Why Do Consumers Intend to Purchase Natural Food? Integrating Theory of Planned Behavior, Value-Belief-Norm Theory, and Trust

Natural labels are increasingly present in the market and appreciated by consumers, despite formal regulation still missing. Knowing the psychosocial factors that may predict natural food choice may be useful to understand what drives consumers to choose this category of food. We analyzed the antecedents of consumers’ intention to purchase natural food, testing a theoretical model that integrates the theory of planned behavior (TPB), the value-belief-norm (VBN) theory, and consumers’ trust in natural food. A sample of Italian participants (N = 1018) filled an online questionnaire assessing intention to buy natural food, TPB and VBN variables, and trust in the natural food supply chain. The model applied yielded results which confirmed the predictiveness of the tested integrated model. Attitude and perceived behavioral control were the strongest antecedents of intention, followed by trust and personal norm. Consumers’ intention to buy natural food was also associated with their evaluation of the consequences and possibilities related to the purchase behavior, as well as with their moral evaluation attributable to pro-environmental determinants.

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Integrating Personal and Pro-Environmental Motives to Explain Italian Women’s Purchase of Sustainable Clothing

Sustainability ◽

10.3390/su131910841 ◽

2021 ◽

Vol 13 (19) ◽

pp. 10841

Author(s):

Valentina Carfora ◽

Giulia Buscicchio ◽

Patrizia Catellani

Keyword(s):

Structural Equation ◽

Behavioral Control ◽

Self Report ◽

Equation Modeling ◽

Perceived Behavioral Control ◽

Online Questionnaire ◽

Mediation Analyses ◽

Intention To Purchase ◽

Personal Norm ◽

The Impact

Despite increased knowledge of the impact of clothing production on the environment, the general public still has a low intention to purchase sustainable clothing. The present study analyzed the psychosocial predictors of Italian women’s intention to purchase sustainable clothing, proposing an integration of the Theory of Planned Behavior (TPB) and the Value-Belief-Norm (VBN) approaches. Participants (N = 286) filled in a self-report online questionnaire, measuring Italian women’s intention to purchase sustainable clothing, as well as TPB variables, such as subjective norm, attitude, and perceived behavioral control, and VBN variables, such as egoistic and biospheric values, awareness of consequences, and personal norm. Results of structural equation modeling showed that the TPB + VBN integrated model predicted women’s intention to purchase sustainable clothing. Personal norm and attitude were the strongest predictors of intention. Mediation analyses showed the indirect impact of the VBN chain (from values to moral norm) on intention. Discussion focusses on the psychosocial dimensions that public policy, non-governmental organizations, and clothing companies should consider when promoting the purchase of sustainable clothing.

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Intenção de Compra de Alimentos Orgânicos: evidências de validade da Teoria do Comportamento Planejado ## Intention to Purchase Organic Food: evidence of validity of the Theory of Planned Behavior

Amazônia Organizações e Sustentabilidade ◽

10.17648/aos.v10i2.2410 ◽

2021 ◽

Vol 10 (2) ◽

pp. 304

Author(s):

