What Drives and Mediates Organic Food Purchase Intention: An Analysis Using Bounded Rationality Theory

Abstract The prime objectives of this article are—to examine the effects of attitude, subjective norms, perceived social support and self-efficacy of organic food purchase plan. In so doing, a theoretical framework using the theory of bounded rational planned behavior (TBRPB) as its basis was established. Data (n = 335) were collected from the consumers residing in Dhaka city. The data were analyzed employing structural equation modeling (SEM). Findings show that attitude, subjective norms and perceived social support have direct effects on consumers’ intent or plan as well as mediating roles in the link between self-efficacy and organic food purchase plan.