Psychological consumer behavior and sustainable green food purchase

PurposeThe study aims to examine the role of consumer psychological attitude, subjective norm, perceived behavior control and pro-environmental self-identity on green food purchase intention. Also, it examines the effect of ecological conscious consumers' behavior (ECCB) on green intention and behavior.Design/methodology/approachThe study has focused on the upper-middle-class segment of Karachi. The authors have used area sampling for collecting the data. Six recruited enumerators distributed 450 questionnaires in five areas of Karachi and received 423 filled-in questionnaires. The study has used the Smart PLS version for data analysis.FindingsThe study found that biospheric egoistic and hedonic values affect attitudes toward green products, and altruistic values have no effect on attitude. Also, the authors did not find any association between attitude and green purchase intention, but found that attitude stimulates ECCB. Subjective norms and perceived behavior control strongly affect green purchase intention and ECCB. The results also suggest that pro-environment self-identity and ECCB are significant predictors of green purchase intention. The authors also found that green purchase intention stimulates green food behavior.Originality/valueThe authors have taken a holistic approach by investigating 13relationships. The authors also examined the association between hedonic values and green purchase intentions, which in the past studies have contradictory results.

EXTENDED THEORY OF PLANNED BEHAVIOR TO EXPLAIN ENVIRONEMNTALLY RESPONSIBLE BEHAVIOR IN CONTEXT OF NATURE-BASED TOURISM

Promoting environmentally responsible behavior is important in preventing and reducing the environmental problem. This work focused on particular environmentally responsible behavior (avoiding and reducing littering). The present study extended the Theory of Planned Behavior (environmental knowledge, biospheric value, and positive emotional experience) to identify the factors influencing intended environmentally responsible behavior of tourists visiting nature based destinations in the context of Indonesia. Based on the data collected from 204 respondents through questionnaires survey using purposive sampling approach. The structural equation analysis shows that biospheric value, environmental knowledge, and positive emotional experience have a positive influence on attitude toward behavior. Besides, the result demonstrated that attitude, subjective norm, and perceived behavior control have a significant positive influence on environmentally responsible behavior intention. The findings emphasized that positive emotional experiences have a strongest influence on attitude and perceived behavior control have a strong influence on environmentally responsible behavior. This work contributes to the sustainable development goals and environmentally responsible behavior in tourism behavior literature. Although, some limitations were acknowledged in this work, practical implication and future agenda for research are provided.

Effect of Attitude Mediating Subjective Norm, Perceived Behaviour Control, and Perceived Ease of Use on Online Purchase Intention Fashion Product Category

This study aims to analyze the role of the Attitude variable in mediating Subjective Norm, Perceived Behavior Control, and Perceived Ease of Use on Online Purchase Intention for the fashion product category. The population of this study is people located in the Greater Jakarta area who have never shopped for fashion products online, with a total sample of 200 respondents. The data analysis method used Structural Equation Model-Partial Least Square (SEM-PLS). The results of the study found that Subjective Norm, Perceived Behavior Control, and Perceived Ease of Use had a positive and significant effect on Attitude. Attitude has a positive and significant effect on Online Purchase Intention of fashion products. Subjective Norm and Perceived Ease of Use have a positive and significant effect on Online Purchase Intention of fashion products. However, Perceived Behavior Control does not affect the Online Purchase Intention of fashion products. The implications of this research are discussed further in the article.

Role of Knowledge, Subjective Norms, Perceived Behavior Control, and Attitudes in Predict Pro-Environmental Behavior

Background: One of the public universities as the green campus that prioritizes reforestation to overcome environmental issues. All stakeholders including students are expected to behave pro-environmentally. This study aimed to explain whether or not there is an influence of knowledge, subjective norm, perceived behavior control, and attitude towards pro-environmental behavior (plastic waste) for university students. Methods: This research was conducted under a quantitative approach with 5 valid and reliable variables. In addition, regression tests and structural equation models are used. The respondents of this study were 399 university students from all faculties of Hasanuddin University. Results: Perceived Behavior Control has the greatest effect on pro-environmental behavior compared to other variables. However, environmental knowledge has the smallest effect on subjective norms, perceived behavior control, and attitude. Conclusion: All variables affect predict pro-environmental behavior.

Addressing the Impact of COVID-19 and Non-Pharmaceutical for Perception Tourism Using Frequentist PLS-SEMs

The pandemic Covid-19 has been changing tourist behavior to visit a tourism destination. This study aims to investigate tourist’ visit intention after Covid-19 pandemic period in Indonesia by addressing the Covid-19 phenomenon, health consciousness and theory planned behavior framework. To answer hypotheses in this study, Confirmatory Factor Analysis-Structure Equation Model is used with quantitative approach. The research model is examined by SEM-PLS, using SmartPLS-3 software to analyze research framework. The results show that Covid-19 perception had not significantly impacted attitude, subjective norm, perceived behavioral control and intention. However, the perception of Covid-19 has a significant impact on non-pharmaceutical intervention, which in turn delivers a significant impact on attitude, subjective norm, perceived behavior control and visit intention. The hypothesis presumes that attitude, subjective norm, and perceived behavior control all have significant impact on intention to visit. In contrast, variable of health consciousness works less impact on intention to visit. This study makes significant contribution to the tourism literature by considering health issue and tourist visit behavior after Covid-19 period in Indonesia. Doi: 10.28991/esj-2021-SPER-15 Full Text: PDF

