This review provides a fundamental analysis of the knowledge structure of consumers’ organic food purchase and consumption behaviour based on the theory of planned behaviour (TPB). Consumers' consumption of organic food products has increased significantly over the years due to their health and well-being benefits.
Through a science mapping approach, this review unveils the present and future trends of organic food consumption and TPB by exploring the temporal and topological structure based on past literature. A total of 537 journal publications were retrieved from the Web of Science (WoS) core collection database.
Findings show that current research streams are (1) Trust in organic food, (2) Predictors of consumers’ green purchase behaviour, (3) Organic food consumption among young consumers and (4) Consumer motivation to purchase organic food. Future trends are associated with (1) Antecedents of organic food consumption, (2) Organic food as a healthier choice and (3) Understanding consumer’s trust in organic food. The potential for the organic food market is wide open for marketers and business owners.
Implications include creating a better climate change impact through an extensive understanding of consumer attitudes, subjective norm and perceived behavioural control that can lead to health-conscious food choices. The benefit is not only limited to personal well-being but also to the broader effort to preserve and protect the environment.
This science mapping analysis fills the gap by overviewing the most recent and future clusters of organic food consumption and its relation to the TPB.
