Understanding The Intention To Purchase and Not To

UNDERSTANDING THE INTENTION TO PURCHASE AND NOT TO
PURCHASE ORGANIC FOOD AMONG STUDENTS: STRUCTURAL

EQUATION MODELING
a Musaddag Elrayah, b Nadia A. Abdelmegeed Abdelwahed,c Mohamed A.
Moustafa
ABSTRACT
Objective: Organic food is purchased by consumers because they believe in the product's
excellent quality. Sustainable farming appears to improve health and lower the likelihood of
developing chronic diseases. This study attempts to investigate the primary elements that
influence students' decision to buy and not buy organic food at King Faisal University (KFU).
Method: This research uses the quantitative research method. A sample size of 182 students
were chosen to complete this study. Data was collected through structured questionnaires. The
questionnaires were sent through the formal students' emails from May 20th, 2023 to September
6th, 2023. We used SmartPLS 4 to assess the hypotheses of this study.
Results: This study finds some evidence like a positive significant effect of Organic Food
Awareness (OFA) on the Purchase of Organic Food (BIB) (H1= β=0.894; p< 0.1), and an
insignificant effect of OFA on the Behavioral Intentions to Purchase Organic Food (BIB) (H2=
β=0.157; p > 0.01).
Conclusion: Universities should improve the Students' awareness of organic food. This leads to
a decrease in their exposure to dangerous chemicals by eating organic food, potentially
lowering their risk of health issues such as allergies, hormonal disruptions, and some
malignancies. This study has social, economic, and academic implications. In addition, it comes
in line with the sustainability initiative. Organic farming practices promote ecological balance
and conserve biodiversity.
Keywords: intention, purchase, organic food, students, awareness.
Received: 07/08/2023
Accepted: 01/11/2023
DOI: https://doi.org/10.55908/sdgs.v11i11.1709
a Doctor of Business Administration and Administration from University of Khartoum, King Faisal University. P.O
Box: 400, Al-Ahsa, 31982, Saudi Arabia, E-mail: melrayah@kfu.edu.sa,
Orcid: https://orcid.org/0000-0002-1802-150X
b PhD in Human Resource Management, Department of Management, School of Business, King Faisal University. P.O
Box: 400, Al-Ahsa, 31982, Saudi Arabia, E-mail: nabdelwahed@kfu.edu.sa,

Orcid: https://orcid.org/ 0000-0002-6778-321X
cPhD in Tourism Management, Department of Management, School of Business, King Faisal University. P.O Box:
400, Al-Ahsa, 31982, Saudi Arabia, E-mail: mamoustafa@kfu.edu.sa, Orcid: https://orcid.org/0000-0002-7833-3310

1
Miami| v.11, n. 11| pages: 01-17| e01709 |2023. JOURNAL OF LAW AND SUSTAINABLE DEVELOPMENT
Elrayah, M., Abdelwahed, N., A., A., Moustafa, M., A. (2023). Understanding the Intention
to Purchase and Not to Purchase Organic Food among Students: Structural Equation Modeling
COMPREENDENDO A INTENÇÃO DE COMPRAR E NÃO COMPRAR

ALIMENTOS ORGÂNICOS ENTRE OS ESTUDANTES: MODELAGEM DE
EQUAÇÃO ESTRUTURAL
RESUMO
Objetivo: Os alimentos orgânicos são comprados pelos consumidores porque eles acreditam na
excelente qualidade do produto. A agricultura sustentável parece melhorar a saúde e reduzir a
probabilidade de desenvolver doenças crônicas. Este estudo tenta investigar os elementos
primários que influenciam a decisão dos alunos de comprar e não comprar alimentos orgânicos
na Universidade King Faisal (KFU).
Método: Esta pesquisa utiliza o método de pesquisa quantitativa. Uma amostra de 182 alunos
foi escolhida para concluir este estudo. Os dados foram coletados por meio de questionários
estruturados. Os questionários foram enviados através de e-mails formais dos estudantes de 20
de maio de 2023 a 6 de setembro de 2023. Utilizamos o SmartPLS 4 para avaliar as hipóteses
deste estudo.
Resultados: Este estudo encontra algumas evidências como um efeito positivo significativo da
Consciência de Alimentos Orgânicos (OFA) na Compra de Alimentos Orgânicos (BIB) (H1=
β=0.894; p< 0,1), e um efeito insignificante da OFA nas Intenções Comportamentais de Compra
de Alimentos Orgânicos (BIB) (H2= β=0.157; p > 0,01).
Conclusão: As universidades devem melhorar a conscientização dos estudantes sobre os

