Abstract
The growing shift toward sustainable consumption has heightened interest in organic food products, yet adoption in Nigeria remains limited despite rising health and environmental concerns. This study examines the determinants of purchase intention toward organic foods among young urban Nigerian consumers by applying an extended Theory of Planned Behaviour (TPB). The model incorporates traditional TPB constructs—attitude and subjective norms—together with environmental awareness and price sensitivity to capture contextual realities of the Nigerian market. A structured questionnaire was administered to 402 respondents across Lagos, Abia, and Port Harcourt, and the data were analysed using multiple regression in SPSS. Results revealed that all four predictors significantly influenced purchase intention (p < .001), with the model explaining 64.3% of the variance (R² = .643). Attitude was the strongest predictor (β = .280), followed by environmental concerns (β = .258), social influence (β = .253), and price sensitivity (β = .144). The findings confirm that positive health-related attitudes and ecological values are primary drivers of organic purchase intention, while social norms play an important role in Nigeria’s collectivist cultural setting. Price sensitivity, although significant, exerted a comparatively weaker influence.
Keywords: Organic food, purchase intention, Theory of Planned Behaviour, environmental concerns, price sensitivity, Nigeria