Extending the theory of planned behavior to predict organic food adoption behavior and perceived consumer longevity in subsistence markets: A post-peak COVID-19 perspective

The goal of sustainable marketing remains mainstreaming consumer behavior change towards better and healthier products. This study examined the nexus between organic food adoption behavior and perceived consumer longevity in a post-peak COVID-19 period in Zimbabwe. The proposed model is grounded in the theory of planned behavior and the expectancy-disconfirmation paradigm. Organic food consumers in the upmarket suburbs in Harare were targeted. Using convenience sampling, a structured and person administered questionnaire, 256 valid responses were collected in a cross-sectional survey. Structural Equation Modelling in AMOS was used to analyse the survey data. The positive influence of green attitudes, subjective norms and perceived behavioral control on green adoption intentions was confirmed. Further, the results also revealed that green behavioral intentions positively affected organic food adoption behavior. The findings were also confirmatory of the positive impact of green adoption behavior on perceived consumer longevity (p < 0.05). The study concludes that green attitudes, subjective norms and perceived behavioral control significantly influence consumer intentions to adopt organic foods and their subsequent adoption behavior. More importantly, green adoption behavior has a significant impact on perceived consumer longevity in organic food markets. Therefore, to enhance long-term organic food consumption behavior, organic food marketers should leverage their embedded pro-health benefits that positively correlate with consumer perceptions of good health and longevity.