Gabriel Horn Iwaya ◽

Andrea Valéria Steil ◽

Denise Cuffa

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Online Survey ◽

Behavioral Control ◽

Organic Food ◽

Subjective Norms ◽

Perceived Behavioral Control ◽

Organic Foods ◽

Production Chain ◽

Intention To Purchase

O artigo descreve o processo de busca de evidências de validade de conteúdo e de estrutura interna do modelo da Teoria do Comportamento Planejado (TCP) (Ajzen, 1991) aplicado à predição da intenção de compra de alimentos orgânicos no contexto brasileiro. O artigo apresenta o efeito que as atitudes, as normas subjetivas e o controle comportamental percebido exercem sobre a intenção de compra de alimentos orgânicos. A pesquisa seguiu o delineamento de levantamento online com amostragem por conveniência. A amostra contou com 705 consumidores brasileiros, maiores de idade e responsáveis ou parcialmente responsáveis pela compra de alimentos em suas residências. Na análise de dados foram utilizadas as técnicas de análise fatorial exploratória, confirmatória e de regressão linear múltipla hierárquica. O modelo da TCP explicou 58% da variação da intenção de compra de alimentos orgânicos. As atitudes (β=0,42), as normas subjetivas (β=0,30) e o controle comportamental percebido (β=0,35) são preditores da intenção de compra de alimentos orgânicos. Os resultados são relevantes para as organizações públicas e privadas envolvidas na cadeia de produção, de alimentos orgânicos que buscam subsídios teóricos e evidências científicas para justificar o desenvolvimento de mensagens voltadas à promoção da compra de alimentos orgânicos. As evidências encontradas corroboram a eficácia da TCP como modelo preditivo e apresentam resultados significativos que contribuem para o entendimento da formação da intenção de compra de alimentos orgânicos no contexto brasileiro.ABSTRACTThe article describes the search process for evidence of content validity and internal structure of the Theory of Planned Behavior model (TPB) (Ajzen, 1991) applied to the prediction of the intention to purchase organic food in the Brazilian context. The article presents the effect that attitudes, subjective norms and perceived behavioral control have on the intention to purchase organic foods. The research followed the design of an online survey with convenience sampling. The sample included 705 Brazilian consumers, of legal age and who are responsible or partially responsible for the purchase of food at their homes. In the data analysis, the techniques of exploratory and confirmatory factor analysis and hierarchical multiple linear regression were used. The TBP model explained 58% of the variation in the intention to purchase organic food. Attitudes (β = 0.42), subjective norms (β = 0.30) and perceived behavioral control (β = 0.35) are predictors of the intention to purchase organic foods. The results are relevant for public and private organizations involved in the organic food production chain that seek theoretical subsidies and scientific evidence to justify the development of messages aimed at promoting the purchase of organic foods. The evidence found corroborates the effectiveness of TPB as a predictive model and presents significant results that contribute to the understanding of the formation of the intention to purchase organic food in the Brazilian context.

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COVID-19 Vaccination Intentions: The Theory of Planned Behavior, Optimistic Bias, and Anticipated Regret

Frontiers in Psychology ◽

10.3389/fpsyg.2021.648289 ◽

2021 ◽

Vol 12 ◽

Author(s):

Katharina Wolff

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Behavioral Control ◽

Subjective Norms ◽

Perceived Behavioral Control ◽

Anticipated Regret ◽

Optimistic Bias ◽

Online Questionnaire ◽

Vaccination Rates ◽

Positive Attitudes

High vaccination rates within the general population are essential for overcoming the current COVID-19 pandemic. The aim of the present study was to investigate intentions to receive a COVID-19 vaccine as well as the predictors of such intentions. A representative sample of the Norwegian population (N = 1,003, 49.5% females, Mage = 47.9, SD = 17.1) filled in an online questionnaire assessing the components of the Theory of planned behavior (attitudes, subjective norms, and perceived behavioral control), as well as optimistic bias and anticipated regret. Results showed that a majority (61.6%) of participants intend to get vaccinated. Regression analysis revealed that intentions were predicted by positive attitudes toward vaccination (β = 0.31, p < 0.001), subjective norms in favor of vaccination in one’s family (β = 0.23, p < 0.001), perceived behavioral control (β = 0.09, p < 0.001), and by anticipated net regret (β = 0.32, p < 0.001), explaining 69% (f2 = 2.23) of the variance in intentions. Optimistic bias did not predict intentions.

