Comparing the temporal stability of behavioural expectation and behavioural intention in the prediction of consumers pro-environmental behaviour

Pro-environmental behaviour is a salient concern in contemporary society. However, consumers often overstate their intention to purchase pro-environment products. Prior research has focused on intentions as a predictor of actual behaviour. This study directly compares two distinct predictors of behaviour, behavioural expectation (BE) and behavioural intention (BI), to explain whether differences in the way in which consumers’ mental judgments are measured act as a barrier to understanding pro-environmental behaviour change. Findings confirm that BE has a higher temporal stability than BI, potentially accounting for the greater predictive ability of the former. One key reason for this finding is that subjects may overestimate their likelihood to act when responding to BI questions. Thus, this paper confirms that BE has a higher temporal stability than BI, and therefore, superior predictive ability. TRA/TPB researchers in particular should consider BE ahead of BI as an immediate predictor of pro-environmental and other behaviours.     

Revenge buying after the lockdown: Based on the SOR framework and TPB model

With the end of the pandemic and the lifting of the lockdown, the consumer market experienced revenge buying. The purpose of this study is to investigate the causes of revenge buying using the stimulus–organ–response (SOR) framework and the theory of planned behavior (TPB) model. Structural equation modeling was used to analyze data collected from 350 residents of Shanghai, China, after the city’s lockdown was lifted. The findings imply that perceived scarcity, perceived susceptibility, and social influence regarding the lockdown can stimulate individuals’ anxiety, inducing behavioral intentions and ultimately leading to revenge buying consumer behavior. Theoretically, this study provides a novel explanation of revenge buying behavior. Additionally, conclusions offer ramifications for management and implementation strategies for dealing with revenge buying after sudden disasters.     

基于TPB模型的大学生创业意愿影响因素研究

基于TPB模型对大学生创业意愿的影响因素进行的实证研究认为,主观规范、创业态度、感知行为控制力是大学生创业意愿形成的影响因素,且创业态度最为关键。分析各影响因素的动力因子得出,提高大学生创业意愿关键在于发展创业教育,培育创业氛围,改善创业条件。     

家庭节水行为响应机制研究：道家价值观视阈下的TPB拓展模型

在中国传统文化价值观中,道家文化价值观的绿色生态、自然简约意蕴最为突出。那么,道家价值观是否能推进家庭节水行为响应,这是一个既传统又现代、既基础又前沿的话题。基于杭州685名居民家庭的现场调研数据,利用AMOS 22.0构建基于协方差的结构方程模型,分析道家价值观视阈下的家庭节水行为及其响应机制。结果发现,道家价值观视阈下的TPB拓展模型可以有效地描绘家庭节水行为的响应机制;在TPB拓展模型的三因素中,整体上态度（包括价值认知、积极情感和消极情感三维度）的影响作用最大,其次为感知行为控制,主观规范的影响作用最小;道家价值观可以有效激发节水态度三维度,从而对家庭节水行为响应发挥着基础性作用。研究结论为政策制定者运用非价格工具推动家庭节水行为响应提供了重要管理启示。     

基于TPB模型的高职学生创业意向及其影响因素研究——以上海两所高职院校为例

基于上海市2所高职院校的639份有效问卷进行实证分析,通过构建计划行为理论(TPB)模型,结合个体创业意向量表(IEIS),重点研究创业态度、创业自我效能、创业主观规范以及创业教育等四维度对创业意向的影响。结果显示：各维度与创业意向间均呈显著性正相关关系,创业态度、创业自我效能、创业主观规范在创业教育对创业意向的影响中起显著中介效应;学校支持作为最重要的外部资源,需在创业机会识别、团队管理能力以及创业价值观上加强对学生的教育和引导;家族或自身有创业相关经历和资源将对创业意向产生显著性促进作用;重点关注中高职贯通班、大三学生和男生等特定群体,深挖其已有的创业项目和创业需求,通过打造典型创业案例,提升总体创业意向。     

