Determinants of organic wine consumption behavior from the perspective of the theory of planned behavior

Purpose Focusing only on the characteristics of the wine and the type of production is insufficient to give a holistic idea on consumer's organic wine consumption behavior. Therefore, this study aims to examine the impact of attitude, perceived behavioral organic wine consumption, theory of planned behavior (TPB) control and subjective norms on organic wine consumption intention and behavior. Design/methodology/approach Drawing on the TPB, a theoretical model was developed and tested by partial least squares structural equation modeling method. The sample of the research consists of 304 participants from the vineyards in Izmir/Turkey. Findings The main result of this study reveals that the theoretical model belonging to the TPB is also valid in the case of organic wine consumption behavior. Specifically, research results indicate that attitude has the strongest direct impact on intention and indirect impact on organic wine consumption behavior while perceived behavioral control has the least impact. Originality/value Prediction of organic wine consumption behavior from the perspective of the TPB presents the originality of this paper.