Intention-behaviour gap in organic food consumption: a dual-moderated mediation model

Purpose

The paper is aimed at examining the mediating role of action and coping plans in reducing intention-behaviour gap as a function of underlying perceived self-efficacy [action self-efficacy (ActS) and coping self-efficacy (CopS)] in organic food (OF) consumption.

Design/methodology/approach

A cross-sectional study was designed to examine the moderating role of perceived self-efficacy in the intention–plans–behaviour relationship. To test the theoretical framework, data from 453 valid questionnaires were recruited in Hanoi (Vietnam) and were analysed to test validity and reliability before being evaluated for hypothesis testing by Smart-PLS 4.0.

Findings

The results indicate that action and coping plans have significant positive effects on the relationship between intention and behaviour. CopS has a significant positive effect on the two paths of the intention-coping plan-behaviour mediation, whereas action plan (AP) has merely a significant positive link to the intention-AP path.

Research limitations/implications

There are several limitations of the paper, including a small and undiversified-characteristic sample and general OF.

Practical implications

The findings of the study make recommendations for marketers to boost OF consumption in Vietnam.

Originality/value

This is the first study to examine a dual-moderated mediation model in narrowing the intention-behaviour gap, especially in the context of OF consumption. Particularly, the notions of plan and self-efficacy are divided into sub-constructs on the basis of different functions and both paths in the intention-plan-behaviour mediation are investigated. AP and coping plan are served as dual mediators, whereas ActS is regarded as moderator for both paths of intention-AP-behaviour link and CopS is examined as moderator for both paths of intention–coping plan–behaviour relationship, providing a holistic mechanism in translating intention into behaviour.