Purpose

Focusing only on the characteristics of the wine and the type of production is insufficient to give a holistic idea on consumer’s organic wine consumption behavior. Therefore, this study aims to examine the impact of attitude, perceived behavioral organic wine consumption, theory of planned behavior (TPB) control and subjective norms on organic wine consumption intention and behavior.

Design/methodology/approach

Drawing on the TPB, a theoretical model was developed and tested by partial least squares structural equation modeling method. The sample of the research consists of 304 participants from the vineyards in Izmir/Turkey.

Findings

The main result of this study reveals that the theoretical model belonging to the TPB is also valid in the case of organic wine consumption behavior. Specifically, research results indicate that attitude has the strongest direct impact on intention and indirect impact on organic wine consumption behavior while perceived behavioral control has the least impact.

Originality/value

Prediction of organic wine consumption behavior from the perspective of the TPB presents the originality of this paper.

中文翻译：

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计划行为理论视角下有机葡萄酒消费行为的决定因素

目的

仅仅关注葡萄酒的特性和生产类型不足以对消费者的有机葡萄酒消费行为给出一个整体的概念。因此，本研究旨在检验态度、感知行为有机葡萄酒消费、计划行为（TPB）控制理论和主观规范对有机葡萄酒消费意愿和行为的影响。

设计/方法/方法

借鉴TPB，建立了一个理论模型，并通过偏最小二乘结构方程建模方法进行了测试。研究样本由来自土耳其伊兹密尔葡萄园的 304 名参与者组成。

发现

本研究的主要结果表明，属于 TPB 的理论模型在有机葡萄酒消费行为的情况下也是有效的。具体而言，研究结果表明态度对意向的直接影响最强，对有机葡萄酒消费行为的间接影响最大，而感知行为控制的影响最小。

原创性/价值

从 TPB 的角度对有机葡萄酒消费行为的预测展示了本文的独创性。