Multitude of factors such as concern for use of growth hormones, chemical additives in feed,
animal welfare, human health issues and environmental impacts have led to the steady increase
in the consumption of organic meat worldwide. The purpose of the study was to investigate
the factors that influence the purchase intention towards organic meat based on the Theory of
Planned Behavior (TPB) and organic meat choice motives. The influence of attitude, subjective
norm, perceived behavioral control, safety, meat characteristic, health concern and price on the
intention to purchase organic meat was analyzed. The study utilized cross-sectional research
design using survey method. A total of 400 consumers responded to the survey using mallintercept,
with both genders equally represented and had an average age of 35 years. Results
showed that the respondents seemed to be very concern about food safety (m=4.06) and meat
characteristics (m=4.04) as compared to health (m=3.70) and price (m=3.36) was not a strong
motivating factor (m=3.35). The level of attitude towards organic meat, subjective norm
and perceived behavioral control was at moderate level. The findings showed that perceived
behavioral control and personal norm towards organic meat of TPB and price and meat
characteristic of the choice motives could explain 66.4 percent of the variance in the intention
to purchase organic meat. As intention to purchase is an important indicator of future organic
meat consumption, policy makers and marketers may draw on these results when attempting to
promote and enhance acceptance of organic meat among the consumers.