Buying Organic Food Products: The Role of Trust in the Theory of Planned Behavior.
TL;DR: The outcomes highlighted the importance of people’s trust in organic products as a meaningful antecedent that boosts the TPB-based psychosocial processes that are supposed to stand behind both purchasing intentions and behaviors.
Abstract: When someone decides to buy organic food products trust plays a role. Consumers, in fact, are neither supposed to have the appropriate knowledge to evaluate the characteristics of these products, nor can they control that the food was actually manufactured following the procedures prescribed by organic production. Therefore, trust may contribute to the explanation of both purchasing intention and behavior since it represents a heuristic or shortcut that people adopt in order to reduce the large amount of information that consumers need to take into account. The present research aimed to analyze the role of trust in organic products on buying behavior adopting the Theory of Planned Behavior (TPB) as theoretical framework. A relational model was tested in which this variable was supposed to act as a background factor associated with all the classical constructs foreseen by the theory and the buying behavior. Also, indirect effects of trust on both intention and behavior were assessed. Two studies were conducted targeting the purchase of organic food products in general (Study 1) and of fresh organic fruit and vegetables (Study 2). In both studies, the data collection was organized in two waves, with a time lag of 1 month. At Time 1, the questionnaires included measures of intention, its antecedents and trust, while at Time 2 self-reported buying behavior was collected. Data were supplied by two convenience samples of Italian adults (237 and 227 participants) and analyzed via structural equation modeling. Results turned out to be overlapping in both studies, since trust was positively associated with attitude and subjective norm, and it was indirectly associated with intention and behavior, thanks to the mediation of the TPB constructs. The outcomes highlighted the importance of people's trust in organic products as a meaningful antecedent that boosts the TPB-based psychosocial processes that are supposed to stand behind both purchasing intentions and behaviors.
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TL;DR: Zhang et al. as mentioned in this paper adopted the theory of planned behavior perspective coupled with perceived university support to extend the planned behavior framework and explain the effect of such support on student entrepreneurial intention.
Abstract: Entrepreneurial education has always played an important role in developing entrepreneurship. In recent years, China has been emphasizing the integration of innovative entrepreneurship concepts into university curricula. Entrepreneurial education can also contribute to the sustainability of business development. In the context of “mass entrepreneurship and innovation”, entrepreneurial education is important to promote the restructuring of the economic and business model, enhance the development momentum, and follow the innovation-driven development path. However, whether the promotion of entrepreneurial education will lead to entrepreneurial intentions of college students, and thus, specific proposals for the promotion of the entrepreneurial education model remains unclear. Therefore, this study adopted the theory of planned behavior perspective coupled with perceived university support to extend the theory of planned behavior framework and explain the effect of such support on student entrepreneurial intention. The study results revealed that perceived university support significantly affected student attitude toward entrepreneurship, which signaled universities’ critical role in establishing entrepreneurial spirit in students. A significant effect on behavioral control was also observed for perceived university support. Regarding the effects of perceived university support on attitude toward entrepreneurship and behavioral control, the results revealed the effect was far greater on attitude than on behavioral control. Such intention was not directly affected by subjective norms. Therefore, a scientifically rational entrepreneurship course system is critical for effective entrepreneurship education. Overall, encouraging students to engage in the continuous process of entrepreneurship through entrepreneurship courses can concurrently benefit overall economic and social development.
44 citations
Cites background from "Buying Organic Food Products: The R..."
...[27] Buying organic food products Trust in organic food, attitude, subjective norm, perceived behavior control Behavior, intention...
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...According to the aforementioned studies, researchers have extended their discussion of entrepreneurship education and related topics beyond simply explaining phenomena by using commonly adopted theories; furthermore, the expansion of TPB-based research models requires investigation into various phenomena [15,21,26,27]....
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TL;DR: In this article, the authors compared the organic foods purchase behavior of Malaysian and Hungarian consumers to examine differences between Asian and European consumers, and found food innovation adoption as the most crucial predictor for the intention to purchase organic foods in Hungary, while social lifestyle factor was the most influential in Malaysia.
