“Why do you dine at Korean restaurants?” An ethnic food consumption model approach

This study aimed to examine how people choose an ethnic restaurant based on the theory of planned behavior (TPB) to uncover factors that influence consumer decision-making in ethnic food consumption situations, particularly Korean food. Specifically, this study extended the original TPB model by incorporating consumer values and other variables that are theoretically related to the attitude formation, including familiarity and affective country image. The results showed that economic value, quality value, epistemic values, and familiarity were significant factors affecting consumer attitudes toward dining at Korean restaurants. Also, attitude, subjective norm, and perceived behavioral control significantly influenced consumer intentions to dine at Korean restaurants.     

Predicting green product consumption using theory of planned behavior and reasoned action

The extended Theory of Planned Behavior (TPB) incorporates environmental concern, a critical variable in green marketing literature, intending to achieve triple bottom line (TBL). In this context, this study aims to validate TPB and its extended form (mediating role of TPB variables), as well as the Theory of Reasoned Action (TRA), to predict Indian consumers’ green product purchase intention. We collected primary data from 521 respondents as input, establishing validity through confirmatory factor analysis (CFA). Our empirical results of structural equation modeling (SEM) show that extended TPB has higher predictability than TPB and TRA in green marketing settings. Consumer attitude and perceived behavioral control significantly predicts purchase intention whereas subjective norm does not. Our findings also suggest that TPB mediates the relationship between environmental concern and green products purchase intention. An additional construct in the new model considerably contributes to improving the understanding of green products purchase intention formation and could become a sustainable mainstream variable.     

Second‐hand clothing consumption: a cross‐cultural comparison between American and Chinese young consumers

There has been an enormous increase in the economic power and global scope of the second‐hand clothing trade since the early 1990s. Young consumers are a major driver behind the growth of the second‐hand clothing industry in the US. While the stigma of buying second‐hand clothing is fading in the western countries, little is known about second‐hand clothing consumption in the Asian countries. The purpose of this study is to empirically investigate young consumers' behaviours towards second‐hand clothing from a cross‐cultural perspective in the US and Chinese contexts. Results of this study indicated significant differences in young consumers' second‐hand clothing consumption behaviour between the two countries in the following aspects: past purchase experience, perceived values and concerns, perceived subjective norm and future purchase intention.     

Following brands on Twitter: an extension of theory of planned behavior

Due to its immediacy and efficiency, Twitter has recently emerged as a form of marketing communication tool that offers unique advantages for two-way communication between marketers and consumers. This study examines brand-following behavior on Twitter using the Ajzen's model of theory of planned behavior (TPB). Results show that attitude toward brand following, subjective norm, perceived behavioral control, and brand attachment are positively associated with intention to follow brands on Twitter. Consumers’ intention to create (i.e., intention to tweet at brands) and disseminate (i.e., intention to retweet the links of brands) brand-related information, as well as purchase intention, are the outcomes of intention to follow brands on Twitter. Overall findings suggest that TPB model can be used to predict Twitter users’ brand-following behavior. More importantly, our finding that brand attachment drives consumer intention to follow brands on Twitter extends the TPB framework. This study provides both theoretical and managerial implications.     

Considering the Role of Affect and Anticipated Emotions in the Formation of Consumer Loyalty Intentions

Ajzen and Sheikh ( 2013 ) recently challenge calls for adding explicit measures of emotions or affect as independent constructs into the Theory of Reasoned Action (TRA). This assertion has potentially significant theoretical and operational implications for marketers in terms of parsimony and insight. The specific questions of whether or not the addition of anticipated forms of emotions and/or hedonic attitudes to traditional attitude‐based models meaningfully contributes to understanding loyalty intention formation in a retail marketing setting are empirically assessed in this research. Results suggest that, consistent with the arguments of Perugini and Bagozzi ( 2001 ), the independent addition of anticipated emotions (AEs) to attitude models such as the TRA, Theory of Planned Behavior, and Model of Goal‐Directed Behavior (MGB) can be justified in terms of model fit with data, predictive validity (?R²), and efficacy in explanation. Interestingly, however, and consistent with the theoretical arguments underlying the TRA, the models receiving the most overall support appear to be models wherein Attitude_Overall mediates the contributions of positive and negative AEs on endogenous variables such as Desires and Intentions_Loyalty. While it remains up to the individual marketer which perspective to embrace given the observed gains reported herein, the present research also supports the notion that the addition of hedonic attitude forms and/or AEs can offer an overall net gain for many marketers. The managerial and research implications of the results are discussed.     

