Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase

Shin, Yeon Ho; Hançer, Murat; Song, Ji Hoon

doi:10.1080/08974438.2016.1145612

Cited by 41 publications

(51 citation statements)

References 35 publications

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“…Moreover, clients locating the luxury fashion product of their interest and matching their personality and identity will start to develop beliefs that motivate them to pay a high price (Ha & Janda, 2012). Marketers could apply campaigns that highlight the value of their brand which reflects the identity of the target market in order to create positive feelings and beliefs that will encourage customers to pay higher prices for the products (Shin et al, 2016). However, the hypothesised relationship between self-identify and behavioural intention is eliminated contrary to the results of Singh and Sanjay (2009) who discovered that when a brand personality matches an individual's identity a positive perception and attitude towards the brand product develops.…”

Section: Discussionmentioning

confidence: 99%

Investigating causes and consequences of purchase intention of luxury fashion

Salem¹,

Chaichi²

2018

10.5267/j.msl

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The purpose of this study is to examine the influences of self-identity, subjective norm and attitude on the intention to purchase luxury fashion goods. It also demonstrates how purchase intention influences on customers' intention to pay premium prices for luxury fashion goods. A theoretical model is established and assessed in this study on a sample of luxury fashion consumers in Malaysia. By means of a self-structured questionnaire, 240 valid submissions are included for data analysis with the Smart-PLS software 3.2.0. The results support all hypotheses on the correlation of self-identity, subjective norm and attitude with purchase intention and price premium, except the correlation between self-identity and purchase intention. This is the first research paper investigating self-identity as an antecedent of purchase intention, and price premium as a consequence of purchase intention. It also justifies the behavior of luxury fashion consumers with regards to luxury fashion products. Findings from this study may help marketers develop effective strategies which would yield them a competitive advantage within the luxury fashion market.

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Section: Discussionmentioning

confidence: 99%

Investigating causes and consequences of purchase intention of luxury fashion

Salem¹,

Chaichi²

2018

10.5267/j.msl

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“…The concept of self-image has been extended to self-image congruence, which is based on the idea that consumers' purchasing decisions are related to the image of the product. This means that there are coincidences between the image of the product and consumers' own image of themselves (Kressmann et al, 2006), which implies that customers who think their selfimage is congruent with the brand feel more social pressure through their reference groups (Shin et al, 2016). Likewise, self-image congruity is a predictor of an individual behavior (Haj-Salem et al, 2016) and the forming of favorable attitudes toward a product (Ibrahim and Najjar, 2008).…”

Section: Self-image Congruitymentioning

confidence: 99%

Integrating theories to predict clothing purchase on SNS

Pujadas-Hostench

Palau‐Saumell

Forgas-Coll

et al. 2019

IMDS

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Purpose The purpose of this paper is to design and test a conceptual model integrating uses and gratifications (UGT), self-image congruity (SIC), and theory of planned behavior (TPB) theories to identify the drivers that lead users to develop intentions to purchase clothing products through social networking sites (SNS). Design/methodology/approach Using an online questionnaire, data were collected from customers of clothing products who visit the SNS of their preferred clothing brands (n=1,003). Empirical results, using partial least squares regressions, were used to test the conceptual model. Findings The results supported the model and showed, as the main result, that purchase intention through the use of SNS is positively affected by intentions to use SNS and SNS use. SNS use is influenced by intentions to use SNS and by UGT. Intentions to use SNS are positively affected by UGT, attitude and perceived behavioral control (PBC). Attitude is positively influenced by UGT, SIC, PBC and subjective norm. Social implications These findings reveal that the critical elements in achieving purchase intentions in users through SNS include obtaining their participation by managing the SNS according to users’ self-image and offering useful gratifications. Originality/value This paper integrates theories of SIC, UGT and the TPB in a context of technology post-adoption to understand users’ purchase intentions through SNS. By establishing this novel theoretical integration approach, this paper furthers insight into purchase intentions through SNS.

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“…Based on surveys with large numbers of U.S. consumers using TPB as a framework for measurement and analysis, scholars suggested marketers should use impact messages or symbolic messages focused on the long-term goals consumers seek to support and achieve by buying local food (Nurse Rainbolt et al, 2012;Shin et al, 2016). Specifically, the Food Processing Center (2001), Brown (2003), and Schneider and Francis (2005) all suggested highlighting quality attributes in local food marketing would be influential to consumers; Gorham et al (2015) suggested highlighting the healthfulness of local foods would be most persuasive.…”

Section: Discussionmentioning

confidence: 99%

“…The theory of planned behavior (TPB) accounts for attitudes toward the behavior, subjective norms, and perceived behavioral control as antecedents to behavioral intent and overt behavior. Past scholars have used the theory of planned behavior model in food-related research on topics such as local foods (Nurse Rainbolt et al, 2012;Ruth & Rumble, 2016;Shin, Hancer, Song, 2016), food labeling (Lorenz, Hartmann, & Simons, 2015), and organic foods (Suh, Eves, & Lumbers, 2015;Yazdanpanah & Forouzani, 2015). An explanation of each element of the theory of planned behavior model is offered first.…”

Section: Theory Of Planned Behaviormentioning

confidence: 99%