Abstract: In order to meet the rising global demand for food and to ensure food security in line with the United Nation’s Sustainable Development Goal 2, technological advances have been introduced in the food production industry. The organic food industry has benefitted from advances in food technology and innovation. However, there remains skepticism regarding organic foods on the part of consumers, specifically on consumers’ acceptance of food innovation technologies used in the production of organic foods. This study measured factors that influence consumers’ food innovation adoption and subsequently their intention to purchase organic foods. We compared the organic foods purchase behavior of Malaysian and Hungarian consumers to examine differences between Asian and European consumers. The findings show food innovation adoption as the most crucial predictor for the intention to purchase organic foods in Hungary, while social lifestyle factor was the most influential in Malaysia. Other factors such as environmental concerns and health consciousness were also examined in relation to food innovation adoption and organic food consumerism. This paper discusses differences between European and Asian organic foods consumers and provides recommendations for stakeholders.
20 citations
08 Feb 2018
TL;DR: Investigation of self-efficacy and attitudes on self-care health behaviors such as eating, smoking and exercise habits of Greek Naval Academy cadets indicated that youngest cadets reported healthier habits than the older ones, and results shine for the first time some light on crucial and important aspects of prediction of intentions among healthy and unhealthy behaviors of military personnel.
Abstract: Many health conditions are caused by risk behaviors, such as problem drinking, substance use, and smoking. Health-compromising behaviors can be eliminated by self-regulatory efforts, and health-enhancing behaviors can be adopted instead, such as physical activity, weight control, and preventive nutrition. Literature review indicated the negative correlation between smoking and exercise, suggesting that smoking status has been positively associated with weight-loss intention, but negatively correlated with use of exercise. Additionally, smoking is negatively associated with readiness for participation in vigorous exercise. Research supports the fact that healthy diet can prevent and manage cardiovascular diseases and orthopaedic disorders. Facts indicate that if interventions foster exercise habits, this could facilitate transfer effects from one health behavior to the other. The aim of the study was to investigate the involvement of self-efficacy and attitudes on self-care health behaviors such as eating, smoking and exercise habits. The sample consisted of 185 cadets of the Greek Naval Academy (165 men, 20 women). They completed the Greek versions of the “Theory of Planned Behavior” and “Health Behavior” questionnaires. Results indicated that youngest cadets reported healthier habits than the older ones. More specifically, they were more positive oriented on eating healthier, and exercising, and more negatively oriented towards smoking. Overall, results shine for the first time some light on crucial and important aspects of prediction of intentions among healthy and unhealthy behaviors of military personnel.
18 citations
TL;DR: In this paper, the authors examined consumers' purchase intention towards organic rice, using traceability information, and investigated the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.
Abstract: Organic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.,Responses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs.,The findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability.,The findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention.,This study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.
16 citations
TL;DR: In this paper, the effect of face consciousness on the purchase intention of organic food was examined, to test whether this relationship would be moderated by purchase situation (group vs individual) and advertising appeal, and to explain the mediating role of perceived social value in these moderating effects.
Abstract: This paper aims to examine the effect of face consciousness on purchase intention of organic food, to test whether this relationship would be moderated by purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic), and to explain the mediating role of perceived social value in these moderating effects.,Four between-subjects experiments were carried out (N = 123, N = 126, N = 130, N = 123) by using online questionnaires. Measured variables were introduced to assess participants' face consciousness, perceived social value and purchase intention. Two manipulated between-subjects variable were introduced to test how purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic) moderates the relationship between face consciousness and purchase intention of organic food. SPSS Statistics 24 was used for the analysis of all experimental data.,Consumers with high face consciousness were more willing to buy organic food. Compared with the individual situation, face consciousness had a stronger impact on the purchase intention when the individual was in a group situation. Compared with egoistic appeals, face consciousness had a stronger impact on the purchase intention when the advertising appeal was altruistic. Perceived social value partly mediated the moderating effect of purchase situation and advertising appeal.,This study validates previous contributions on the effect of face consciousness on purchase intention of organic food and extends them by introducing two moderating variables. Additionally, it introduces perceived social value as a mediating variable to explain the mechanism of this effect.
11 citations
References
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TL;DR: In this article, the adequacy of the conventional cutoff criteria and several new alternatives for various fit indexes used to evaluate model fit in practice were examined, and the results suggest that, for the ML method, a cutoff value close to.95 for TLI, BL89, CFI, RNI, and G...
