Journal of Marketing Management and Consumer Behavior, Vol. 3, Issue 3 (2021) 41-58 *Corresponding Author: lafontaineaugustine@gmail.com Author(s) retain copyright of the submitted paper (Please view the Copyright Notice of JMMCB). This work is licensed under a Creative Commons Attribution 4.0 International License. Journal of Marketing Management and Consumer Behavior (ISSN-Canada: 2371-3615) The Predictors of Organic Food Buying Behaviour: An Extension of Applied Norm Activation Model Marie Augustine Lafontaine a,* , Hossein Nezakati b , Shun Mya Thwe c a,c Postgraduate student, Sunway University, Malaysia b Assoc. Prof. Dr. Hossein Nezakati, Sunway University, Sunway University Business school, Department of Marketing Strategy and Innovation, Malaysia ABSTRACT Even though the research about prosocial behaviour is substantial, little studies have analysed the predictors of organic food buying behaviour using a morality perspective and hence applied norm activation model. Therefore, this study aims to propose the grocery food stakeholders like grocery stores, government and farmers with an understanding of the predictors of organic food buying behaviour. A methodological approach will be constructed to examine the relation of awareness of consequences, ascription of responsibility and perceived consumer effectiveness with organic food buying behaviour and the mediating role of personal norms in the relationship with the predictors and organic food buying behaviour. The finding of this research is expected to contribute to the marketing field in the context of organic food, where the managers of grocery store and government would be able to improve marketing strategies, policy and regulations planning to boost the organic food demand. Journal of Marketing Management and Consumer Behavior ARTICLE INFO Article History Submitted 15 Aug 2021 Accepted 17 Aug 2021 Available online 20 Aug 2021 JEL Classification M31 N51 L66 Q00 Q01 Q18 Keywords Organic Food Buying Behaviour Personal Norms Norm Activation Model Prosocial Behaviour Grocery Store Customers