The purpose of this article is to analyse the specific role of two types of subjective norms in forming the intention to purchase green food. Based on the outcomes of a questionnaire completed by a sample of 411 household primary shoppers from a transitional country in the Southeast Europe region, we developed three models that depict the predictive power of attitudes, perceived behavioural control and subjective norms, and confirmed a significant positive relationship between green food purchasing intention and all three antecedents. Furthermore, regression analysis revealed two important theoretical insights: (1) descriptive norms represent statistically significant predictors of green food purchase behaviour; and (2) incorporating both social and descriptive norms increases the variance explained in intention. The latter also empirically proves that the meaning behind the two variables (social and descriptive norms) is different. These results contribute to the strengthening of the theory of planned behaviour in the part which has so far been referred to as the weakest link.

Purpose -This research aims to investigate the behavior of consumers towards the implementation of mobile payment services, factors that can aff ect their attitudes towards this behavior, and how these attitudes transform into intentions.Methodology -A survey instrument was developed using items developed in similar studies. In total, 335 usable responses were used to do a series of statistical tests aimed at confi rming the reliability and validity of the instrument. Hypotheses were tested using structural equation modeling.Findings and Implications -Our results showed that perceived compatibility, perceived usefulness, and subjective norm are signifi cant predictors of consumer attitude towards the use of mobile payment services, whereas the impact of perceived security and perceived ease on attitude is insignifi cant. Finally, attitude towards mobile payment services have a signifi cant impact on intention to use mobile payment services. This research contributes to the development of the technology acceptance model (TAM) in general, as well as in the context of mobile payment services. It tests TAM's explanatory ability and suggests new variables as model extensions. SažetakSvrha -Ovo istraživanje ima za cilj istražiti ponašanje potrošača prema implementaciji usluga mobilnoga plaća-nja, čimbenike koji mogu utjecati na stav prema tom ponašanju te kako se taj stav pretvara u namjeru ponašanja.Metodološki pristup -Mjerni je instrument oblikovan korištenjem čestica razvijenih za potrebe sličnih istraži-vanja. Ukupno je valjano ispunjeno 335 upitnika, a odgovori ispitanika podvrgnuti su nizu statističkih testova kako bi se potvrdila pouzdanost i valjanost mjernog instrumenta. Hipoteze su testirane primjenom modeliranja strukturnih jednadžbi.Rezultati i implikacije -Rezultati pokazuju da su percipirana kompatibilnost, percipirana korisnost i subjektivne norme značajne prethodnice stava prema korištenju usluga mobilnoga plaćanja. Znači, percipirana sigurnost i percipirana jednostavnost korištenja nemaju značajan utjecaj na stav o uslugama mobilnog plaćanja. Konačno, stav prema uslugama mobilnoga plaćanja ima značajan utjecaj na namjeru korištenja ovih usluga. Istraživanje doprinosi razvoju Technology acceptance model (TAM) teorije općenito i u kontekstu usluga mobilnog plaćanja. Ispituje se istraživačka sposobnost ove teorije te predlažu nove varijable kao proširenja modela. Limitations -The fact that the sample includes respondents from only one country (Pakistan) could be considered the main limitation of this study. A cross-cultural study would likely lead to important knowledge since cultural context has proved to be important in previous research on intentions. Also, the sample used here comprises mostly young and educated people.Originality -The present research study empirically tests the signifi cance of newly suggested TAM extensions (subjective norm and perceived security) and provides a complete and tested measurement instrument as a basis for future research.Keywords -intention to use mobile pay...

Purpose The purpose of this paper is to examine the direction and strength of the influence of inherent factors of the theory of planned behaviour (TPB) and to extend a model with the variable “uniqueness-seeking lifestyle” to better explain the variance in the intention to purchase organic food and the referent actual behaviour. Design/methodology/approach The authors empirically investigated what drives consumers to purchase organic food using structural equation modelling in AMOS. The research was based on an in-person survey carried out on a convenient sample of 411 primary household shoppers in Croatia. Findings The study was able to capture not only the influence of inherent factors in TPB and the extension variable (all proposed constructs were shown to have a significant positive influence on intention, and intention had a significant positive influence on actual behaviour), but also the indirect and mediation effects of the variables within the model, which explain 87 per cent of the variance in intention and 21 per cent of the variance in actual behaviour. Originality/value This study provides empirical evidence of the role that desired uniqueness plays in a situation involving the purchase of organic food and responds to the requests of many researchers to investigate beyond intention and to try to identify what influences actual behaviour. This study proposes a new way of measuring actual purchases by asking a respondent to consider their actual purchase in different product categories. Furthermore, this research proposes measuring intention as a latent variable that consists of the variable “willingness to pay more” as well as the “commitment” to the decision regardless of any perceived obstacles.

The objective of this study is to analyse the impact of brand perception on repurchase intention in the case of online apparel shopping in Pakistan. This study is based on a more holistic approach than previous studies, incorporating multiple theories and concepts of brand perception in order to capture the complexity of influences and to explain repurchase intention as a dependent variable. The theoretical framework of the study was developed on the basis of schema theory, image-congruence theory, commitment-trust theory and on the basis of earlier empirical findings. The study investigates brand experience, brand image-congruence, brand affect, and brand trust as influencing variables on repurchase intention. In total, 396 responses were gathered from online consumers of Karachi, Pakistan, using a non-probability convenience sampling. Exploratory factor analysis (EFA) and Structural Equation Modeling (SEM) were employed as data analysis techniques using SPSS 22 and AMOS 22 respectively. The results of the study showed significant positive influences of all the proposed constructs on repurchase intention except for the brand experience.

Purpose -This study examined the influence of convenience, design, trustworthiness, price, and various food choices on the perceived value of food delivery applications. Furthermore, it investigated the role of perceived value and service recovery in the formation of attitudes and consumers' continuous intention to use food delivery apps.Theoretical framework -The study used prior literature to develop a conceptual model of continuous intention to use food delivery apps. Moreover, the study further expands the model by considering the element of service recovery.Design/methodology/approach -The data were collected from users of food delivery apps that have previously faced some service failure issues. Using a sample of 380 respondents, the PLS-SEM technique was applied to test the hypotheses.Findings -The results showed that attitude and perceived value have a positive impact on continuous intention to use food delivery apps, whereas service recovery does not affect continuous intention to use them. However, both service recovery and perceived value have a positive impact on consumers' attitudes towards food delivery apps. The results also revealed that all of the quality attributes of food delivery apps considered in the study positively affect the value perceived by the consumer. Practical & social implications of research -The findings of the study are beneficial for the food delivery businesses in terms of designing appropriate strategies aimed at developing consumers' continuous intention to use food applications. It also contributes to the theory development by further complementing the framework with the service recovery factor.Originality/value -This is the first study to bring "service recovery" into the limelight in the context of food delivery apps. Moreover, it is the first study to establish a set of food delivery app quality attributes in a developing economy to determine perceived value, attitudes, and continuous intention to use such apps.