Abstract: This article examines the adequacy of the “rules of thumb” conventional cutoff criteria and several new alternatives for various fit indexes used to evaluate model fit in practice. Using a 2‐index presentation strategy, which includes using the maximum likelihood (ML)‐based standardized root mean squared residual (SRMR) and supplementing it with either Tucker‐Lewis Index (TLI), Bollen's (1989) Fit Index (BL89), Relative Noncentrality Index (RNI), Comparative Fit Index (CFI), Gamma Hat, McDonald's Centrality Index (Mc), or root mean squared error of approximation (RMSEA), various combinations of cutoff values from selected ranges of cutoff criteria for the ML‐based SRMR and a given supplemental fit index were used to calculate rejection rates for various types of true‐population and misspecified models; that is, models with misspecified factor covariance(s) and models with misspecified factor loading(s). The results suggest that, for the ML method, a cutoff value close to .95 for TLI, BL89, CFI, RNI, and G...
76,383 citations
TL;DR: Ajzen, 1985, 1987, this article reviewed the theory of planned behavior and some unresolved issues and concluded that the theory is well supported by empirical evidence and that intention to perform behaviors of different kinds can be predicted with high accuracy from attitudes toward the behavior, subjective norms, and perceived behavioral control; and these intentions, together with perceptions of behavioral control, account for considerable variance in actual behavior.
65,095 citations
"Buying Organic Food Products: The R..." refers background or methods in this paper
...Many studies within the food consumption literature have assumed the Theory of Planned Behavior (TPB) (Ajzen, 1991) as their theoretical reference for investigating the psychosocial factors that explain consumers’ intentions and behaviors....
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...PBC refers to people’s perceptions of the easiness or difficulty of performing the behavior of interest (Ajzen, 1991), and it is considered to be a suitable proxy for actual control (Fishbein and Ajzen, 2010)....
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...Following Ajzen (1991), we could deduce that our participants considered the proposed behaviors as completely under their volitional control....
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TL;DR: A quantitative integration and review of research on the Theory of Planned Behaviour and the subjective norm, which found that intentions and self-predictions were better predictors of behaviour than attitude, subjective norm and PBC.
Abstract: The Theory of Planned Behaviour (TPB) has received considerable attention in the literature. The present study is a quantitative integration and review of that research. From a database of 185 independent studies published up to the end of 1997, the TPB accounted for 27% and 39% of the variance in behaviour and intention, respectively. The perceived behavioural control (PBC) construct accounted for significant amounts of variance in intention and behaviour, independent of theory of reasoned action variables. When behaviour measures were self-reports, the TPB accounted for 11% more of the variance in behaviour than when behaviour measures were objective or observed (R2s = .31 and .21, respectively). Attitude, subjective norm and PBC account for significantly more of the variance in individuals' desires than intentions or self-predictions, but intentions and self-predictions were better predictors of behaviour. The subjective norm construct is generally found to be a weak predictor of intentions. This is partly attributable to a combination of poor measurement and the need for expansion of the normative component. The discussion focuses on ways in which current TPB research can be taken forward in the light of the present review.
8,889 citations
TL;DR: The convergence and differentiation criteria, as applied by Bagozzi, are shown not to stand up under mathematical or differentiation criteria.
Abstract: Several issues relating to goodness of fit in structural equations are examined. The convergence and differentiation criteria, as applied by Bagozzi, are shown not to stand up under mathematical or...
8,248 citations
Book•
27 Jul 2009
TL;DR: The reasoned action approach as mentioned in this paper is an integrative framework for the prediction and change of human social behavior, and it provides methodological and conceptual tools for predicting and explaining social behavior and for designing behavior change interventions.
Abstract: This book describes the reasoned action approach, an integrative framework for the prediction and change of human social behavior. It provides an up-to-date review of relevant research, discusses critical issues related to the reasoned action framework, and provides methodological and conceptual tools for the prediction and explanation of social behavior and for designing behavior change interventions.
5,005 citations
"Buying Organic Food Products: The R..." refers background or methods or result in this paper
...Many TPB-based studies use a prospective design and measure behavioral responses weeks or months after having measured attitudes, subjective norms, PBC, and intentions (Fishbein and Ajzen, 2010)....
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...However, since measures of actual control were not available—as they are not for most behaviors (Fishbein and Ajzen, 2010)—we should be aware of the fact that PBC could also not to be the best proxy of actual control in this behavioral domain....
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...The measures complied with the TPB questionnaire construction guidelines (Fishbein and Ajzen, 2010)....
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...Overall, our results are in line with Fishbein and Ajzen (2010), who claimed that the TPB allows the incorporation of various background factors and the testing of the mediating influence of these factors on intentions and behavior....
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...PBC refers to people’s perceptions of the easiness or difficulty of performing the behavior of interest (Ajzen, 1991), and it is considered to be a suitable proxy for actual control (Fishbein and Ajzen, 2010)....
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