alimentos orgânicos. Isso leva a uma diminuição na sua exposição a produtos químicos perigosos
comendo alimentos orgânicos, potencialmente diminuindo o seu risco de problemas de saúde,
como alergias, perturbações hormonais e algumas doenças malignas. Este estudo tem
implicações sociais, econômicas e acadêmicas. Além disso, está em consonância com a
iniciativa de sustentabilidade. As práticas agrícolas orgânicas promovem o equilíbrio ecológico
e conservam a biodiversidade.
Palavras-chave: intenção, compra, comida orgânica, estudantes, consciência.
1 INTRODUCTION
Organic food is food that has not been grown or made with synthetic pesticides,
chemical fertilizers, GMOs, antibiotics, or hormones or artificial additives. Composting,
crop rotation, and biological pest management are examples of organic agricultural
practices that promote sustainability and safeguard the environment(Doran,
Kirschenmann, & Magdoff, 2007; Khoruzhy, Katkov, Katkova, Romanova, & Dzhikiya,
2023). Nowadays, customers choose to buy high-quality food for their families(Yu &
Abler, 2010). Fresh fruits and vegetables are critical to the organic sector since they are
the first point of contact for many clients and account for one-third of sales(Pearson,
Henryks, & Jones, 2011).
Artificial additions or preservatives, such as artificial colors, flavors, or
sweeteners, are not permitted in organic food. Natural additives are utilized instead to
enhance flavor or extend shelf life. Organic food is frequently thought to be healthier and
2
safer than conventionally cultivated food. It has no toxic chemicals, pesticides, hormones,
or antibiotics, making it a healthier choice for students(Makatouni, 2002).
Some educational institutions have begun to include organic options in their
cafeterias or food services, making organic food more accessible to students. While
organic food can be more expensive than conventional alternatives, many students see
the potential long-term health and environmental benefits as worthwhile investments.
According to some research findings, the students' attitude was the most important
predictor of their desire to purchase organic goods(Yazdanpanah & Forouzani, 2015).
Several studies have discovered a considerable positive association between customer
sentiments toward organic products and purchasing behavior(Yadav & Pathak, 2016).
According to the findings of the survey, consumers' sentiments towards organic
goods are most closely tied to health(Yadav & Pathak, 2016). This is because many
individuals choose organic products over conventional alternatives because they believe
they are healthier. Chemical insecticides, synthetic fertilizers, genetically modified
organisms (GMOs), or growth hormones are not used in the cultivation or production of
organic goods. This leads customers to feel that these items are more nutritious and safer
to consume.
Organic items are perceived by health-conscious consumers as being devoid of
potentially dangerous chemicals and pollutants that could cause health hazards.
According to research, people link organic products with greater food safety and a lower
risk of health problems such as allergies, obesity, and some types of cancer(Nordhagen
et al., 2022). Although there have been numerous studies on organic consumers in Europe
and other Western countries(Thompson, 1998), little is known about Saudi Arabia
consumers' perceptions of organic foods. This study attempts to fill that gap in the current
literature by offering initial insights into students' understanding of organic goods and the
reasons they choose to buy or not buy organic in Saudi Arabian universities.
2 THEORITCAL FRAMEWORK
2.1 ORGANIC FOOD
Since the adoption of the organic farming method, global output and markets for
organic products have increased. Despite the higher cost and lower yield of organic
agriculture as compared to conventional agriculture, demand for these products is
increasing year after year.(Hurtado-Barroso, Tresserra-Rimbau, Vallverdú-Queralt, &
Lamuela-Raventós, 2019). The organic business in the United States is currently thriving,
with yearly growth in consumption of 20% each year(Dimitri & Greene, 2002). Organic
products benefit both customers and manufacturers(Cachero-Martínez, 2020).
Food business experts believe that the organic food market has enormous
potential, and its consumption has become widespread worldwide(Asian, Hafezalkotob,
& John, 2019). Organic food is produced or farmed without the use of synthetic chemicals
such as pesticides, fertilizers, hormones, or Genetically Modified Organisms (GMOs). It
is often farmed utilizing environmentally friendly practices that aim to conserve soil and
water, reduce pollution, and increase biodiversity. Organic farming uses natural methods
and practices such as crop rotation, composting, and biological pest management to
preserve and safeguard the health of the land, crops, animals, and, eventually, the people
who consume the food. Organic food refers to agricultural items that are grown utilizing
organic farming methods that are environmentally beneficial. Growing crops without the
use of synthetic pesticides, fertilizers, genetic engineering, or irradiation is part of it.
Organic cattle must be reared in a natural environment, with access to open space and
organic feed. Organic farming emphasizes long-term practices that improve soil health,
biodiversity, and animal welfare. Organic food is supposed to be more nutritious, have
fewer pesticide residues, and have a reduced environmental impact (Dimitri & Dettmann,
2012; Magkos, Arvaniti, & Zampelas, 2003).
2.2 ORGANIC FOOD AWARENESS (OFA)

