Exploring Consumers’ Purchase Intention of an Innovation of the Agri-Food Industry: A Case of Artificial Meat

Green consumption is an emerging environmental topic receiving global attention. Because livestock production is a primary source of greenhouse gas emission, the “low-carbon diet” has become a new trend in the catering industry. Fast food companies have been launching vegetarian products because artificial meat requires less water and land resources than traditional livestock and has lower carbon emissions. This study explores the influence of consumers’ attitude, subjective norms (SNs), and perceived behavioral control (PBC) on their purchase intention for vegetarian burgers from the product knowledge (PK) and environmental concern (EC) perspectives. Based on the theory of planned behavior, the purchase intention of people from different food cultures to pay for fast food burgers is discussed. Five hundred questionnaires were distributed, of which 436 were valid. The results revealed that: (1) consumers’ SNs, PBC, and EC significantly affect purchase intention (PI), and SNs and PK have no significant relationship with PI; and (2) vegetarians are willing to pay higher prices than nonvegetarians. This study recommends that industry personnel should attempt to increase consumers’ knowledge regarding artificial meat and expand marketing channels to improve the convenience of purchasing artificial meat foods by conducting lectures and media promotion, respectively.

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Understanding how to increase hydroponic attractiveness: Economic and ecological benefit

E3S Web of Conferences ◽

10.1051/e3sconf/202021101015 ◽

2020 ◽

Vol 211 ◽

pp. 01015

Author(s):

Tengku Ezni Balqiah ◽

Andreas Pardyanto ◽

Rifelly Dewi Astuti ◽

Syahrial Mukhtar

Keyword(s):

Cluster Analysis ◽

Purchase Intention ◽

Online Survey ◽

Environmental Concern ◽

Behavioral Control ◽

Purchase Behavior ◽

Perceived Behavioral Control ◽

Sustainable Food ◽

Ecological Benefit ◽

And Cluster Analysis

As one of the sustainable food, hydroponic vegetables begin to attract consumer attention. Previous studies focus on how to increase the willingness to pay (WTP). The cost of growing hydroponic might cause it as higher than traditional (soil agriculture) that drives higher prices. Instead of only focus on WTP, attitude and purchase intention are two constructs that important to estimate actual purchase behavior. However, a study about the antecedents of hydroponic vegetable’ purchase intention is still limited. This study aims to identify factors that can enhance purchase intention, group respondents based on those factors, and profile each respondent’s group. By online survey, 981 respondents were collected, and multiple regressions and cluster analysis analyzed further data. The result shows eight factors that could drive purchase intention (attitude, subjective norm, perceived behavioral control, perceived quality, price, availability, health consciousness, and knowledge), while environmental concern was not significant. Cluster analysis generates 3 clusters of respondents that have different profiles based on all factors and demographics variables. This study contributes to portraying respondents’ responses toward hydroponics that could deliver implications for entrepreneurs or marketers to attract target consumers based on all factors and develop a strategy based on their profiles.

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Climate Change and Consumer’s Attitude toward Insect Food

International Journal of Environmental Research and Public Health ◽

10.3390/ijerph16091606 ◽

2019 ◽

Vol 16 (9) ◽

pp. 1606 ◽

Cited By ~ 3

Author(s):

Hsiao-Ping Chang ◽

Chun-Chieh Ma ◽

Han-Shen Chen

Keyword(s):

Purchase Intention ◽

Food Systems ◽

Environmental Concern ◽

Behavioral Control ◽

Consumer Attitudes ◽

Subjective Norms ◽

Perceived Behavioral Control ◽

Food Neophobia ◽

Face To Face ◽

Taichung City

Given the influence of rising environmental awareness, food systems and security are receiving increasing international attention. Previous studies have discussed the acceptance of insect foods but have been primarily conducted in a European context. Hence, their results cannot be applied to Taiwanese consumers. Regarding this, our study is centered on the theory of planned behavior and considers environmental concern and food neophobia to discuss the effects of consumer attitudes, subjective norms, and perceived behavioral control on the purchase intention toward insect food. We used purposive sampling to survey questionnaire answers face-to-face in Taichung city, Taiwan. We distributed 408 surveys of which 77.45% were used in this study. The results revealed that consumer attitudes, perceived behavioral control, and food neophobia significantly influence purchase intention, whereas subjective norms and environmental concern did not demonstrate significant relationships with purchase intention. According to these results, we suggest that businesses emphasize consumers’ product experience or reduce levels of food neophobia to increase consumer interest in insect foods and improve the acceptability of such foods, thereby increasing purchase intention.

