The psychosocial foundations of organic egg preference: a multivariate PLS-SEM approach focusing on health, ethics, and the environment

This study examines citizens’ behavior toward consumption of organic eggs in Türkiye according to the Extended Theory of Planned Behavior (ETPB). The study examines how dietary preferences for organic foods-driven by health, environmental, and moral considerations—are connected to personal values and social norms. In this respect, it extends the conventional Theory of Planned Behavior by introducing sustainability-related components such as environmental concern, environmental self-identity, and personal norms. Drawing on quantitative data analyzed through PLS-SEM estimations, the research involved 1,012 participants recruited through a nationwide online survey in Türkiye.The findings suggest that perceived behavioral control exerts the strongest influence on intention and behavior. Moreover, environmental values significantly influence attitudes, perceived social norms, and control beliefs.The extended model achieved greater explanatory power for behavior than the conventional model. In addition, consumption differences by level of education, age, gender, and level of income were also examined. In highlighting organic eggs, an animal-based product commonly undervalued in the literature, the paper offers both a theoretical extension and contextual distinctiveness. The findings offer insights for sustainable dietary policies and for marketing campaigns aimed at raising consumer awareness.