Organic food awareness is the knowledge and comprehension of the advantages
and significance of eating organic food. It includes education and information about
organic farming practices, the benefits of organic food over conventionally grown food,
and the potential environmental and personal health impacts of organic farming.
Organic food awareness has grown rapidly in recent years as more people become
concerned about the potential health risks and environmental consequences of
conventional agriculture(Asif, Xuhui, Nasiri, & Ayyub, 2018). Green advertising raises
customer knowledge of organic goods, builds consumer trust, and can influence consumer
purchasing intent. It part of green management(Khare, Raghuwanshi, Vashisht, Verma,
& Chauhan, 2023). The organic food business has a 14.1% growth potential and is
expected to reach around USD 190 billion by 2025. There is a close link between the
organic sector's production capability and the achievement of the Sustainable

Development Goals(Tsyhankova, Yatsenko, & Zavadska, 2014).
According to the findings, Women consume a greater number of organic foods
than men, as do those with a high level of schooling, who are more physically fit, have a
lower body mass index (BMI), and follow a vegetarian or vegan lifestyle(Eisinger-Watzl,
Wittig, Heuer, & Hoffmann, 2015).
Educating students males and females about organic farming processes and
labeling can help them make informed food-purchasing decisions(Roitner-
Schobesberger, Darnhofer, Somsook, & Vogl, 2008). Food safety accidents that are
widely publicized among students can cause long-term changes in food purchasing
behavior(Frenzen, Buzby, & Rasco, 2001). The findings of some studies show that
education has a significant impact on the likelihood of purchasing organic items and that
the effects of marital status, wealth, and availability of organic products are consistent
among models(Makatouni, 2002). The findings also suggest that more research into the
relationships between ethnicity and organic food consumption is required(Dimitri &
Dettmann, 2012; Ham, Pap, & Stanic, 2018).
2.3 REASONS FOR BUYING AND NOT BUYING ORGANIC FOOD

Studies show that people tend to consume organic food for many different reasons.
People choose organic food for a variety of reasons, incorporating health and
environmental issues, toxin-free food, and flavour (Baudry et al., 2017). Subjective
attitudes and conventions influence intentions to purchase organic products(Carrión
Bósquez, Arias-Bolzmann, & Martínez Quiroz, 2023). The intention of customers to
purchase organic produce (0.282) is positively related to purchasing behaviors(Kashif et
al., 2023).
Organic food is distinguished by its superior taste and quality. Encourage students
to explore organic products so they can taste and feel the difference, potentially leading
to a greater appreciation for fresh, natural meals. Raising students' knowledge of organic
food can help them develop healthy eating habits, encourage sustainable food production,
and cultivate a deeper understanding of the relationship between food, health, and the
environment(Diagourtas, Kounetas, & Simaki, 2023; Shafique & Almeida, 2009).
Organic foods are more nutrient-dense than conventional foods.
Organic fruits and vegetables offer higher quantities of vitamin C, iron,