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Antecedents of Purchase Intention toward Organic Food in an Asian Emerging Market: A Study of Urban Vietnamese Consumers

Sustainability ◽

10.3390/su11174773 ◽

2019 ◽

Vol 11 (17) ◽

pp. 4773 ◽

Cited By ~ 4

Author(s):

Thi Tuyet Mai Nguyen ◽

Thanh Hung Phan ◽

Hoang Linh Nguyen ◽

Thi Kim Thoa Dang ◽

Ngoc Diep Nguyen

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Environmental Concern ◽

Behavioral Control ◽

Emerging Market ◽

Organic Food ◽

Subjective Norm ◽

Capital City ◽

Equation Modeling ◽

Perceived Behavioral Control

This study aims to investigate some factors influencing purchase intention toward organic food among urban consumers in Vietnam, an Asian emerging economy. The extended Theory of Planned Behavior was used as theoretical framework for this study. In order to test the proposed model and hypotheses, a survey was conducted on a sample including 572 consumers in Hanoi, the capital city of Vietnam. The findings of structural equation modeling indicated that modern self, traditional self, health consciousness, organic-label trust, and subjective norm were significant predictors of attitude toward buying organic food, while environmental concern was not significantly related to attitude. In addition, attitude, subjective norm, and perceived behavioral control toward organic food purchase were found to be positively related to purchase intention. The research findings were discussed and implications for marketers and policy makers were provided.

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Green Products: Factors Exploring the Green Purchasing Behavior of South Indian Shoppers

Indonesian Journal of Sustainability Accounting and Management ◽

10.28992/ijsam.v4i2.229 ◽

2020 ◽

Vol 4 (2) ◽

pp. 174

Author(s):

Rambabu Lavuri ◽

Gugyh Susandy

Keyword(s):

Planned Behavior ◽

Purchase Intention ◽

Environmental Concern ◽

Behavioral Control ◽

Media Exposure ◽

Perceived Behavioral Control ◽

Purchasing Behavior ◽

Indian States ◽

South Indian ◽

Green Purchasing

On the basis of the theory of planned behavior (TPB) approach, this exploratory study aims to examine factors exploring the green purchasing behavior of south Indian shoppers. The research study seeks to expand the planned behavior to include three additional variables, namely, environmental concern, knowledge, and media exposure. Data were collected from 429 respondents from three southern Indian states. Purposive and snowball samplings were adopted in the selection of respondents. The data were analyzed using factor analysis, Pearson’s correlation, and multiple regression. The findings concluded that subjective norms have no significant association with the green purchase intention. Variables such as media exposure, environmental concern, environmental knowledge, and perceived behavioral control had a significant impact on the green purchase intention, which, in turn, had a substantial effect on the green purchasing behavior. These results support the TPB model. This research will help green marketers to develop new green strategies and plans to increase sales volumes and build good relationships with targeted green customers.

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Thematic Analysis to Assess Indian Consumers Purchase Intention for Organic Apparel

The Qualitative Report ◽

10.46743/2160-3715/2018.3442 ◽

2018 ◽

Author(s):

Sandhya G ◽

Sushanta Mahapatra

Keyword(s):

Thematic Analysis ◽

Purchase Intention ◽

Behavioral Control ◽

Group Discussion ◽

Product Category ◽

Sampling Procedure ◽

Environmental Knowledge ◽

Perceived Behavioral Control ◽

Product Knowledge ◽

Apparel Manufacturers

Consumer behavior is dynamic, and there is a beauty in trying to understand consumer’s intention for a product category like organic apparel, especially when it is a unique phenomenon that is scantly explored in an emerging economy like India. This paper is an attempt at understanding the factors that influence Indian consumer’s intention to purchase organic apparel. A purposive sampling procedure was adopted in selecting participants. A focus group discussion was conducted to capture data for the thematic analysis. Theoretical thematic analysis was conducted by relying on the theory of planned behavior model. Inductive thematic analysis gave way for other dimensions like product knowledge and involvement, environmental knowledge, and skepticism that evolved out of the themes. Product knowledge and involvement, subjective norms, perceived behavioral control, and attitude had an influence on the intention. Environmental knowledge and skepticism indicated a chance to negate the relationship. The textile manufacturers, who are innovating with sustainable fabrics, can look at the dimensions that consumers seek for while making a choice of organic apparel. Domestic and international organic apparel manufacturers can capitalize on the behavioral dimensions of the factors that influence consumer’s intention for organic apparel, thereby facilitating identifying the prospect.

