An examination of consumer intentions to purchase organic foods from the perspective of the expanded planned behavior therory

The aim of this study is to examine the individual's health awareness, subjective knowledge, intention to purchase organic food to evaluate the idea of green washing within the framework of Extended Planned Behavior Theory. In the method of this study, a data set was created with the variables of three dimensions, health awareness, subjective knowledge and green washing idea in the PDT model of the consumer's purchasing behavior. Within the framework of the extended PDT, data were collected through a 7-point Likert-type scaled online survey of the consumer's purchase intent. In the sampling selection of the study, convenience sampling was preferred to reach consumers with different statuses.In the survey study, 385 participants were reached. As a result of elimination, hypotheses were tested with the data of 240 participants. The view that PDT is the theory that gives the most accurate and best results in social psychology, which can be tested in extensive areas in empirical studies in the explanation of behavior, is the strong aspect of the study. Factor, reliability and regression analysis were used to test hypotheses and to answer the questions of the research. The limitation of the research is that the sample has not been studied depending on a specific sector or group, which makes it difficult to make inter-group reasoning. According to the findings of the research, the strongest dimension on purchase intention was determined as health awareness. It was found that there was a strong, positive and significant effect between health awareness and subjective information. Perceived behavioral control within the PDT framework has not been found to have an effect on the consumer's purchasing intent. Alternative relationships are discussed in more detail in the findings section.