magnesium, and antioxidants, all of which are vital for maintaining good health and
promoting normal cognitive function in students, according to research.
The main hypothesis:
H1: Organic food awareness (OFA) is a significant predictor of behavioral
intentions to purchase organic food (BIB).
H2: Organic food awareness (OFA) is a significant predictor of behavioral
intentions not to purchase organic food (BINB)
H3: Male and female have significant variations regarding organic food awareness
(OFA) and behavioral intentions to purchase organic food (BIB).
H4: Male and female have significant variations regarding organic food awareness
(OFA) and behavioral intentions not to purchase organic food (BINB).
Figure 1. Research Model
3 METHODOLOGY
3.1 RESEARCH DESIGN
This research aims to study the intention to purchase or not purchase organic food
among students at King Faisal University. This research uses the quantitative research
method. Data was collected through structured questionnaires. The questionnaires were
sent through the formal students' emails.
3.2 PARTICIPANTS
182 students from both male and female branches participated in this study. The
sample used in this study was selected randomly. About 106 males (58.6%), and 75
females (41.4%) responded to this survey.
3.3 INSTRUMENT
This study adopted the research model used in previous studies like Schifferstein
and Oude Ophuis, 1998 (Schifferstein & Ophuis, 1998); and Hui-Shung Chang, and
Lydia Zepeda, 2005(Chang & Zepeda, 2005). These models are designed to assess the
customer's intention to buy organic food as well as understand the reason why customers
buy and not buy organic food. The survey was constructed into three main measurements.
The student's behavioral intentions to purchase organic food (7 statements), Behavioral
intentions not to purchase organic food (4 statements), and Organic food awareness (6
statements).
4 RESULTS AND DISCSSION

4.1 DEMOGRAPHY
In total, 181 respondents took part in the survey. The demographic information
respondents underline a majority of males (58.6% or n=106) than females (41.4% or
n=75) who contributed to the study. Likewise, the nationality construct shows 97.2 %
(n=176) were Saudi respondents against non-Saudi (2.8% or n=5). Regarding marital
status, most respondents (91.2% or n=165) were unmarried, whereas only 8.8% (n=16)
were married [Table 1].
Table 1. Sample profile

Constructs Category Frequency %
Gender Male 106 58.6
Female 75 41.4
Total 181 100.0
Nationality Saudi 176 97.2
Non Saudi 5 2.8
Total 181 100.0
Marital status Married 16 8.8
Unmarried 165 91.2
Total 181 100.0
Source: Authors’ questionnaire results
4.2 MEASUREMENT MODEL

To gauge the assumption of the measurement model, the researchers applied
factors to ensure the association of items with their respective factors. The ranges of the
factor loading scores for all the items appeared above 0.70, which is acceptable(Hair,
Risher, Sarstedt, & Ringle, 2019) as shown in (Table 2 and Figure 1) We applied a
variance inflation factor (VIF), which measures the amount of multicollinearity in
regression analysis. Multicollinearity exists when there is a correlation between multiple
independent variables in a multiple regression model. This can adversely affect the
regression results. As a result, its values are less than 0.50, ensuring the nonexistence of
multicollinearity(Hair et al., 2019). Besides, we confirmed average variance extracted
(AVE) and composite reliability (CR) are the best measures that provide a strong base of
convergent validity(Hair et al., 2019). The AVE's values for all the variables are greater
than 0.5, showing half of the variance to their apparent measurement items on
average(Hair et al., 2019). Concerning the scores of CR, the researchers set out the cut-
off of 0.70 as its scores for all variables seen above suggested values(Sarstedt, Hair,
Ringle, Thiele, & Gudergan, 2016). We observe the Cronbach alpha for all variables
within acceptable ranges (> 0.70) as shown in (Table 2)(Hair et al., 2019).
In addition, discriminant validity (DV) was analyzed with the support of a
heterotrait-monotrait (HTMT) ratio of correlations as suggested by Henseler et al, where
values of DV did not exceed either the HTMT value of 0.85 (Kline, 2015). As a result,
these values within limits up to 0.85 ensured the good established me DV(Gold, Malhotra,
& Segars, 2001) as shown in (Table 3).
Table 2. Measurement model

Construct Item Loadings VIF AVE CR Alpha
(α)
Behavioral BIB1 0.953 4.154 0.857 0.977 0.972
intentions to BIB2 0.949 4.617
purchase organic BIB3 0.839 2.743
food BIB4 0.943 7.303
[BIB] BIB5 0.926 4.068
BIB6 0.938 4.905 0.757 0.926 0.895
BIB7 0.929 4.825
Behavioral BINB1 0.879 2.894
intentions not to BINB2 0.890 2.684
purchase organic BINB3 0.829 2.513
food
[BINB] BINB4 0.882 2.589
Organic OFA1 0.85 2.948
food awareness OFA2 0.871 3.974
[OFA] OFA3 0.880 4.699 0.724 0.940 0.923
OFA4 0.775 2.286

OFA5 0.867 2.946
OFA6 0.859 2.994
Figure 1. Measurement model [Lodgings]
Table 3. Discriminant validity [HTMT]

constructs 1 2 3
1. BIB
2. BINB 0.151
3. OFA 0.943 0.164
Note(s): OFA=Organic food awareness; BIB=Behavioral intentions to purchase organic food; BINB=
Behavioral intentions not to purchase organic food
4.3 STRUCTURAL MODEL

