Abstract The purpose of this study was to design a pattern of sustainable behaviour of consuming organic products involving three phases: cognition, motivation and volition. The theory of planned behaviour (TPB) was selected as the basis of a study of consumer behaviour. For the development of the model, a combination of self-determination theory (SDT), planning and other factors was used based on a literature review. The theoretical framework is presented as 15 hypotheses. The results showed that the statistical hypotheses were confirmed at a significance level of 0.05. However, low self-determination did not affect intention. Thus, H11 was not supported. A significant relationship was identified among the confirmed structures in all three phases studied herein, and the estimated field model explained approximately 55% of the variance of the overall behaviour of organic product consumption. The most important variables in the cognitive phase were environmental concerns, with a path coefficient of 0.45; in the motivation phase, attitude towards behaviour had a path coefficient of 0.52, and during the volition phase, action planning had a path coefficient of 0.54. Considering the combination of the cognitive, motivation and volition phases, using actions to inform and persuade and availability may increase the sustainable behaviour of consuming organic products and may help managers and policymakers achieve their goals. Suggestions are developed in the closing part of the paper.

中文翻译：

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设计有机产品消费行为的三阶段模式

摘要 本研究旨在设计一种可持续消费有机产品的行为模式，包括认知、动机和意志三个阶段。计划行为理论（TPB）被选为消费者行为研究的基础。对于模型的开发，在文献综述的基础上使用了自决理论（SDT）、规划和其他因素的组合。理论框架以 15 个假设的形式呈现。结果表明，统计假设在 0.05 的显着性水平上得到证实。然而，低自决并不影响意图。因此，不支持 H11。在本文研究的所有三个阶段中，在确认的结构之间确定了显着的关系，估计的现场模型解释了大约 55% 的有机产品消费整体行为的方差。认知阶段最重要的变量是环境问题，路径系数为0.45；在动机阶段，态度对行为的路径系数为0.52，在意志阶段，行动计划的路径系数为0.54。考虑到认知、动机和意志阶段的组合，使用行动来告知和说服以及可用性可能会增加消费有机产品的可持续行为，并可能帮助管理人员和政策制定者实现他们的目标。在论文的结尾部分提出了建议。路径系数为 0.45；在动机阶段，态度对行为的路径系数为0.52，在意志阶段，行动计划的路径系数为0.54。考虑到认知、动机和意志阶段的组合，使用行动来告知和说服以及可用性可能会增加消费有机产品的可持续行为，并可能帮助管理人员和政策制定者实现他们的目标。在论文的结尾部分提出了建议。路径系数为 0.45；在动机阶段，态度对行为的路径系数为0.52，在意志阶段，行动计划的路径系数为0.54。考虑到认知、动机和意志阶段的组合，使用行动来告知和说服以及可用性可能会增加消费有机产品的可持续行为，并可能帮助管理人员和政策制定者实现他们的目标。在论文的结尾部分提出了建议。使用行动来告知和说服和可用​​性可能会增加消费有机产品的可持续行为，并可能帮助管理人员和决策者实现他们的目标。在论文的结尾部分提出了建议。使用行动来告知和说服和可用​​性可能会增加消费有机产品的可持续行为，并可能帮助管理人员和决策者实现他们的目标。在论文的结尾部分提出了建议。