Do psychological factors affect green food and beverage behaviour? An application of the theory of planned behaviour

Abstract

Purpose The purpose of this paper is to first integrate incorporated commitment, self-identity, and moral responsibility with the theory of planned behaviour (TPB) to predict the green food and beverage (GFB) behaviours in protecting food environment. Moreover, this study also identified the key influential factors of green behaviours and analysed the mediation effects of commitment in this extended TPB model. Design/methodology/approach The structural equation modelling based on 793 college students was used to verified the goodness-of-fit and direct effects of the extended TPB model of GFBs, and bootstrap method was also used to examine the indirect effects. Findings The results of this study revealed commitment, perceived behavioural control (PBC), and perceived knowledge of GFBs were the most influential factors of GFBs. Furthermore, this study also verify that PBC influences civic behaviour pertaining to GFBs, and commitment mediated the effects of subjective social norms between PBC and GFBs. Originality/value This study provided value for GFBs that prompting people to exhibit civic behaviour pertaining and commitment to GFBs as well as ensuring environmentally sustainable development of GFBs.

Exploring Influential Factors Including COVID-19 on Green Food Purchase Intentions and the Intention–Behaviour Gap: A Qualitative Study among Consumers in a Chinese Context

“…Even if food consumption is a personal choice, social influence still plays a salient role in consumption patterns, especially in a Chinese context with typical collectivistic characteristics [ 16 , 18 , 55 ]. Some studies revealed that green purchase intention behaviour is associated with social norms and values, social groups, and cultural influences [ 18 , 56 ]. Consumers follow social norms to receive social acceptance in their groups and to avoid losses from mistaken decisions.…”

“…Consumers follow social norms to receive social acceptance in their groups and to avoid losses from mistaken decisions. Gaining status is an important reason for choosing green or high-quality products [ 18 , 57 ]. This study retrieved statements from participants from the perspective of social influence.…”

“…Consumers’ confidence is largely determined by their beliefs about the trustworthiness of food chain actors [ 65 ]. Specifically, some consumers do not trust the process of producing, manufacturing, labelling, and certification of green food products [ 18 , 66 , 67 ]. Mistrust issues are identified as one of the most salient factors hindering the IBG for consumers to buy green food in the Chinese context [ 18 , 68 ].…”

“…The study from McCarthy et al [ 17 ] reported that purchasing intentions of organic food were motivated by altruistic concerns (i.e., environment and animal welfare concerns) and self-interest (i.e., personal and familial health concerns, food safety concerns). In terms of the green food consumption issue, Wang and Wang [ 18 ] and Zhu et al [ 19 ] applied the theory of planned behaviour (TPB) to study the influence mechanisms in the process of green food purchases, and the TPB constructs (i.e., attitude, subjective norm, perceived behavioural control) were found to have significant effects. Several studies have determined personal characteristic factors (e.g., gender, age, family size, education, income) that influence green food purchase behaviour [ 5 , 19 ].…”

Behavior-Based Pricing of Organic and Conventional Agricultural Products Based on Green Subsidies

“…Various factors can affect consumer preference for organic agricultural products. Such factors as price [13][14][15], consumers' environmental awareness [16][17][18], social and moral values [19], subjective norms [20,21], perceived behavioral control [20,22] and consumers' trust in organic food [14,23] are considered to be important factors leading to consumers' preference for organic products. Although organic products represent higher quality and better nutrition [24] compared to conventional products, products labeled "organic" are more likely to result in purchase intention [16,25].…”