The Determinants of Entrepreneurial Intention of Young Researchers: Combining the Theory of Planned Behavior with the Triple Helix Model

Although the theme of academic spin‐off has received increasing consideration in entrepreneurship literature, little attention has been devoted to identifying the factors that drive young researchers to set up ventures based on the results of their research. To identify the determinants of academic entrepreneurial intention (AEI), we tested a model on a sample of Italian researchers using structural equation modeling and integrating the Triple Helix Model with the theory of planned behavior (TPB). The findings highlight that all psychological variables of TPB are relevant in predicting AEI, whereas only some contextual and exogenous variables (namely, government and industrial/financial support) directly influence AEI.     

Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity

Increased community awareness on various environmental problems has changed consumers’ behaviors and induced purchasing decisions on green products. Applying the theory of planned behavior (TPB), this study aims to explain the effects (i.e., attitude, subjective norm, and perceived behavioral control) on purchase intention of green skincare products; it also aims to determine if country of origin (COO) and price sensitivity moderate the links between purchase intention and its antecedences. Data collected from 300 respondents in Taiwan are tested against the research model by using structural equation modelling. The results indicate that attitude, subjective norm, and perceived behavioral control have a significant impact on purchase intention of green skincare products, and that country of origin and price sensitivity can enhance the positive effects on the links between purchase intention and its antecedences. The findings of this study present important theoretical and practical implications for consumer green product purchase behaviors.     

Investigating the factors influencing small online vendors’ intention to continue engaging in social commerce

ABSTRACT

This study investigates the variables that determine small online vendors’ intentions to continue engaging in social commerce. Based on the theory of planned behavior (TPB) and social exchange theory (SET), eight hypotheses were developed to (1) identify the antecedents that influence small online vendors’ attitudes toward social commerce, subjective norms, and perceived behavioral control; and (2) examine the causal relationships among the variables with respect for continuous usage intention. A questionnaire survey was used to collect data on a sample of 166 small online vendor managers and employees. Partial least squares (PLS) was used to validate the proposed model. The findings show that social exchange factors (perceived benefits and commitment) significantly affect small vendors’ attitudes toward social commerce. The results further confirm the validity of TPB, i.e., attitude and perceived behavioral control have significant impacts on continuous usage intention in relation to social commerce. The findings of this study provide important insights into the antecedents of attitude for academics and practitioners, application of social computing in commerce for engaging in service innovation, and have the potential to contribute to the development of effective online marketing strategies.     

Explaining the Role of Perceived Risk,Knowledge, Price,and Cost in Dry Fish Consumption Within the Theory of Planned Behavior

ABSTRACT

The general purpose of this study is to explore the influence of perceived risk, knowledge, price, and cost of dry fish consumption in Bangladesh using the general framework from the theory of planned behavior (TPB). The field experiments were performed in Bangladesh with a convenience sample of 558 respondents. Multiple regression analysis was used to investigate the relationship among perceived risk, knowledge, price, and cost and TPB constructs. The findings showed that attitude, norms, and procedural knowledge emerge as the key determinants of intention, whereas intention, attitude, norms, and perceived risk have effects on the dry fish consumption frequency. Perceived behavioral control, price, and cost had no significant effect on intention and consumption behavior. The proposed TPB and the extended model both fit the data well and proved the expectations of this study in a promising way. The study found that people are more concerned about potential long-term risk to their family and others. Therefore, management attention should focus on reducing risks which consumers may face through producing safe and hazard-free dry fish.     

Examination of the health‐belief model to predict the dietary quality and body mass of adults

We examined the ability of the health‐belief model to predict individuals’ dietary quality and body mass among a nationwide sample of 1319 adults in the United States. Simultaneous estimation of the structural equation model found acceptable goodness‐of‐fit to the data. Explained variance in dietary quality and body mass, however, were moderate to weak. The model included three types of nutrition knowledge: basic facts, diet–health awareness and ability to accurately self‐assess nutrient intake. None of these variables had a strong effect on dietary quality or body mass. We speculate that lifestyle characteristics, cultural habits, community infrastructure, and the politics of food production and retailing – variables found in other studies to affect dietary quality and body mass yet not available in our data – might outweigh the effects of nutrition knowledge and sociodemographic factors on estimating dietary quality and body mass. We suggest that future research and intervention programmes focus more on social, cultural and political context than on nutrition knowledge. Current collaborations among life and social scientists to design foods to improve human nutrition might also prove effective in reducing the prevalence of overweight and obesity.     