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Analysis of Intention to Buy Cinema E-Tickets Among IPB Students with Theory of Planned Behavior (TPB) Approach

Journal of Consumer Sciences ◽

10.29244/jcs.5.1.58-72 ◽

2020 ◽

Vol 5 (1) ◽

pp. 58-72

Author(s):

Tria Putri Simamora ◽

Moh Djemdjem Djamaludin

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Behavioral Control ◽

Test Validity ◽

Control Variable ◽

Negative Relationship ◽

Subjective Norms ◽

Internet Technology ◽

Perceived Behavioral Control ◽

Intention To Purchase

Internet technology has changed the way consumers buy products, one of which is the purchase of cinema tickets online (e-ticket). This study aimed to analyze of intention to purchase cinema e-tickets among IPB University students with the Theory of Planned Behavior (TPB) approach. This study used a cross-sectional study design and quantitative approach with online survey methods conducted at IPB campus. As many as 225 students were selected purposively as the research participant, with the criteria of undergraduate program students and had ever watched a movie at the cinema but had never bought a cinema e-ticket. The data analysis included descriptive analysis, reliability test, validity test, Spearmen correlation, and Structural Equation Model (SEM) using AMOS 21.0 and SPSS 25.0 programs. The results showed that age had a negative relationship with subjective norms, perceived behavioral control, and intention. The semester level also had a negative association with attitudes towards behavior, subjective norms, perceived behavioral control, and intention, whereas pocket money showed a negative relationship with subjective norms. The results of the analysis using SEM indicated that attitudes towards behavior, subjective norms, and perceived behavioral control had a significant positive effect on the intention to purchase cinema e-tickets. The perceived behavioral control variable had the most substantial influence on the purchase intention of cinema e-tickets, followed by subjective norms and attitudes towards behavior.

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Intention to Purchase Halal Cosmetics: Do Males and Females Differ? A Multigroup Analysis

Cosmetics ◽

10.3390/cosmetics8010019 ◽

2021 ◽

Vol 8 (1) ◽

pp. 19

Author(s):

Abdul Hafaz Ngah ◽

Serge Gabarre ◽

Heesup Han ◽

Samar Rahi ◽

Jassim Ahmad Al-Gasawneh ◽

...

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Purchase Intention ◽

Brand Image ◽

Behavioral Control ◽

Perceived Behavioral Control ◽

Daily Lives ◽

Multigroup Analysis ◽

Intention To Purchase ◽

Halal Food

As Muslims bound to Islamic teachings, the attitude of young millennials preferring non-halal international cosmetics is trivial. Despite the acceptance of halal food, literature on the acceptance of halal cosmetics remains scarce. The intention to purchase halal cosmetics is crucial for the sustainability of halal cosmetics manufacturers. The authors used the theory of planned behavior to identify factors influencing the purchase intention of halal cosmetics among Muslim millennials. Since cosmetics are not exclusively used by females, as males are starting to use them in their daily lives, gender was incorporated into the framework to assess its moderating effect on the relationship. Furthermore, brand image was included in the theory of planned behavior. Data were collected from three universities in Malaysia. A total of 501 responses were analyzed with smart partial least squares to run a multigroup analysis. The analysis revealed that subjective norms have a stronger effect on females, and perceived behavioral control has a greater effect on males. Although attitude and brand image have a positive effect on the intention to purchase halal cosmetics, gender has no effect. The findings are essential for halal cosmetics manufacturers to craft a marketing strategy aimed at Muslim millennials in Malaysia.

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Acceptance of artificial intelligence in German agriculture: an application of the technology acceptance model and the theory of planned behavior

Precision Agriculture ◽

10.1007/s11119-021-09814-x ◽

2021 ◽

Author(s):

Svenja Mohr ◽

Rainer Kühl

Keyword(s):

