Extending the Theory of Planned Behavior: The Role of Electronic Word of Mouth and Personal Moral Norms on Green Food Purchase Intention

Authors

  • Duy Binh Luong International Training and Cooperation Center, Saigon University
  • James Cho Rio Grande College of Business, Sul Ross State University, Texas, U.S.A.

DOI:

https://doi.org/10.7903/ijecs.2725

Abstract

Heightened public awareness of environmental challenges has significantly influenced green consumer behavior. This study extends the traditional framework of the Theory of Planned Behavior (TPB) by integrating two additional constructs - electronic word of mouth (eWOM) and personal moral norms (PMN) - to assess their efficacy in explaining consumers’ green food purchase intention (PI). In addition, the moderating role of country of origin (COO) is examined in the relationship between green food PI and its antecedents. Data were obtained from 283 respondents through convenience sampling. The hypothesized relationships were tested using SEM. This study contributes strong empirical support for the TPB framework in explaining green food PI. By incorporating eWOM and PMN, the model demonstrates greater explanatory power, leading to a more comprehensive understanding of green food PI. Moreover, the results reveal that COO does not act as a moderator; rather, it serves as a direct predictor of green food PI. The findings provide important theoretical and managerial insights into consumer purchasing behaviors of green food.

Author Biographies

Duy Binh Luong, International Training and Cooperation Center, Saigon University

Dr. Duy Binh Luong (Corresponding author) is a Lecturer in the Department of Business Administration at Saigon University in Vietnam. He was the vice director of International Training and Cooperation Center at Saigon University. His research interests are internet marketing, e-WOM, service recovery and consumer behavior. His researches has been published in Journal of Services Marketing, International Journal of Business, among others.

James Cho, Rio Grande College of Business, Sul Ross State University, Texas, U.S.A.

Dr. James Cho is a visiting assistant professor of Marketing and Entrepreneurship at Rio Grande College of Business, Sul Ross State University, Texas, U.S.A. His research has focused on issues of consuming decision-making, emotional consumer behavior, diffusions of product information and word of mouth, neural marketing, cross-cultural comparison at consuming behavior and marketing strategy recently.

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Published

2026-06-30

Issue

Vol. 17 No. 2 (2026)

Section

Regular Articles