Resumen de Cooperative Branded Food Purchasing Behaviour: Understand the Role of Consumer Social Responsibility, Trust, and Agri-Rural Ties through Theory of Planned Behaviour

Gülçin Koç, Cennet Oğğuz

• The extended version of “theory of planed behaviour”-TPB have extensively used in food consumer research during last two-decade, but extension the TPB with consumers’ social responsibility (SR) and its use on collective food brand is missing in the literature, therefore this study aims to fill these gaps in the literature and to determine whether consumers’ SR, trust and agri-rural (ARR) interest play role in purchasing the collective brand. The data of research gathered from sample consisting of 284 persons who is responsible for household food expenditure, with 18+ age and living in the central districts of Antalya province in the autumn of 2021. Structural Equation Model (SEM) is used to test whether the E-TPB is valid.

  The results confirmed that SR and ARR are important variables in consumers’ collective brand purchase. SR is also a mediating variable between intention and behaviour and between trust and behaviour. The results imply that consumers’ purchasing for the collective brand can be improved by increasing consumers’ SR levels. Thus, the programs focused on rising consumer SR towards agri-rural development can also support consumers’ purchase of the collective brand.