Artificial Intelligence ◽

Theory Of Planned Behavior ◽

Technology Acceptance ◽

Planned Behavior ◽

Technology Acceptance Model ◽

Structural Equation ◽

Perceived Behavioral Control ◽

Labor Costs ◽

Online Questionnaire ◽

Acceptance Model

AbstractThe use of Artificial Intelligence (AI) in agriculture is expected to yield advantages such as savings in production resources, labor costs, and working hours as well as a reduction in soil compaction. However, the economic and ecological benefits of AI systems for agriculture can only be realized if farmers are willing to use them. This study applies the technology acceptance model (TAM) of Davis (1989) and the theory of planned behavior (TPB) of Ajzen (1991) to investigate which behavioral factors are influencing the acceptance of AI in agriculture. The composite model is extended by two additional factors, expectation of property rights over business data and personal innovativeness. A structural equation analysis is used to determine the importance of factors influencing the acceptance of AI systems in agriculture. For this purpose, 84 farmers were surveyed with a letter or an online questionnaire. Results show that the perceived behavioral control has the greatest influence on acceptance, followed by farmers’ personal attitude towards AI systems in agriculture. The modelled relationships explain 59% of the total variance in acceptance. Several options and implications on how to increase the acceptance of AI systems in agriculture are discussed.

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A Psychological Process of Bureaucratic Whistleblowing: Applying the Theory of Planned Behavior

The American Review of Public Administration ◽

10.1177/02750740211003345 ◽

2021 ◽

pp. 027507402110033

Author(s):

Hongseok Lee ◽

Minsung Michael Kang ◽

Sun Young Kim

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Structural Equation ◽

Structural Equation Models ◽

Behavioral Control ◽

Perceived Behavioral Control ◽

Psychological Process ◽

Public Employees ◽

The Public ◽

Using Data

Whistleblowing is a psychological process that involves the calculation of risks and benefits. While there exists a broad range of research on whistleblowing in the public sector, previous studies have not examined its entire process due to the limited focus on either whistleblowing intention or whistleblowing behavior. This study aims to fill this gap by applying the theory of planned behavior (TPB) to the whistleblowing context. Specifically, we examine how individual beliefs about the likely consequences of whistleblowing (attitude toward whistleblowing), others’ expectations about whistleblowing (subjective norm), and the capability of blowing the whistle (perceived behavioral control) influence public employees’ actual whistleblowing by way of their intention to report wrongdoings. A series of structural equation models are tested using data from the 2010 Merit Principles Survey. The findings show that the more the employees perceive that the consequences of whistleblowing are important, the more the key referents support whistleblowing, and the more the protections for whistleblowers are available, the more likely are their intentions to disclose wrongdoings and then actually engage in whistleblowing behavior. We conduct additional analyses for internal and external whistleblowers separately and find that there are both meaningful similarities and differences between the two groups. This study provides support for the validity of TPB as a theoretical framework for better understanding and explicating the psychological process of bureaucratic whistleblowing.

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Online Lactation Education for Healthcare Providers: A Theoretical Approach to Understanding Learning Outcomes

Journal of Human Lactation ◽

10.1177/0890334417724348 ◽

2017 ◽

Vol 33 (4) ◽

pp. 725-735 ◽

Cited By ~ 2

Author(s):

Amanda L. Watkins ◽

Joan E. Dodgson ◽

Darya Bonds McClain

Keyword(s):

Theory Of Planned Behavior ◽

Learning Outcomes ◽

Planned Behavior ◽

Evidence Based Practice ◽

Behavioral Control ◽

Healthcare Providers ◽

Meaningful Learning ◽

Perceived Behavioral Control ◽

Evidence Based ◽

Support Practices

Background: Breastfeeding competencies are not standardized in healthcare education for any of the health professions. A few continuing education/professional development programs have been implemented, but research regarding the efficacy of these programs is scarce. Research aim: After a 45-hour lactation course, (a) Does breastfeeding knowledge increase? (b) Do beliefs and attitudes about infant feeding improve? (c) Does perceived behavioral control over performance of evidence-based lactation support practices increase? and (d) Do intentions to carry out evidence-based lactation support practices increase? Methods: A nonexperimental pretest–posttest self-report survey design was conducted with a nonprobability sample of participants ( N = 71) in a lactation course. Theory of Planned Behavior variables were measured and a before–after course analysis was completed. Results: Significantly higher scores were found on the posttests for knowledge, beliefs about breastfeeding scale, and the perceived behavioral control scale. Participants’ self-efficacy increased after the course; their beliefs about social norms and their ability to effect change in their workplaces did not change significantly. Participants’ intention to perform actions that are consistent with the evidence-based breastfeeding supportive behaviors increased significantly. Positive beliefs about formula feeding significantly increased; this was unexpected. Conclusion: The Theory of Planned Behavior provided a useful approach for examining more meaningful learning outcomes than the traditional knowledge and/or satisfaction outcomes. This study was the first to suggest that more meaningful learning outcomes are needed to evaluate lactation programs. However, it is not enough to educate healthcare providers in evidence-based practice; the places they practice must have the infrastructure to support evidence-based practice.

