The Purchase Intention of Organic Food in Mauritius: Extending the TPB Model

This paper proposes a conceptual model by extending the theory of planned behaviour (TPB) by adding brand equity dimensions to predict the purchase intention of organic food in Mauritius. Data was collected through a survey comprising 217 participants in supermarkets in Mauritius using non-probability sampling techniques. The findings supported the original TPB model plus brand equity dimensions, and brand image were also found to be the immediate predictor of purchase intention. Subjective norm was the second most considerable factor in predicting purchase intention. No significant outcome has been established between brand awareness and perceived behavioural control on purchase intention. Findings proposed useful information for marketers to help them develop effective marketing strategies toward a health-oriented segment for organic food in Mauritius and hence contribute to consumer behaviour research. The added dimensions of brand equity further enhance knowledge in organic food.