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Materialism and Green Purchase Intention: A Study of Urban Vietnamese Consumers

Journal of Economics and Development ◽

10.33301/2017.19.02.05 ◽

2017 ◽

pp. 89-106 ◽

Cited By ~ 2

Author(s):

Mai Nguyen Thi Tuyet ◽

Hung Nguyen Vu ◽

Linh Nguyen Hoang ◽

Minh Nguyen Hoang

Keyword(s):

Conceptual Framework ◽

Survey Data ◽

Purchase Intention ◽

Behavioral Control ◽

Subjective Norm ◽

Perceived Behavioral Control ◽

Policy Makers ◽

Tpb Model ◽

Research Findings ◽

The Impact

This study focuses on examining the impact of three components of materialism on green purchase intention for urban consumers in Vietnam, an emerging economy. An extended Theory of Planned Behavior (TPB) is applied as the conceptual framework for this study. The hypotheses are empirically tested using survey data obtained from consumers in Hanoi, the capital of Vietnam. The regression results show support for most of our hypotheses. The findings indicate that two out of three facets of materialism are significant predictors of green purchase intention. Specifically, success is found to be negatively related to purchase intention, while happiness is related positively to the intention. All three antecedents in the TPB model, including attitude towards green purchase, subjective norm, and perceived behavioral control are also found to have positive impacts on purchase intention. The research findings are discussed and implications for managers and policy makers are provided.

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Practicing Green Residence Business Model Based on TPB Perspective

Sustainability ◽

10.3390/su13137379 ◽

2021 ◽

Vol 13 (13) ◽

pp. 7379

Author(s):

Chao Wu ◽

Shuling Liang ◽

Weijiong Wu ◽

Yuxiang Hong

Keyword(s):

Business Model ◽

Purchase Intention ◽

Structural Equation ◽

Behavioral Control ◽

Steel Structure ◽

Equation Modeling ◽

Perceived Behavioral Control ◽

Intention To Purchase ◽

Wide Range ◽

Green Business

Green residence is the future of urban development, it is also an attempt to implement the green business model in the residential business field. The key to the success of a green business model is that a wide range of customers can accept its green value proposition and react to it through their purchase decisions. This study aims to develop a theory of a planned behavior (TPB) research model to predict individuals’ intention to purchase green residence. This study took steel structure residence as an example, which was widely recognized as one emerging type of green residence. The samples were selected in Baotou city of Inner Mongolia, P.R. China. Data analysis was performed using the structural equation modeling (SEM) with data obtained from a survey of 208 respondents using SPSS19.0 and AMOS17.0. The results found that the individuals’ intention to purchase green residence was significantly affected by attitude, subjective norm, and perceived behavioral control. Moreover, the empirical evidence showed that these influences differed between different gender groups. Specifically, women responders had a stronger effect on the path attitude impact on purchase intention than men. These findings can provide implications for practicing the green business model of real estate enterprise.

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Pengaruh Pendidikan Gizi Berbasis Theory of Planned Behavior untuk Mempromosikan Pembatasan Konsumsi Fast Food pada Siswi

Amerta Nutrition ◽

10.20473/amnt.v1i4.7138 ◽

2017 ◽

Vol 1 (4) ◽

pp. 351

Author(s):

