Influence of Environmental Awareness, Attitude, and Brand Perception on University Students' Intention to Purchase Organic Food

Authors

DOI:

https://doi.org/10.22478/ufpb.2238-104X.2026v16n1.73133

Keywords:

Organic food., Environmental awareness., University students., Purchase intention

Abstract

Purpose: To analyze how the relationship between the variables environmental awareness, attitude, and brand perception influences the purchase intention of organic food by university students. Methodology: A quantitative and descriptive research design was conducted through a non-probabilistic single cross-sectional sampling. Data were collected through an online survey-type questionnaire applied to a sample of 116 respondents and analyzed using structural equation modeling. Main results: The results indicated that both environmental awareness and attitude have a positive impact on purchase intention, corroborating the idea that students with greater environmental awareness and positive attitudes are more inclined to purchase organic food. Academic contributions: The study contributes to the understanding of the determining factors of organic food purchase intention by investigating the relationship between environmental awareness, attitude, and brand perception. Practical contributions: The findings provide insights for companies in developing strategies that drive the consumption of organic food, considering consumer preferences, behavior, and attitudes toward sustainability.

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Author Biographies

Raiany Sena de Oliveira, Universidade Federal de Pernambuco - UFPE

Holds a degree in Business Administration from Faculdade do Vale do Itapecuru (2017) and an MBA in Project Management from Centro Universitário Maurício de Nassau - UNINASSAU (2021). Also has a specialization in Business Management and Negotiation from Faculdade Estratego (2021), Human and Social Sciences Applied to the World of Work from Universidade Federal do Piauí – UFPI (2022), and Distance Education Management from Instituto Federal de Rondônia – IFRO (2023). Currently, she is a master's student in the Management, Innovation, and Consumption (PPGIC) program at Universidade Federal de Pernambuco (UFPE).

Karolina Aires Cintra, Universidade Federal de Pernambuco - UFPE

Holds a degree in Business Administration from the Federal University of Pernambuco (2014). Currently, she is a master's student in the Management, Innovation, and Consumption (PPGIC) program at the Federal University of Pernambuco (UFPE).

Cristiane Salomé Ribeiro Costa, Universidade Federal de Pernambuco - UFPE

Associate Professor at the Federal University of Pernambuco (UFPE), Academic Center of Agreste (CAA) campus. Ph.D. in Administration from the Federal University of Pernambuco (2015). Master’s degree in Administration from the Federal University of Pernambuco (2007) and a Bachelor’s degree in Administration from the Federal University of Pernambuco (2003). Works in the fields of teaching (undergraduate and graduate levels), extension, and research. Leader of the Marketing and Consumer Culture Research Group and a researcher in the Consumer Behavior Research Group (GPCC).

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Published

2026-05-26

How to Cite

Sena de Oliveira, R., Aires Cintra, K., & Salomé Ribeiro Costa, C. . (2026). Influence of Environmental Awareness, Attitude, and Brand Perception on University Students’ Intention to Purchase Organic Food. Theory and Practice in Administration - TPA, 16(1). https://doi.org/10.22478/ufpb.2238-104X.2026v16n1.73133

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Vol. 16 No. 1 (2026): Jan/Jun - Fluxo contínuo

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Artigos de Pesquisa (Research Papers)

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