Abstract
The main purpose of this study is to examine the role of personals norms as a factor of organic food consumption. Specifically, our research question is whether it is necessary to include personal norms (PN) as an additional factor that explains organic food consumption and its intention besides factors included in the theory of planned behavior.
The study uses data from a survey of general population (N=525) and of the sub-population of organic food consumers (N=525) in the Czech Republic in 2010. Our results suggest that conventional TPB model (M1) performs decently well in explanation of organic food consumption.
Further we have found that PN has only weak effect on behavioral intention and behavior and constraining regression weights associated with these effects to zero did not significantly worsen the fit of the model.