Impacts of household norms and trust on organic food purchase behavior under adapted theory of planned behavior

IF 2.4 Q2 AGRICULTURAL ECONOMICS & POLICY
Tam To Nguyen, Huong Quoc Dang, Tuan Le-Anh
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引用次数: 2

Abstract

PurposeThis paper proposed an adaptation of the theory of planned behavior (TPB) model to study the factors influencing organic food purchase behavior in an emerging market. This research introduced household norms as an important factor that reflected the influence of household activities and family pressure on individuals to perform organic food purchase behaviors. The role of trust in organic food as a direct and a moderating factor was examined in the proposed framework as well.Design/methodology/approachThe study proposed a model with 10 hypotheses from the literature review. The hypotheses were tested using data collected from 407 organic food customers in Hanoi, Vietnam. The partial least squares structural equation modeling (PLS-SEM) approach was used for analysis.FindingsThe results indicated that household norms played an important role influencing purchase intention and behavior. This research also showed that trust in organic food directly affected purchase intention and played a moderating role on the attitude towards organic food and purchase intention relationship. However, trust in organic food did not show moderating effects on other relationships in the model.Research limitations/implicationsMore context-specific reasons may be incorporated into the research model to better explain consumer purchase behaviors.Originality/valueThe role of household norms and its impact under TPB has not been investigated for organic food purchase behaviors, particularly in emerging markets.
计划行为适应理论下家庭规范和信任对有机食品购买行为的影响
目的本文提出了一种适应计划行为理论(TPB)模型的方法来研究新兴市场中影响有机食品购买行为的因素。本研究引入家庭规范作为一个重要因素,反映了家庭活动和家庭压力对个体进行有机食品购买行为的影响。在拟议的框架中,还审查了信任作为一个直接和调节因素在有机食品中的作用。设计/方法论/方法该研究提出了一个模型,其中包含文献综述中的10个假设。这些假设是使用从越南河内407名有机食品消费者那里收集的数据进行检验的。采用偏最小二乘结构方程建模(PLS-SEM)方法进行分析。结果表明,家庭规范在影响购买意愿和行为方面发挥了重要作用。本研究还表明,对有机食品的信任直接影响购买意愿,并对有机食品态度和购买意愿关系起到调节作用。然而,在模型中,对有机食品的信任并没有对其他关系产生调节作用。研究局限性/含义可以将更多特定于情境的原因纳入研究模型,以更好地解释消费者的购买行为。独创性/价值家庭规范的作用及其在TPB下的影响尚未针对有机食品购买行为进行调查,尤其是在新兴市场。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
37.50%
发文量
58
期刊介绍: The Journal of Agribusiness in Developing and Emerging Economies publishes double-blind peer-reviewed research on issues relevant to agriculture and food value chain in emerging economies in Asia, Africa, Latin America and Eastern Europe. The journal welcomes original research, particularly empirical/applied, quantitative and qualitative work on topics pertaining to policies, processes, and practices in the agribusiness arena in emerging economies to inform researchers, practitioners and policy makers
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