Year: 2009
Type: dissertation
Study design: Observational Study
Abstract: This study investigated the applicability of the Theory of Planned Behavior in predicting\nwomen consumers on their intention towards purchasing green food products\namong 406 participants. Using linear regression, five independent variables\nhad been examined: attitude towards green food products, subjective norms, perceived\nbehavioral control, and perceived difficulty in predicting purchase intention.\nThe results reveal further evidence of consistency between Attitude, Subjective\nNorm, Perceived Behavioral Control and Perceived Difficulty as presented in\nTheory of Planned Behavior. Despite the supporting evidence for the original Theory\nof Planned Behavior, Environmental Knowledge, additionally, has been found\nto be the immediate predictor of Purchase Intention. It also has been demonstrated\nthat among the predictors, Subjective Norm was found to be the most considerably\nfactor in predicting purchase intention.\nKeywords: Theory of Reasoned Action; Theory of Planned Behavior; Green Marketing;\nConsumer Behavior; Indonesia
Author: Sudiyanti Sudiyanti
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2469631394