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Intention to adopt cryptocurrency: a robust contribution of trust and the theory of planned behavior

Journal of Economic and Administrative Sciences ◽

10.1108/jeas-10-2021-0204 ◽

2022 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Bahadur Ali Soomro ◽

Naimatullah Shah ◽

Nadia A. Abdelmegeed Abdelwahed

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Online Survey ◽

Behavioral Control ◽

Perceived Behavioral Control ◽

Cross Sectional ◽

Content Type ◽

Intention To Adopt ◽

Positive Effect ◽

Practical Implications

PurposeAt present, the adoption of cryptocurrency investment has brought consideration to the globe. The present paper attempts to investigate the intention to adopt cryptocurrency (IACR) among the potential investors of Pakistan.Design/methodology/approachThe theory of planned behavior (TPB) is applied to underpin the conceptual framework. The study uses a quantitative approach. The study collects cross-sectional data through an online survey questionnaire. In the last, the authors utilized 334 samples for outcomes.FindingsFindings of the SEM reveal a significant positive effect of attitude, subjective norms (SNs), perceived behavioral control (PBC) and trust on IACR.Practical implicationsThe outcomes of an investigation would develop further intention and trust towards cryptocurrency adoption. The results would support developing favorable policies regarding the reduction of the ban on cryptocurrency in Pakistan to make easier transactions of the investors further. Possibly, it brings several opportunities in all segments of society in making the digital transaction modes through cryptocurrency. Finally, the findings would further validate the TPB in the context of cryptocurrency.Originality/valueThe study provides a better understanding of cryptocurrency and investors IACR. The empirical evidence further develops the other individuals' intentions towards cryptocurrency usage.

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Attitude, social norms, and perceived behavioral control influence the academic integrity-related behavioral intentions of graduate students

Social Behavior and Personality An International Journal ◽

10.2224/sbp.9996 ◽

2021 ◽

Vol 49 (4) ◽

pp. 1-12

Author(s):

Ting Yang ◽

Yungui Wang ◽

Jun Deng ◽

Chunji Huang

Keyword(s):

Graduate Students ◽

Theory Of Planned Behavior ◽

Social Norms ◽

Planned Behavior ◽

Academic Integrity ◽

Behavioral Intentions ◽

Behavioral Control ◽

Subjective Norms ◽

Perceived Behavioral Control ◽

Postgraduate Students

Graduate students have become the driving force of scientific research at Chinese universities. Therefore, further work is needed to understand what influences postgraduate students' academic integrity. Using the theory of planned behavior, this study investigated the relationships between postgraduates' attitude toward academic integrity, social norms (subjective, descriptive, and moral), perceived behavioral control, and intentions, and examined the moderating role of social identity in the relationship between social norms and intentions. We conducted a survey with 1,256 Chinese biomedical postgraduate students, and analyzed the data with structural equation modeling. The results show that attitude, subjective norms, descriptive norms, and perceived behavioral control influenced students' academic integrity-related behavioral intentions. The model explained over half of the variance in intentions, indicating that attitude, subjective norms, descriptive norms, and perceived behavioral control were the main variables influencing academic integrity-related behaviors. The theory of planned behavior can be applied in research on postgraduates' academic integrity.

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