We applied SmartPLS 4 to assess the hypotheses. The results show a positive
significant effect of OFA on BIB (H1= β=0.894; p< 0.1), which accepted the H1.
Likewise, OFA's effect on BINB is insignificant (H2= β=0.157; p > 0.01). As a result, H2
is rejected (Table 4 and figure 2).
Table 4. SEM estimations [direct paths]

H.No. Proposed relationships Std. (β) Mean Std. Dev t-value p-value Decision
H1 OFA→BIB 0.894 0.895 0.022 40.066 0.000 Accepted
H2 OFA → BINB 0.157 0.167 0.082 1.917 0.055 Rejected
Note(s): *p < .05. **p < .01. ***p < .001.
Note(s): OFA=Organic food awareness; BIB=Behavioral intentions to purchase organic food; BINB=
Behavioral intentions not to purchase organic food
Figure 2. SEM path analysis
4.4 MULTI-GROUP ANALYSIS

We applied the multigroup analysis, allowing us to test if pre-defined data groups
significantly differ in their group-specific parameter estimates (Sarstedt, Henseler, &
Ringle, 2011). In this regard, SmartPLS provides outcomes of three different approaches
based on bootstrapping results from every group(Hair et al., 2019). We compared the two
groups (male and female) to observe the difference in beta (β) and p values. We also
indicate the complete set to know the range of the differences (Table 5).
Table 5. Overall comparison of the two groups

Males Females Complete
Relationships Std. t- p- Std. (β) t-value p-value Std. (β) t-value p-
(β) value value value
OFA→BIB 0.947 31.282 0.000 0.955 33.49 0.000 0.951 47.037 0.000
OFA → 0.214 0.765 0.444 0.11 0.055 0.956 0.157 0.276 0.783
BINB
Moreover, the MGA outcomes based on males and females suggest differences
between males and females in path coefficients. A significant difference can be observed
between OFA and BIB at Henseler’s p-value of 0.008 (H3 accepted). On the other hand,
the path paths did not exhibit any significant differences in terms of OFA and BINB (H4
rejected) (Table 6). The overall summary of hypotheses is given in Table 7.
10
Table 6. Path coefficient Bootstrap MGA

H.No. Construct Difference (male-female) Decision
H3 OFA→BIB 0.008* Accepted
H4 OFA → BINB 0.104 Rejected
Note:* the differences are significant in the relationship between the male and female (p<0.05).
Table 7. Summarily of hypotheses confirmation

