Factors affecting consumers’ intention towards purchasing halal food in South Africa: a structural equation modelling

This research study highlighted the factors that influence the intention of consumers to buy halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-South African consumers’ purchase intention. Non-South Africans are foreign people who reside in South Africa including immigrants, workers, and students. Through utilising the theory of planned behaviour, this study aims to determine the attitudes, subjective norms, perceived behaviour control, and awareness of non-South African towards purchasing halal food products. This also attempts to identify the strongest factor that influences the purchasing intention of halal food by non-South African consumers. The sample of the study consisted of 230 non-South African consumers in Cape Town. Data were collected through self-administered questionnaires. Structural equation modelling (SEM) was used to identify the structural relationships among the constructs identified and to test the study hypotheses. The findings of this study indicate that there is a significant relationship between awareness and buying behaviour. Interestingly it found that only the attitude dimension of TPB had a significant relationship with purchase intention, whereas subjective norms and perceived behavioural control did not show a significant relationship with the consumer intention variable.     

Organic consumerism: A comparison between India and the USA

This study is an investigation of consumer perceptions relating to organic food products based on the factors of the theory of planned behaviour and protection motivation theory with consideration of the variances in culture and economic conditions in two different countries viz. India and the USA. The study also examines how these factors affect consumers purchase intention of organic food in developing (India) and developed (USA) countries. Results of multi-group moderation and multi-group moderated mediation analysis with the data collected from India (n = 714) and the United States (n = 656) using an Amazon Mechanical Turk (MTurk) show the existence of significant difference in the proposed relationships viz. Responsive efficacy → Attitude, Responsive efficacy →Purchase intention, Responsive efficacy → Perceived behvioural control, Attitude → Purchase intention, and Perceived behvioural control → Attitude with respect to the country type (i.e. India and USA). Further, attitude and perceived behavioural control perfectly act as mediators for both the country samples. Outcomes of this study recommend for marketers and promoters of organic food products to consider the consumer culture and settings behind the landscape they live in.     

Unveiling ways to reach organic purchase: Green perceived value,perceived knowledge,attitude, subjective norm,and trust

This paper aims to investigate organic food consumption based on the perspectives of an extended research model by integrating the theory of consumption value (TCV) and the theory of reasoned action (TRA). First, we tried to find out how five consumption values of functional, social, emotional, conditional, and epistemic in classic TCV influence consumption choice especially in the sustainable consumption domain of organic food, interpreted as green perceived value (GPV) in the reflective-reflective second-order latent. Second, as an attempt to extend the classic TRA, this study included trust and perceived knowledge in the research model in addition to the subjective norm, attitude, and behavioral intention. A partial least square structural equation method (PLS-SEM) was adopted to examine our research model with 251 samples. Our results revealed that GPV significantly affects consumer attitudes. Consumer attitudes and subjective norms also have a significantly positive effect on purchase intention. As an extended TRA, GPV has a significantly positive effect on trust while trust significantly impacts purchase intention. Further, perceived knowledge positively influences attitude and trust. By jointly considering TCV and TRA, this study proposes several implications emphasizing how GPV and perceived knowledge affects consumers’ organic food consumption choice based on the role of increased trust.     

Applying an extended theory of planned behavior to examine state-branded food product purchase behavior: The moderating effect of gender

ABSTRACT

The purpose of this study was to use an extended model of the theory of planned behavior to investigate the antecedents which lead to consumers’ purchase of state-branded food products. Relationships among attitude, subjective norm, perceived behavioral control, health-consciousness, intention to purchase, and actual purchase were examined. In addition, the moderating role of gender on consumer purchasing was assessed. The hypothetical model was empirically tested using data collected via Amazon Mechanical Turk (Mturk). Results implicated that consumers’ attitude, subjective norm, and perceived behavioral control of purchasing state-branded products significantly predicted their intention to purchase, and consumers’ intention to purchase significantly predicted their actual purchase of state-branded products. The relationship between health-consciousness and intention to purchase, however, was not found. Gender differences were found only between consumers’ perceived behavioral control of state-branded purchasing and their intention to purchase. Implications for marketers, farmers, and restaurant owners are provided.     

Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study

Rapidly increasing demand for eco-friendly products is an example of responsible purchasing intention of customers. That responsible behaviour forces businesses not only to understand their responsible purchase intention, but also helps them to sustainability in the market for the long term. In this regard, very little discussion is available in current literature, especially in the context of apparel product consumption. Therefore, to contribute to literature in this field, this work aims to build a predictive sustainable model through an empirical study to examine the relationships among different factors such as attitude, social norms, perceived behaviour control, environmental consciousness, willingness to pay (WTP) premium and consumer purchase intention for environmentally friendly apparels. The data of two hundred and thirty-two respondents were analysed by structural equation modelling (SEM). With the help of the findings, it can be concluded that Indian consumers are aware of green apparels, have a positive attitude to them and show a responsible purchase intention to protect the environment. This is in contrast to the old saying that Indians are price sensitive given the emergence of higher WTP premiums for green apparel products. Other factors such as subjective norms, perceived behaviour control and environmental consciousness are also positively affecting consumer purchase intention. From the study findings, retail managers can benefit through more focused strategies for environmental protection to make a reduction in apparel material while educating their consumers about green apparel.     

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.     

Antecedents to purchase intentions for Hispanic consumers: a ‘local’ perspective

The current study explores consumer attributes such as attitudes, subjective norms, connectedness, and price consciousness and their relationship with purchase intentions of Hispanic shoppers within the locally produced food category. Four hypothesized direct-path relationships and one moderation effect across the four proposed paths were tested via a two-step process in structural equations modeling. Results of measurement model testing suggested that a five-factor model fits well for the Hispanic group. Within the structural model process, a significant positive relationship was found between two proposed paths: consumer attitudes with intention to purchase and price consciousness with intention to purchase. A moderation effect of perceived product availability was found only for the path of price consciousness with intention to purchase. These results suggest that factors such as subject norms and connectedness, often associated with the local food category, may not be important drivers for purchase intentions for the Hispanic food shopper in retail grocery channels. However, other factors relating to attitudes, price consciousness, and product availability may be more salient. From this exploration, implications for marketers are provided and future research directions suggested.     

Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check

The objective of this study was to examine affecting factors that influence Indian consumers׳ attitude toward retailers and purchase intention from the retailers. A questionnaire was used to collect data using systematic sampling from department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Structural equation modelling (n=355) was used to examine the impact of affecting factors on consumers׳ attitude toward retailers and the impact of consumers׳ attitude toward retailers on purchase intention. Results indicated that the factors namely self-congruity, retailer awareness, retailer associations and retailer perceived quality have significant positive impacts on consumer׳s attitude toward retailers. The results also indicated that consumers׳ attitude toward retailers positively influences purchase intention. Arguably, this paper was the first to explore such linkages between the affecting factors that influence consumers׳ attitude toward retailers and purchase intention in Indian context.     

How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness

This research empirically tests the combined effect of anticipated pride, anticipated guilt, and environmental consciousness in parallel to the Theory of Planned Behavior's main components on green purchase intention. For the first time, it also explores the interaction of environmental consciousness, anticipated pride, anticipated guilt, and attitude, respectively, on green purchase intention. Analysis of 304 responses collected from consumers in the United Arab Emirates revealed that environmental consciousness, attitude towards green products, anticipated pride, and anticipated guilt positively influence the intention to purchase green products, but not perceived behavioral control and subjective norms. Interestingly, anticipated pride increases green purchase intention under low level of environmental consciousness, while anticipated guilt decreases purchase intention. In contrast, anticipated guilt positively influences green purchase intention under high environmental consciousness, while anticipated pride does not. This study extends current knowledge related to green purchase behavior and provides a nuanced understanding of the influence of anticipated emotions. It also provides practical implications for marketers in the Middle East to formulate effective strategies to stimulate green products consumption.     

Billion Dollar Baby: Local Foods and U.S. Grocery

This study reviews consumer purchasing of locally produced foods in retail grocery stores. A U.S. sample of 590 consumers was drawn via an online survey, with structural equation modeling used to assess hypothesized relationships of attitude, subjective norms, perceived behavioral control, intention to purchase, extent of purchase, and the moderating effects of shopping channel type. Results from structural model testing suggested that all hypothesized relationships except that of purchase intention and extent of purchase were found to be significant, with group differences existing between supercenters/warehouses and farmers’ market shopping channels. Implications and future research directions are provided.     

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.     

Applying the Institutional Theory at the Level of Halal Consumers: The Case of Cape Town in South Africa

The institutional theory, especially at an individual level, has not been conducted on halal consumers in South Africa. The purpose of this study was to evaluate the degree to which halal consumers who have higher institutional pressures are more expected to purchase halal food products. This study draws upon institutional theory to present empirical evidence that institutional factors may show a significant effect on halal consumer’s purchase intention and buying behavior toward purchasing halal food products. A sample of 298 halal consumers in South Africa was selected. Data samples were collected via self-administrated questionnaires. Structural equation modeling (SEM) was used to test study hypotheses. The study showed that all institutional factors have a direct effect on halal consumer’s intention and indirect effect on buying behavior. Based on the results, normative pressures had a high significant effect among institutional pressures, followed by other factors such as mimetic and coercive pressures, respectively. This study is first of the uncommon studies examining halal consumers’ purchase intention and buying behavior in a non-Muslim country, employing the institutional theory in the context of halal food consumption.     

