Explaining Socially Responsible Consumer Behavior: A Meta-Analytic Review of Theory of Planned Behavior

PurposeThe purpose of this paper is to understand how identities drive customer values, attitudes toward organic foods and satisfaction, all of which influence world or mouth (WOM).Design/methodology/approachQuestionnaire surveys were administered to the purchasers of organic foods. In total, 512 completed responses were obtained for data analysis.FindingsStrongly defined social identity and role identity are significant antecedents of consumers’ health consciousness and socially responsible consumer behavior (SRCB). This finding explains why organic shoppers value their health and the environment (i.e. self- and others-oriented values). Additionally, health consciousness and SRCB significantly influence attitudes toward organic foods. The study reveals that attitudes toward organic foods positively influence organic shoppers’ satisfaction, and their satisfaction increases positive WOM. Finally, the moderating effects of involvement and mass media are examined. When organic shoppers are strongly involved with organic foods, their health consciousness has a more positive effect on their attitudes toward organic foods. However, organic shoppers’ involvement did not moderate the effect of SRCB on attitudes toward organic foods. Likewise, the mass media did not moderate the effect of health consciousness and SRCB on attitudes toward organic foods.Originality/valueThis study incorporates critical factors such as the antecedents of the customer values to develop a comprehensive model for understanding of organic shoppers’ consumption of organic foods.

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HASRAT KONSUMEN YANG MENGIKAT (BINDING CUSTOMER DESIRES)

Fokus Bisnis Media Pengkajian Manajemen dan Akuntansi ◽

10.32639/fokusbisnis.v16i2.166 ◽

2018 ◽

Vol 16 (2) ◽

pp. 82-92

Author(s):

Sulis Riptiono

Keyword(s):

Consumer Behavior ◽

Theory Of Planned Behavior ◽

Planned Behavior ◽

Purchase Intention ◽

Subjective Norms ◽

Basic Theory ◽

Binding Properties ◽

Research Gap ◽

The Creation

Desires in the marketing context are defined as the phase of the sequence in marketing that begins with the creation of awareness, and then interest is usually at the stage when the customer really wants the product or service that is being marketed. Desire is a form that is seen as a precursor in making actual purchases. Desire is more than want of consumers to try and have the product, the consumer's curiosity towards the product is directed to the interest to buy. Desires are created to convince consumers that they have a great desire to have the product or service offered according to their needs. Desire is not enough to explain its impact on increasing consumer buying interest and consumer behavior, but the desire that has binding properties to consumers that called binding costumer desires can increase buying and behavioral interests. Binding costumer desires is used to fill the research gap about subjective norms against purchase intention by using the basic theory of the theory of reaction action (TRA) and theory of planned behavior (TPB).

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