Hypotheses Hypotheses description Decision
H1 Organic food awareness (OFA) is a significant predictor of behavioral
Accepted
intentions to purchase organic food (BIB).
H2 Organic food awareness (OFA) is a significant predictor of behavioral
Rejected
intentions not to purchase organic food (BINB)
H3 Male and female have significant variations regarding organic food awareness Accepted
(OFA) and behavioral intentions to purchase organic food (BIB).
H4 Male and female have significant variations regarding organic food awareness Rejected
(OFA) and behavioral intentions not to purchase organic food (BINB).
5 CONCLUSION
This study tries to understand the main factors that affect students' decision to buy
and not buy organic food at King Faisal University (KFU). The study finds that Organic
food awareness (OFA) is a significant predictor of behavioral intentions to purchase
organic food (BIB). This finding comes to support previous findings (Mason, Starman,
Lineberger, & Behe, 2008; Parashar, Singh, & Sood, 2023; Waqas & Hong, 2019). Thus,
to buy organic food, awareness helps to make the right decision. This implies that people
who are more aware of organic food are more likely to want to buy it.
Many factors shape the awareness towards organic food like the health
consciousness, environmental concern, and subjective norms all play a role in
determining behavioral intentions towards organic food. It has been discovered that
attitude and health consciousness are better predictors of organic food purchase intention.
Consumer awareness influences their inclination to buy organic food in a good way(Asif
et al., 2018).
Individuals who are more health conscious, concerned about the environment, and
experience social pressure from others to buy organic food are more likely to intend to do
so. Furthermore. Individuals who perceive more benefits from organic food, such as
better health and taste, are more likely to buy it(Lee, Shimizu, Kniffin, & Wansink, 2013).
People who perceive greater restrictions, such as higher pricing and less
availability, are less likely to want to buy organic food. Overall, the findings indicate that
improving organic food awareness and addressing issues such as health consciousness,
environmental concern, subjective norms, perceived benefits, and barriers can help
encourage behavioral intentions to purchase organic food. Studies found that Green
11
purchase intention (GPI) was significantly and directly driven by attitude toward green
products (AGP) and environmental concern (EC)(Jaiswal & Kant, 2018).
This study also finds a significant difference between male and female students
regarding organic food awareness (OFA) and behavioral intentions to purchase organic
food (BIB). This result means that female students tend to buy more organic food
compared with male students. This finding supports different research which found that
women have a more favorable attitude towards the purchase and consumption of organic
food than men, although men are more willing to pay a higher price for organic food than
women. Men, on average, are more willing to pay a bigger price increase than
women(Davies, Titterington, & Cochrane, 1995; Ureña, Bernabéu, & Olmeda, 2008).The
current study reveals different facts about organic food consumption among students.
Organic food awareness has grown for a variety of causes in recent years. Many
consumers prefer organic foods because they believe they are healthier and more
nutritious. Organic food is farmed without the use of synthetic pesticides, GMOs,
antibiotics, or growth hormones. It is also said to have more of some nutrients, such as
antioxidants. Organic farming practices are often more environmentally friendly and
sustainable than conventional farming. Synthetic pesticides and fertilizers, which can
damage soil, water, and air, are not used on organic farms. There are many academic
implications as a result of this study. Academic decision-makers should encourage
students to consume green food and organic products. The university media can improve
students' awareness through the adoption of social media facilities and other academic
channels. An academic program should be designed to reflect the importance of
environmentally friendly products.
FUNDING
This work was supported by the Deanship of Scientific Research, Vice Presidency for
Graduate Studies and Scientific Research, King Faisal University, Saudi Arabia under
grant number [GRANT 4634], through its KFU Research WINTER.
12
ACKNOWLEDGEMENTS
The author gratefully acknowledges financial support from The Deanship of Scientific
Research, King Faisal University (KFU) in Saudi Arabia.
13
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Understanding The Intention To Purchase and Not To

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UNDERSTANDING THE INTENTION TO PURCHASE AND NOT TO

PURCHASE ORGANIC FOOD AMONG STUDENTS: STRUCTURAL

Keywords: intention, purchase, organic food, students, awareness.

Box: 400, Al-Ahsa, 31982, Saudi Arabia, E-mail: nabdelwahed@kfu.edu.sa,

400, Al-Ahsa, 31982, Saudi Arabia, E-mail: mamoustafa@kfu.edu.sa, Orcid: https://orcid.org/0000-0002-7833-3310

COMPREENDENDO A INTENÇÃO DE COMPRAR E NÃO COMPRAR

Conclusão: As universidades devem melhorar a conscientização dos estudantes sobre os

Palavras-chave: intenção, compra, comida orgânica, estudantes, consciência.

2.2 ORGANIC FOOD AWARENESS (OFA)

organic sector's production capability and the achievement of the Sustainable

2.3 REASONS FOR BUYING AND NOT BUYING ORGANIC FOOD

Organic fruits and vegetables offer higher quantities of vitamin C, iron,

Figure 1. Research Model

4 RESULTS AND DISCSSION

Table 1. Sample profile

4.2 MEASUREMENT MODEL

Table 2. Measurement model

OFA4 0.775 2.286

Figure 1. Measurement model [Lodgings]

Table 3. Discriminant validity [HTMT]

4.3 STRUCTURAL MODEL

Table 4. SEM estimations [direct paths]

Figure 2. SEM path analysis

4.4 MULTI-GROUP ANALYSIS

Table 5. Overall comparison of the two groups

Table 6. Path coefficient Bootstrap MGA

Table 7. Summarily of hypotheses confirmation

Cachero-Martínez, S. (2020). Consumer behaviour towards organic products: The

Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: An

Hurtado-Barroso, S., Tresserra-Rimbau, A., Vallverdú-Queralt, A., & Lamuela-

Kline, P. (2015). A handbook of test construction (psychology revivals): introduction to

Schifferstein, H. N., & Ophuis, P. A. O. (1998). Health-related determinants of organic

Tsyhankova, T., Yatsenko, O., & Zavadska, Y. (2014). GLOBAL

Yazdanpanah, M., & Forouzani, M. (2015). Application of the Theory of Planned

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