The factors affecting consumers' intention to purchase for organic foods in Saudi Arabia from customers' point of view

The customers intention to purchase organic food in attempt to improve their healthy life styles, customers started to realise the benefits of natural food free of chemical synthetics to the conventional foods. This research investigates the determinants of customers purchase decisions of organic food based on the Theory of Planned Behaviour (TPB). This study used the quantitative method and analysed the results of a survey distributed to 400 consumers from the education sector in Saudi Arabia. The study findings show that the most significant factor that is positively related to customer intention to buy organic food is attitude followed by subjective norm, the perceived control is a significant factor represented by price but is negatively related, these results are in line with prior researches. The study results will provide useful insight to policy makers, industry and more importantly marketers for organic food to better understand factors affecting consumer intentions which should ultimately help them design their campaigns more effectively around organic food.