The extended version of “Theory of Planned Behaviour”-TPB have extensively used in food consumer research during last two-decade, but extension the TPB with consumers’ Social Responsibility (SR) and its use on cooperatives’ branded food (collective brand) is missing in the literature, therefore this study aims to fill these gaps in the literature and to determine whether consumers’ SR, trust and agri-rural interest play role in purchasing the collective brand. The data was gathered from sample consisting of 284 persons who is responsible for household food expenditure, with 18+ age and living in the central districts of Antalya province in the autumn of 2021. Structural Equation Model (SEM) is used to test whether the E-TPB is valid. The results confirmed that SR and agri-rural relations are important variables in consumers’ decision to purchase collective brand. SR is also a mediating variable between intention and behaviour and between trust and behaviour. The results imply that consumers’ purchasing decisions for the collective brand can be improved by increasing consumers’ SR levels. As a result, public relation, communication, and advertising programs focused on raising consumers’ awareness of SR towards agri-rural development can also support consumers’ purchase of this brand.