Wuri Rizki Handarbeny ◽

Trias Mahmudiono

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Food Consumption ◽

Fast Food ◽

Behavioral Control ◽

Subjective Norms ◽

Female Students ◽

Perceived Behavioral Control ◽

Nutritional Education ◽

Fast Food Consumption

Background: The incessant promotion of fast food make a perception that fast food is a trend among teenager. Fast food consumption habits that have high calorie but low nutrients will causes nutritional problems in adolescents. Objectives: The purpose of this study aimed to determine effect of nutritional education based on theory of planned behavior to change knowledge, attitude, subjective norms, perceived behavioral control, intention, and limited fast food consumption among female students in Sidoarjo. Methods: This study was interventional quasi-experimental research. 32 female students (each 16 female students for interventional group and 16 female students for control group), were selected by simple random sampling. The education was provided based on theory of planned behavior in four sessions. The researcher-made questionnaire based on theory of planned behavior used for data collection.The questionnaire was completed by the students twice, before and three weeks after the implementation of nutritional education. Data were analyze using descriptive statistics, Mann-Whitney, and Wilcoxon Signed Ranks. Result: The results of this study show nutrition education based on theory of planned behavior influence knowledge (p<0.001), attitude (p<0.001), subjective norms (p=0.002), perceived behavioral control (p<0.001),intention (p<0.001), but doesn’t influence limited fast food consumption (p=0.570). Conclusion: Nutritional education based on the theory of planned behavior influence knowledge, attitude, subjective norms, perceived behavioral control, and intention, but not effect to limited fast food consumption. So, nutrition education designed based on TPB effective to be implementation of health promotion.ABSTRAK Latarbelakang: Gencarnya promosi fast food menimbulkan persepsi bahwa makanan cepat saji merupakan tren dikalangan remaja. Kebiasaan konsumsi makanan cepat saji yang mempunyai tinggi kalori namun rendah zat gizi menimbulkan masalah gizi lebih dan defisiensi zat gizi mikro pada remaja.Tujuan: Tujuan penelitian ini dilakukan untuk mengetahui pengaruh pendidikan gizi berbasis Theory of Planned Behavior terhadap perubahan pengetahuan, sikap, norma subyektif, perceived behavioral control, intensi, dan konsumsi membatasi fast food pada siswi di SMA Negeri 2 Sidoarjo. Metode: Penelitian ini dilaksanakan dengan metode quasy experimental pada 32 siswi (16 siswi kelompok kontrol dan 16 siswi kelompok perlakuan) dipilih menggunakan simple random sampling. Pendidikan gizi berbasis TPB dilakukan selama 4 sesi yiatu sesi sikap, norma subyektif, PBC, dan intensi. Kuesioner penelitian yang digunakan untuk meneliti berbasis TPB. Penilaian dilakukan dua kali, yaitu sebelum dan 3 minggu setelah edukasi. Data dianalisis secara deskriptif, uji Mann Whitney dan Wilcoxon Signed Ranks.Hasil: Berdasarkan hasil penelitian bahwa pendidikan gizi berbasis theory of planned behavior mempengaruhi pengetahuan (p<0,001), sikap (p<0,001), norma subyektif (p<0,002), perceived behavioral control (p<0,001), dan intensi (p<0,001) tetapi tidak mempengaruhi perilaku siswi untuk membatasi fast food (p=0,570).Kesimpulan: Pendidikan gizi berbasis TPB dapat mempengaruhi sikap, norma subyektif, PBC, dan intensi tetapi tidak merubah perilaku membatasi fast food. Dengan demikian maka diperlukan pendidikan gizi yang berkelanjutan agar dapat merubah suatu perilaku pembatasan fast food.

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A RELAÇÃO DA PREOCUPAÇÃO AMBIENTAL COM O CONSUMO DE PRODUTOS VERDES NO VAREJO

RACE - Revista de Administração Contabilidade e Economia ◽

10.18593/race.v15i3.9621 ◽

2016 ◽

Vol 15 (3) ◽

pp. 821 ◽

Cited By ~ 1

Author(s):

