Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits, perceived sustainability benefits and perceived price

This study explores the factors that influence consumer purchase intention and behavior for organic vegetables in Brazil. A conceptual model based on the theory of planned behavior (TPB) was developed. In addition to all standard relationships in the TPB, the candidate variables of perceived health benefits, perceived sustainability benefits, and perceived price were added to the TPB-based model. Attitude was expected to mediate the relation...