Health and cosmetics: Investigating consumers’ values for buying organic personal care products

In investigating consumers’ intentions to re-purchase organic personal care products (PCP), this study extends the theory of planned behaviour by including perceived value dimensions as the antecedents of attitude in the model. The findings revealed that most of the hypothesised relationships linking the consumer perceived value constructs (namely, health, safety, hedonic and environmental) with attitude towards the rebuying of organic PCP, were supported. Also, better product knowledge about organic PCP would lead to more positive attitudes towards re-purchasing the product. In contrast, social value was not important in predicting attitude. Similarly, the influence of subjective norm on rebuying intention was not supported. In terms of ranking of importance with regards to prediction of re-purchasing intention, attitude was the most important predictor followed by perceived behavioural control, product knowledge, hedonic value, environmental value and safety value.     

“Showrooming” in Consumer Electronics Retailing: An Empirical Study

The present study focuses on multichannel retailing strategies and describes the state of consumer behavior regarding “showrooming” (the practice of examining merchandise or products in a retail store and then buying it online). Founded on the theory of planned behavior (TPB), the authors examine the antecedents of showrooming using data collected from a sample of 176 retail consumers. Based on their results, they define perceived control, website compatibility, and subjective norms as the main antecedents of consumer attitudes toward online purchases. Additionally, they state that previous experience and reasons against purchasing online are directly associated with consumers’ intention to purchase on the retailer’s website. Finally, some theoretical conclusions and practical implications for retailers are discussed.     

Structural Equation Modeling of Consumer Purchase Intention Toward Synthetic Functional Foods

Functional foods are gaining greater popularity around the world. They are not just a new category of food products marketed for their health benefits, but their competitive market has made consumers become more favorable toward firms that are involved in this industry. The public is increasingly concerned about health and food-related risks. They tend to make decisions on food consumption, food storage, and food preparation on a more ideal perspective based on health and safety. Therefore, the objective of this study is to determine the factors and intention of Malaysian consumers to purchase synthetic functional foods. Structural equation modeling is used to accomplish the objectives of this study with the feedback received from the 2,004 households who were interviewed through a structural questionnaire. The results show that the most influential factors influencing consumer purchasing intention toward synthetic functional foods are perceived benefits followed by attitude and subjective norms.     

“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.     

The influence of product and personal attributes on organic food marketing

The study adapts the theory of planned behaviour and proposes organic food-related attributes that constitute perceived behavioural control and individual attributes influence quality assessment and purchase intention. The study analyses these relationships separately for individuals who have purchased organic food and those who have not. Data were collected in two stages and conducted in both online and face-to-face formats. The findings show that surface food attributes in general have no significant influences on either quality assessment or purchase intention for both groups of consumers; whereas the attributes that are reflective of food safety and environment issues do. The latter explain additional variance in both quality assessment and purchase intention. Consumers’ purchase styles have significant moderation effects on product quality assessment and purchase intention in both groups. Implications are provided for researchers and practitioners to conclude the paper.     

Examining the role of receptivity to green communication,altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach

The current study aims to examine the impact of receptivity to green communication, altruism and openness to change on young consumers' purchase intention towards green apparel in India. Using a two stage approach, the research model is assessed with data collected through an online survey from a sample of 549 young consumers. In the first step, structural equation modeling (SEM) is used to determine the linear relationship among factors in the theoretical model. In the second step, artificial neural network (ANN) analysis is used to determine the predictive accuracy of the significant factors obtained from the SEM. The results from the SEM analysis reveal that receptivity to green communication, altruism and openness to change, along with the three predictors of the theory of planned behavior (TPB) significantly affect consumers’ purchase intention towards green apparel. Further, there is an indirect effect of altruism and openness to change on purchase intention through attitude supporting the value-attitude-behavior cognitive hierarchy (VABH). Besides, perceived behavioral control is found to mediate the impact of openness to change on intention to purchase green apparel. The root mean square of error (RMSE) values obtained from the ANN analysis suggest that the models show good predictive accuracy. The study contributes to the existing literature by confirming the applicability of the TPB and the VABH as well as suggesting a robust predictive framework by using ANN for green apparel purchase intention.