Consumers’ Intent: In the Organic Food Market

ABSTRACT

This paper examines the determinants that influence consumers' intention to purchase organic products. Ajzen's theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory is tested. A survey of 144 consumers was used to determine the beliefs which determine consumers’ intent to purchase organic food. Furthermore, attitudes, subjective norm, and perceived behavioral control were examined to determine whether they affect consumers’ intention to make organic products purchases. The findings offer considerable support for the robustness of the TPB in explaining intention in the sample. In addition, empirical evidence suggest that price, availability of organic products, product information and the subjective opinions of others are important determinants of consumers intent to buy organic products. The results are consistent with previous research.     

Toward an Integrated Model of Purchase Intention of Dietary Supplements in Sexually Oriented Advertising

This study was designed to examine antecedent factors that yielded a model of purchase intention of dietary supplements in sexually oriented advertising. Results suggested that sexual cognition, gender difference, individual attitude toward advertisements, and product involvement were yielded as key predictors toward people's purchase intention of dietary supplements. However, sexually oriented advertising did not considerably increase their purchase intention. A regression analysis also loaded sexual cognition and product involvement as two key determinants in the model of purchase intention of dietary supplements. Moreover, people with a more positive level of sexual cognition significantly resulted in their higher degree of purchase intention of dietary supplements.     

Influence of Social Acceptability and Attitudes in Restaurant Beef Consumption

ABSTRACT

The competition for meeting consumer preferences for beef steak in the casual dining restaurant is increasing. In order to better understand these preferences researchers employed Sapp's expanded rational expectations intention model, a depiction of Ajzen and Fishbein's theory of reasoned action, to investigate consumers' intentions to consume beef steak in the casual dining restaurant. The expanded model added the social acceptability construct to Ajzen and Fishbein's rational expectations model. Social acceptability had significant causal path estimates for attitude, intention, and subjective norm. Additionally, researchers looked at possible gender differences in the social acceptability, attitude, and behavioral intention constructs. The path estimate between social acceptability and behavioral intention was significant for females but not for males. The attitude to behavioral intention causal path was the strongest path for both males and females; however, neither gender differed in the amount of weight placed on this causal path. The results of this study may assist the beef and restaurant industry to more effectively compete for market share by meeting consumer preferences for beef steak in the casual dining environment.     

Perceptions of food quality: Evidence from a survey in Shanghai

Recent food scandals in China significantly decreased the level of consumer trust toward the food chain, and, at the same time, increased the demand for food quality and safety. This paper investigated perceptions and determinants of food quality among a sample of households in Shanghai. Survey questionnaires were collected between June and December 2014, and a total of 509 interviews were completed. Questions asked about food purchasing behaviours, dietary habits, and the importance of food quality when food shopping. Socio‐demographic and socio‐economic variables were also collected. We used ordered logit regressions to investigate the most significant factors associated with food quality. We found that respondents who frequently bought vegetables were 31% more likely to look for quality attributes (p < .1) and respondents who often bought rice 28% more (p < .01). Branding was also positively associated with the demand for food quality. In particular, consumers considering brand an important element were 25% more likely to believe that the product was of high quality (p < .05). Among socio‐economic variables, higher income and education were significantly associated with food quality demand. Our results indicated that consumers in Shanghai paid increasing attention to food quality, and they especially associated it with traditional foods and brand. We suggested that policy makers and stakeholders in the food chain should strengthen food quality certification systems, and help consumers make better and more informed choices.     

