Factors that influence attitudes and intentions towards organic food: A study of consumer behavior in Metro Manila, Philippines

This paper determines the role by which certain behavioral beliefs have impact in shaping Attitude towards organic food, and Behavioral Intention to purchase organic food of consumers in Metro Manila. Behavioral Beliefs like concern for personal wellness, ethical identity, perception of quality of Organic Food, trust in Organic Food labels, willingness to put effort for Organic Food purchase, price sensitivity and knowledge about Organic Food, when combined together, shows significant impact in Attitude towards organic food purchase. On the other hand, Behavioral Intention towards organic food purchase shows to be affected by willingness to purchase Organic Food, knowledge about Organic Food, personal wellness and ethical Identity. The research also determines demographic and psychographic characteristics of the respondents by looking at their buying pattern, types of Organic Food purchased, frequency and common places to shop for the products as well as other characteristics that provides a better picture about the consumers within Manila in the Philippines