Theoretical foundations of the framework: Theory of Planned Behaviour

It is evident that several factors influence the choice of organic products. However, before integrating them into the final framework, the Theory of Planned Behaviour (TPB) will be described (a visual representation of this theory can be found below this paragraph). This theory was elaborated to predict the behaviour of individuals in specific contexts. It is therefore relevant for this study as it explains how external factors, filtered by individuals, shape behaviours. For this reason, the TPB will represent the foundation for the structure of the final model in which the drivers influencing organic consumption will be included. Including this theory in this work allows to establish a direct link between the background of participants and their evaluations. In the following paragraphs, the elements of the Theory of Planned Behaviour will be described.

Figure 2 Original model of the Theory of Planned Behaviour, Ajzen (1991)

Intentions

Intentions are defined as indications of how hard people are willing to try, how much of an effort they are planning to exert in order to perform a given behaviour (Ajzen, 1991). Since intentions represent the motivational factors that influence a behaviour, the stronger the intention to perform a behaviour, the more likely is the behaviour to be performed (ibid).

However, enacting a specific behaviour does not depend exclusively on motivational factors, but also on the possibility to perform that behaviour. In other words, the individual should have a choice in terms of performing the behaviour or not. In this case, the behaviour in question is defined “under

32 volitional control” (Ajzen, 1991). Examples of the non-motivational factors that influence the possibility to execute a behaviour are the availability of opportunities and resources. These elements were also included in the study by Furst & al. (1996), who mentioned drivers such as availability of resources and food context. Considering this theoretical background, it is possible to state that Italians’

intentions in terms of consumption choices might be jeopardized by non-motivational factors.

Examples of non-motivational factors are the lower availability of organic alternatives in the Italian market or the perceived lower availability of organic alternatives in the Danish market. In this case the lower availability would only be perceived due to the fact that, being less familiar with the Danish contexts, Italians may have difficulties in finding organic products. The legitimacy of applying the TPB to the evaluations of organic and non-organic alternatives is confirmed by the fact that, according to the authors, behaviours involving a choice among different alternatives are particularly relevant applications of the Theory of Planned Behaviour (Ajzen, 1991).

Three factors influencing intentions Three factors influence intentions, namely:

I. Perceived Behavioural Control

According to Ajzen (1991), three factors shape intentions: perceived behavioural control, attitudes and subjective norms. Perceived behavioural control refers to people’s perception of the ease or difficulty of performing the behaviour of interest. Perceived behavioural control depends on past experiences as well as obstacles to implement the behaviour. The more resources and opportunities individuals believe they possess and they do effectively possess, and the fewer obstacles or impediments they anticipate, the greater should be their perceived control over the behaviour (Ajzen, 1991). In this sense, past experience reduces the perceived risks, and therefore the obstacles, connected to performing a behaviour.

II. Attitudes

Secondly, the attitude towards a specific behaviour refers to the degree to which a person has a favourable or unfavourable evaluation or appraisal of the behaviour in question (Ajzen, 1991).

III. Subjective Norms

This factor refers to the perceived social pressure to execute or not the behaviour (Ajzen, 1991).

33 As a general rule, the more favourable the attitude and the subjective norms are with respect to a behaviour, and the greater the perceived behavioural control, the stronger should be an individual’s intention to perform the behaviour under consideration.

The role of beliefs

Beliefs influence the perceived behavioural control, attitudes, and subjective norms. Respectively, control beliefs influence the perceived behavioural control, behavioural beliefs influence attitudes and normative beliefs influence subjective norms.

Figure 3 Visualization of the Theory of Planned Behaviour, own elaboration (2018)

I. Control beliefs

Control beliefs can be defined as the beliefs individuals hold about the resources they possess and the obstacles they might face when performing a behaviour (Ajzen, 1991). In particular, the more resources and opportunities individuals believe they possess, and the fewer obstacles or impediments they anticipate, the greater should be their perceived control over the behaviour (ibid)

II. Behavioural beliefs

Attitudes are developed reasonably from the beliefs people hold about the object of the attitude.

People form beliefs associating an object with certain attributes. Beliefs link the behaviour with certain outcomes or to some other outcomes, such as the cost or the benefits incurred by performing the behaviour. Since the attributes that people link to a behaviour are already positive or negative, individuals simultaneously acquire an attitude towards the behaviour (Ajzen, 1991). This reasoning reflects the concept of value negotiation elaborated by Stroebele & De Castro (2004). The authors indeed stated that individuals elaborate costs and benefits of several alternatives and only afterwards select the most valuable option based on this previous analysis.

Control beliefs Perceived behavioural control

Intentions towards a behaviour Attitudes

Behavioural beliefs

Subjective norms Normative beliefs

34 III. Normative beliefs

Normative beliefs underlying subjective norms are concerned with the likelihood that important referent individuals or groups approve or disapprove a given behaviour (Ajzen 1991)

The importance of beliefs in relation to organic products consumption has been confirmed by several studies conducted across Europe and the US. These studies showed that the choice of organic goods is motivated by beliefs that positively influence attitudes. Specifically, these beliefs are linked to healthiness and good taste of the products. Furthermore, beliefs related to environmental protection and animals’ welfare have been shown to positively influence attitudes.

The same reasoning of the above-mentioned studies can be applied to the present research. In this case, beliefs associated with the consumption of organic wine can positively influence individuals if they are convinced that the benefits on the environment and on their health will prevail on the cost of organic products. On the contrary, beliefs will negatively influence attitudes if, for instance, consumers do not trust the benefits that organic products. A more extensive overview of the applications of the Theory of Planned Behaviour applied to the consumption of organic products, and organic wine in particular, can be find in the following section.