The increasing demand for environmentally friendly agricultural products reflects a global shift toward sustainable consumption. This study examines the key determinants influencing consumer behavioral intentions to purchase eco-friendly agricultural products, utilizing the Theory of Planned Behavior (TPB) as a conceptual framework. The study focuses on the effects of personal attitudes (ATT), subjective norms (SN), and perceived behavioral control (PBC) on behavioral intention (BI). Additionally, this research incorporates sustainability-related factors, including consumer knowledge, trust in eco-labels, and health consciousness, to enhance the understanding of sustainable purchasing behavior. A structured survey was conducted among 200 consumers in the Seoul metropolitan area, and the data were analyzed. The findings reveal that personal attitudes (β = 0.504, p < 0.001) and perceived behavioral control (β = 0.670, p < 0.001) were found to be a significant determinant behavioral intention, indicating that consumers with a positive attitude toward eco-friendly products and those who perceive greater ease in purchasing them are more likely to act on their intentions. Subjective Norms (SN) demonstrated a weaker influence on purchasing intention (β = 0.413, p < 0.01), suggesting that individual decision-making plays a more prominent role than social pressure. The study highlights the importance of making eco-friendly agricultural products more accessible, affordable, and credible through policy interventions and marketing strategies. The findings might contribute to identify strategies that can encourage sustainable consumer choices and support policy development in the eco-friendly agricultural sector.