Sergio Silva Braga Junior ◽

Edgard Monforte Merlo ◽

Dirceu Da Silva

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Quantitative Research ◽

Environmental Concern ◽

Equation Modeling ◽

Purchase Intent ◽

Green Products ◽

Green Consumption ◽

Relationship Of ◽

The Relationship

O objetivo com a presente pesquisa foi avaliar a relação da preocupação ambiental do consumidor com sua efetiva declaração de compra de produtos verdes no varejo. Orientado por uma linha de pesquisa que busca explicar o fato de o comportamento ter como precedente a intenção e não a atitude, foi avaliado se a preocupação dos consumidores com o meio ambiente está sendo convertidas em intenção de compra e posterior declaração de compra. O problema que orientou a pesquisa pode ser expresso pela seguinte questão: a preocupação ambiental está relacionada com a intenção de compra para se tornar compra declarada de produtos verdes no varejo? Para responder a essa questão e atender ao objetivo proposto, foi realizada uma pesquisa de natureza quantitativa por meio de um survey com 1.233 consumidores reais de quatro capitais brasileiras, avaliando-se a percepção que eles possuem de si mesmos e dos outros. A análise de dados foi feita utilizando-se a modelagem de equações estruturais por meio do software SmartPLS 3.0. Os resultados indicam que os consumidores pesquisados não demonstram relacionar diretamente sua preocupação ambiental com a compra declarada de produtos verdes, que revelou ser formada pela intenção de compra. Isso foi observado nas duas condições, quando os consumidores responderam sobre a sua percepção e sobre a dos outros (sociedade).Palavras-chave: Consumo verde. Preocupação ambiental. Varejo. Comportamento do consumidor. The relationship of environmental concern with green products consumer in retail Abstract The purpose with this research was to evaluate the environmental consumer concern with their actual purchase statement for green products in retail. Guided by a line of research that seeks to explain the fact that the behavior has as a precedent the intention and not the attitude was assessed to consumer concern about the environment and these are converted into purchase intent and purchase later statement. The problem oriented research can be expressed by the following question: Environmental concern is related to the purchase intention to become declared purchase of green products at retail? To resolve this matter and meet the proposed objective, a quantitative research through a survey with the 1233 actual consumers of four brazilian capitals assessing his perception as an individual was carried out and as he watches others. Data analysis was performed using the structural equation modeling through SmartPLS 3.0 software. The results indicate that consumers surveyed do not demonstrate directly relate their environmental concerns with the purchase declared for green products, which were shown to be formed by purchase intent. This perception takes place in the two conditions, when they respond on their perception and when they answer about how he observes others (society).Keywords: Green consumption. Environmental concern. Retail. Consumer behavior.

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A cross-cultural study of purchase intention of sponsored products based on American and Korean spectators of the 2010 FIFA World Cup South Africa

Sport Business and Management An International Journal ◽

10.1108/sbm-04-2013-0005 ◽

2014 ◽

Vol 4 (2) ◽

pp. 158-177 ◽

Cited By ~ 8

Author(s):

Kevin K. Byon ◽

Soonhwan Lee ◽

Thomas A. Baker

Keyword(s):

Purchase Intention ◽

Behavioral Control ◽

Group Analysis ◽

Subjective Norm ◽

Cross Cultural ◽

Perceived Behavioral Control ◽

World Cup ◽

Global Marketing ◽

Fifa World Cup ◽

Content Type

Purpose – The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward sponsoring products of the 2010 FIFA World Cup. The structural equation modeling (SEM) revealed that subjective norm and perceived behavioral control were predictors of purchase intention. Further, multiple group analysis revealed that the path coefficient between subjective norm and purchase intention for the two groups was significantly different. Design/methodology/approach – A self-administered questionnaire was developed to measure the four constructs of the theory of planned behavior (TBP) as well as demographic information. Upon completion of the psychometric properties test of the TPB, a SEM was conducted to examine the proposed hypotheses. The same fit indices as with the measurement model were adopted to evaluate the model fit. Finally, a multi-group analysis was conducted to examine if the proposed relationships are different based on nationality (American vs Korean samples). A comparison of χ2 value between unconstrained and constrained models was employed to assess whether the two groups are statistically different. Findings – SEM revealed that subjective norm and perceived behavioral control were predictors of purchase intention. In this study, a multi-group analysis was conducted to examine if the proposed relationships in our model are different based on nationality. As a result, we found that two groups (i.e. American vs Korean) exhibited notable differences in subjective norms in determining purchase intentions of the 2010 FIFA World Cup sponsored products. Originality/value – Sponsors for mega sporting events, like the FIFA World Cup, must develop global marketing plans that appeal to worldwide audiences. Sport marketers, therefore, need cross-cultural marketing analysis on equivalence and bias so that they better understand how spectators from different cultures behave after consuming the same event. Thus, application of the TPB in cross-cultural studies aimed at understanding consumer intention after spectating the FIFA World Cup would provide marketers with valuable information for the formation of global marketing strategies.

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