The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach

Although substantial research has been conducted to understand the luxury brand consumption at a global level, especially in the Western market, far less attention has been dedicated to the identification of factors driving such purchases in the Asia-Pacific region. This gap is addressed in the present study, which draws upon the extended theory of planned behavior (TPB) and complexity theory (CT) to identify the non-linear causal pathways pertaining to Chinese consumers’ luxury brand purchase intention. An online survey was conducted with a sample of Chinese consumers to gather data related to their attitudes, subjective norms, perceived behavioral control, self-congruity, power distance beliefs, and gender. An asymmetrical-based approach was adopted by combining fuzzy-set qualitative comparative analysis (fsQCA) with artificial neural network (ANN) analysis. The fsQCA results showed that there are seven solutions (i.e., various combinations of causal antecedents) that can facilitate the formation of luxury brand purchase intention, four of which are gender-specific. After completing the fsQCA, the ANN analysis was conducted to rank the causal conditions in terms of their importance, indicating that attitude and subjective norms are the most relevant antecedents. The present study contributes to the existing luxury branding literature by reevaluating and extending the well-established TPB with new variables and new research lens (i.e., asymmetric thinking). More specifically, this study represents the pioneering effort to apply set theoretic approach in understanding luxury goods consumption, thereby yielding more insightful results that reflect the complexity of reality, and thus advance the findings yielded by past studies that relied on variance-based methods.     

Marketing eco-fashion: The influence of brand name and message explicitness

This study investigated the influence of two variables – brand name and message explicitness – on attitude toward advertisement and attitude toward brand, and further, explored the impact of attitude toward advertisement, attitude toward brand, and other variables on consumer purchase intention. A questionnaire with an experimental design component was administered to 343 college students. Results revealed that respondents formed positive attitudes toward apparel brand when the advertising message contained explicit information about environmentally friendly products. Attitude toward brand, subjective norm, attitude toward advertisement, eco-fashion involvement, and environmental commitment were strong predictors of intention to purchase an environmentally friendly apparel brand. Implications are that apparel marketers may build more positive attitudes toward brands by providing explicit information about environmentally friendly products in their marketing claims. This may be one way for marketers to attract college students who are interested in purchasing environmentally friendly products, but who are not fully committed to a green lifestyle. Further, marketers may be able to reach those who are less interested in purchasing environmentally friendly products by raising awareness and knowledge of the benefits associated with their products and brands, which may help to establish a sustainable market for eco-fashion.     

Parental work status and children's dietary consumption: Australian evidence

This study investigated associations between parents' work status and the dietary consumption patterns of Australian children, and whether such associations vary by parental education and usage of nonparental childcare. Data from the longitudinal study of Australian children at two waves from ages 2–3 years (n = 4601) to 4–5 years (n = 4381) were analysed. Logistic regression models were used to calculate odds ratios of children consuming (≥1 times/day) fruit and vegetables (FV), high fat foods (HFF), high sugar drinks (HSD), as well as evaluating the incidence of breakfast consumption. This was analysed against the employment status of parents including full‐time, part‐time and unemployed. Children of part‐time employed mothers were more likely to consume breakfast, and less likely to consume HSD compared with children of full‐time employed mothers. Children of part‐time employed fathers were less likely to consume FV and breakfast, and more likely to consume HSD compared with children of full‐time employed fathers. Children of nonemployed mothers were more likely to consume HFF, whilst those of nonemployed fathers were more likely to consume HSD and less likely to consume breakfast compared with other children. Amongst less‐educated parents, children of unemployed and part‐time employed parents were more likely to consume HFF and HSD and less likely to consume FV and breakfast compared with children of full‐time employed parents. Amongst highly educated parents, children of unemployed and part‐time employed mothers were less likely to consume HSD compared with children of full‐time employed mothers. Children of part‐time employed mothers who used family day care, day care centres and grandparent care were less likely to consume HSD and more likely to consume breakfast compared with children of full‐time employed mothers. Children of part‐time employed fathers and unemployed parents who used day care centres and grandparent care were less likely to consume FV and more likely to consume HFF compared with children of full‐time employed parents. Future studies should pursue a better understanding of the mechanisms for the adverse effects of parental work status on dietary consumption to develop and enhance specific interventions targeting these groups.     

Application of extended theory of planned behavior model to ecological behavior intentions in the food and beverage service industry

ABSTRACT

This study examined the relationships between environmental concern, the three main constructs of theory of planned behavior (TPB), two extended constructs (psychological ownership of the company and sense of responsibility) and employee behavioral intention to implement environmental measures. A questionnaire designed for restaurant employees was used to measure identified indicators. Structural equation modeling was chosen for hypothesis testing. Our results indicated that the three TPB constructs and one psychological trait (sense of responsibility) mediated the relationship between environmental concern and behavioral intention. Employee psychological ownership of a company was verified to exert a positive effect on employee behavioral intention. However, the findings cannot be applied to F&B settings in general since the study was restricted to Chinese restaurants identified.