Values and Planned Behaviour of the Romanian Organic Food Consumer

Romanian consumers have started to buy and consume more organic products. Their decision-making process is influenced by multiple variables. The theory of planned behaviour is widely accepted and used to predict behaviours in certain contexts, including the buying of organic food products. Other researchers have identified values that the consumer of organic products hold and that influence their buying behaviour. This study analyses the factors that have an impact on buying intention and behaviour of Romanian organic products from these two perspectives. A proposed model was designed by combining the two frameworks. It was evaluated by using structural equation modelling with the SmartPLS 3 software package (v. 3.2.7, SmartPLS GmbH, Bonningstedt, Germany, 2017). Results confirm the model proposed in the theory of planned behaviour while integrating the relationships of consumer values. Health consciousness was found to have a significant effect both on buying intention as well as on personal attitude. Food safety has a significant effect on buying intention regardless of personal attitude. Environmental concerns, social consciousness, perception of quality and lifestyle although important in personal attitude, do not affect buying intention directly.