The Effect of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchase Intention of Halal Cosmetic Products with Country Of Origin and Brand Equity as Moderating (Survey on Muslim Women in Semarang District)

This study is to measure the effect of attitude, subjective norm, perceived behavior control on purchase intention of halal cosmetic products with country of origin and brand equity as moderating variables. This study uses quantitative research using multiple linear regression analysis and Moderated Regression Analysis (MRA). Data collection techniques by distributing questionnaires. Samples were taken as many as 156 respondents who were given to Muslim women who live in Semarang Regency. The results showed that there was an influence between attitude, subjective norm, perceived behavior control on the purchase intention of halal cosmetic products. The results of Moderated Regression Analysis (MRA) show that the country of origin cannot moderate the effect of attitude, subjective norm, perceived behavior control on purchase intention of halal cosmetic products. Meanwhile, brand equity can moderate the effect of perceived behavior control and cannot moderate the influence of attitude, subjective norm on purchase intention of halal cosmetic products.

Testing the effectiveness of Community-Based Continuous Training Project on Improving the Domains of Birth Preparedness and Complication Readiness Intention Among Expecting Couples in Rural Settings of Rukwa Tanzania, A Controlled Quasi Experimental Study

Background: According to theory of planned behavior, the intention to engage into a behavior predicts the behavior to occur. The intention to engage into a behavior is influenced by three domains which are the attitude towards the behavior, the perceived subjective norms and the perceived behavior control. The study aimed at testing the effectiveness of a Community Based Continuous training (CBCT) intervention on improving the three domains of Birth Preparedness and Complication Readiness (BPCR) intention. Method: The quasi-experimental study design with control was done from June 2017 until March 2018. A multi-stage sampling technique was used to obtain 561 couples. Pre-test and end-line information were collected using semi-structured questionnaires developed using theory of planned behavior. The effectiveness of the intervention on improving domains of BPCR intention was assessed by using both independent t-test and pared t-test. Results: In comparison between groups at posttest assessment, there was a significant increase in mean scores only on perceived subjective norms in the intervention group if compared to the control group among pregnant women. Among male partners, none of the domain showed a significant difference between the intervention group and control group. In the comparison within groups, mean scores in all three domains had significant increase at posttest in both groups among male partners while among pregnant women the significant increase in the three domains were only among pregnant women in the intervention group. The predictor of change on attitudes and subjective norms mean scores were only the intervention β=0.065, p<0.05 and β=0.112, p=0.001 respectively. Predictors of change in perceived behavior control mean scores towards birth preparedness were level of education (secondary school, β=0.066, p<0.05), age at marriage (more than 24 years, β=0.069, p<0.05) and ethnic group (others, β=-0.067, p<0.05).Conclusion: The improvement brought by the intervention indicates that the intervention has the potential to significantly change the attitude and subjective norms domains of BPCR intention. The study recommends the CBCT intervention to be used in rural community to improve attitude and perceived subjective norms of BPCR intention.

Social distancing intentions to reduce the spread of COVID-19: The extended theory of planned behavior

Background Due to the absence of a vaccine of SARS-CoV-2 virus pandemic, the most effective way to reduce transmission of the virus is by applying social distancing practices. Exploring factors that determine whether people adopt social distancing measures is, therefore, critical to reducing the spread of the virus. This study aimed to investigate people’s intentions to socially distance based on the extended Theory of Planned Behavior. Methods A questionnaire was distributed to the sample population and collected through social media online and WhatsApp groups from March 26, 2020 to March 29, 2020. There were 823 analyzed out of 1870 responses. The extended TPB variables and risk perception were measured using a 7-point scale (scored from 1 to 7). Data were analyzed using the partial least squares (PLS) structural equation modeling method. Results Study found that the factors influencing the intention to perform social distancing were subjective norms and perceived behavior control. Risk perception affected attitudes, subjective norms, and perceived behavioral control. Media exposure was found to determine attitudes, subjective norms, and risk perceptions. The relationship between attitudes and intentions, and media use and perceived behavior control were not significant. The better and effective risk communication that can change the level of risk perception, raise family and religious leader as well as increase to control behavior are the keys to people’s perform social distancing. Results from a multigroup analysis revealed that younger individuals showed a stronger relationship between the influence of risk perception and PBC and media use on risk perception. The predictive strength of subjective norms from risk perception and risk perception from media use was more strongly associated with rural populations. Conclusions The results of study provide an initial understanding of the level of the public’s risk perception to reduce the spread of SARS-CoV-2. Findings also revealed the role of media use in determining risk perception, attitudes and subjective norms and, in turn, change people’s intention to socially distance. This study may add to the literature of behavioral changes in pandemic and provide a framework for both policymakers and practitioners to formulate effective interventions in the future.

Willingness to Pay for Environmental Quality: The Effects of Pro-Environmental Behavior, Perceived Behavior Control, Environmental Activism, and Educational Level

Environmental quality is one of the major concerns in contemporary societies. The main goal of this research is to investigate citizens’ willingness to pay for environmental quality and whether this propensity differs in line with education level. Structural equation modeling is used to explore the associations between several constructs; specifically, a multigroup analysis is conducted to assess the invariance of two educational level segments. Results suggest that willingness to pay more for environmental quality is positively associated with perceived behavior control and environmental activism. Pro-environmental behavior does not impact willingness to pay for environmental quality but is positively related to perceived behavior control and environmental activism. The relationships between constructs hold true for both groups of education. Implications for public policy and marketing actions are addressed.