Exploring the online buying behavior of specialty food shoppers

Food producers are experiencing a fast-growing need to use the Internet to enhance competitive advantage. Past researchers have urged the need to understand market segmentation mechanisms as applied to different consumer behavior models to better understand the online buying behavior of consumers. This study integrates the Theory of Planned Behavior and food-related lifestyle to explore consumer's characteristics of online specialty food buying behavior, and the differences in the online buying process among consumers with different FRL. 569 undergraduate students who purchased specialty food online were surveyed. Findings indicated that consumers have positive attitudes toward purchasing specialty food online; more are inclined to heed the suggestions of others, perceive higher levels of control when using a website, and experienced a higher intention to purchase online. The study then classified consumers into ‘traditionalists’ or ‘adventurous and healthy-conscious’ groups based on their FRL via a two-step cluster analysis. These two groups of consumers had significant differences in terms of (a) attitudes toward online specialty food buying, (b) subjective norms, (c) perceived control, (d) behavioral intention, (e) demographics and (f) online specialty food-buying behavior. This investigation explored whether there is a correlation between consumer FRL and online specialty food-buying behavior. Findings reveal relevant ways for managers to enhance their website marketing strategies.     

生态认知对农户退耕还林行为的影响——基于计划行为理论与多群组结构方程模型

研究目的:基于计划行为理论构建了生态认知对农户退耕还林行为影响的理论模型,以黄土高原退耕还林区为例,分析农户生态认知对其退耕还林行为的影响,为政府完善退耕还林政策提供依据。研究方法:利用412份农户调查数据和结构方程模型进行研究。研究结果:表征农户生态认知的行为态度、主观规范和感知行为控制三个维度均对农户退耕还林行为有显著的正向影响。其中,主观规范和感知行为控制也会通过行为态度的中介作用对农户退耕还林行为有显著的正向影响。农户生态认知三个维度对其退耕还林行为的综合影响路径系数从大到小依次为感知行为控制(0.354)行为态度(0.342)主观规范(0.252)。另外,农户退耕还林意愿对生态认知与退耕还林行为之间的关系存在调节作用。与有支付意愿的农户相比,无支付意愿农户生态认知对其退耕还林行为正向影响的综合路径系数明显较高。研究结论:政府应该通过加大外部宣传和改善内部环境等途径提高农户的生态认知程度,进而不断提高农户参与新一轮退耕还林的意愿和规范农户退耕护还林行为。     

The impacts of perceived moral obligation and sustainability self‐identity on sustainability development: A theory of planned behavior purchase intention model of sustainability‐labeled coffee and the moderating effect of climate change skepticism

This study sought to elucidate the antecedents that may influence the effect of people's purchase behavior on the Earth's sustainable development. It included people's perceived moral obligation and sustainability self‐identity in the theory of planned behavior (TPB) model to investigate attitudes among the Taiwanese public's attitude toward purchasing sustainability‐labeled coffee and their purchase intentions. The moderating effect of climate change skepticism is also considered in this study. A total of 745 nationwide and self‐reported questionnaire valid data was collected in Taiwan. Hierarchical and moderated regression analysis results indicated that the components of the TPB model had positive influences on the public's purchase intention. The public's perceived moral obligation and sustainability self‐identity, proposed for inclusion in the TPB model, had significant and positive influences on purchase intention. The extended TPB model has higher explanatory power than that of the original model. The positive relationship between sustainability self‐identity and intention to purchase sustainability‐labeled coffee was moderated by climate change skepticism. This study provides marketers and the players in the supply chain with a comprehensive framework for understanding the influence of perceived moral obligation and sustainability self‐identity on purchase intention toward sustainability‐labeled products. In addition, this study responds to a call for a more thorough investigation of the effect of people's skepticism about climate change in the context of ethical and sustainable consumption decision‐making processes.     

Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values

This study investigates determinants of sustainable food consumer behaviour in Belgium. To gain a better insight in sustainable consumption, a study was conducted in which attitudes and behaviour as well as the role of individual characteristics like confidence and values related to sustainable products are analyzed. The focus of the analysis is on exploring the influence of determinants as hypothesised by the theory of planned behaviour (TPB) - attitudes, perceived behavioural control, social norms - on sustainable consumption intention in general, and specifically depending on consumer's perceived confidence and personal values. The empirical research builds on a survey with a sample of 456 young adults using a questionnaire and showing an advertisement for hypothetical sustainable dairy products. Stepwise multiple regression models showed that 50% of the variance in intention to consume sustainable dairy was explained by the combination of personal attitudes, perceived social influences, perceived consumer effectiveness and perceived availability. In addition, different levels of confidence and value orientation yield different strengths of the determinants. The findings yield public policy and marketing recommendations for stimulating sustainable food consumption among young adults.