Abstract:

The study aimed to examine the green food purchase behavior in Egypt. Considering the theory of planned behavior (TPB), the study tested the impact of personal values (egoistic, altruistic, and bio-spheric), intention to pay a premium and green food availability on green food purchase behavior. In addition to that, the study tested the impact of green food availability as a moderator between green food purchase intention and green food purchase behavior. A total number of 366 survey questionnaires collected online from customers who buy green food in Egypt. The data were analyzed by a structural equation modelling to test the research hypotheses by using Smart PLS 4.0. The results of the study found that biospheric values positively influenced green food purchase behavior, while the egoistic and altruistic values don't have that significant impact. Additionally, the willingness to pay more for readily available green food options further increased eco-friendly purchasing behavior. However, Green food availability as a moderator hasn’t a significant impact on the green food intention-behavior relationship. Nonetheless, the study supported the TPB by showing that positive attitudes towards green food successfully translate into both the intention and the act of purchasing them. This study explained green food purchase behavior in an Egyptian society from a holistic perspective and provided insight for marketers to help them understand the customer behavior and build suitable strategy for green food purchase.