Previous studies stated that people have showed an increased demand for green purchasing such as social and environment-friendly products over the period of decades. Moreover, the number of organic food industry and distributors has grown substantially in the past few years across the globe. Therefore, the purpose of this study was to investigate to find the impact of consumer values and attitudes towards the intentions to buy organic foods. Using the theory of planned behavior (TPB), the research model in this meticulous study presents the consequences of predictor variables (consumer values, attitudes, subjective norm and perceived behavioral control) upon criterion variable (consumer purchase intention of organic food product). The research approach used for this study is quantitative by using survey research design. An online survey and face-to-face interview are conducted with 256 respondents, and multiple regression analysis was used to test the relationships among the variables. The statistical software SPSS and AMOS 22 version are used to analyze the data. The study suggests that managers can develop effective green marketing strategies to increase consumers’ intentions to purchase organic food products. Furthermore, this study extends an application of the TPB by adding the consumer value factor to predict the attitude factor. Due to time constrain, the study is conducted only in Taiwan. The study concludes with implications and suggestions for further research.
