The purpose of this paper is twofold: first, the verification of applicability of reasoned action theory to analyze consumer behavior in Algerian context; and second, the identification and analysis of factors influencing purchasing behavior in green food sector.Design/methodology/approachThe authors proposed a model based on reasoned action theory that combines two types of variables, the green marketing type and personal type, in order to predict purchasing behavior of green food. The authors have established a structural equations modeling, with a path analysis on a sample of 304 Algerian consumers from Algiers town.FindingsThe model was confirmed and the results showed how green marketing and personal factors influence the green food purchasing behavior in direct and indirect way, in presence of the mediating variables’ attitude toward green food and intention to buy green food.Research limitations/implicationsThere is no database or any information concerning green consumption in Algerian context. There is a lack of information about green production in food field. The choice of reasoned action theory as a theory explaining the decision-making process leading to purchasing act is based on fact that the Algerian field of food sector is virgin of this type of analysis, so the authors thought it is appropriate to apply the reasoned action theory as a first initiative in this field. Also, a more recent and more innovative psychological theory should be applied in the future studies.Practical implicationsThe study will give researchers interested in Algerian context a better understanding of consumer behavior, especially in green product case, and will open new paths for future research in the same field by the application of another psychological theory that is more recent and innovative; the study can open research paths for other fields as well, such as consumer behavior toward green cosmetic products in Algeria.Social implicationsThe implications of this research can assist marketers for better positioning in green food market using the results indicated in research. The better understanding of factors influencing consumer purchasing behavior will encourage contractors to invest in this field in Algiers town context.Originality/valueThe study was established in a context where consumer market data of green food are non-existent, so the research represents an orientation to green food marketers toward a better positioning in relation to influence factors of their market target.
EuroMed Journal of Business – Emerald Publishing
Published: Mar 2, 2020
Keywords: Structural equation modelling; Green marketing; Path analysis; Green food purchasing behaviour; Predict the behaviour; Reasoned action theory