The influence of skepticism on the university Millennials’ organic food product purchase intention

Abstract

Purpose This study extends the Theory of Planned Behavior (TPB) and analyzes the influence of skepticism (SKP) on the purchase intention (PI) of organic products, through the mediation of subjective norms (SN) and planned behavior control.Design/methodology/approach This was a quantitative, correlational and cross-sectional study. The study population comprised 446 university Millennials from Ecuador. Results were processed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM).Findings The study showed that SKP does not directly influence the PI. However, if it does so through the mediating effect of SN and perceived behavior control (PBC). Also, the study found that attitudes (ATTs), SN and PBC influence the PI of organic products in university Millennials.Originality/value The study used TPB constructs and identified the influence of SKP on the intention to buy organic products in Ecuadorian university Millennials.

Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness—Case Study of Ecuador

“…In other words, GAD remains a pivotal marketing element that promotes the consumption of environmentally protective products [42]. This finding corroborates substantial evidence of the direct impact of this marketing strategy on environmentally conscious purchasing behavior [43,50,55,63] and supports the conclusions of other research highlighting the significant role of GAD in influencing GPB [40,44,48,56,64]. It also addresses the skepticism of researchers who continue to question the role of GAD within organic purchasing behavior [46][47][48]53].…”

“…Similarly, Hypothesis H4 is accepted, confirming that GAD influences the EAW of millennials who frequently consume organic products. This substantiates that GAD effectively disseminates an ecological image of products and, through brand positioning, boosts consumer awareness [63,64]. It supports the notion that GAD heightens consumer consciousness and stimulates their environmental awareness, thus encouraging the purchase of organic products [48,50].…”

Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness. Case Study of Ecuador

“…Similarly, H4 is accepted, determining that the GAD influences the EAW of millennials who consume organic products. Corroborating in this way that the GAD fulfils the function of disseminating an ecological image of the products and through brand positioning, stimulates consumer awareness [64,65]. This supports the finding that the GAD raises consumer awareness and stimulates their environmental awareness to encourage them to purchase organic products [48,50].…”

“…This verifies the considerable evidence of the direct influence of this marketing strategy on environmentally aligned purchasing behavior [43,50,55,64], thus supporting the findings of other research that has determined the influential power of green advertising. on green purchasing behavior [40,44,48,56,65] and contradictory researchers who still question the role of GAD within organic purchasing behavior [46][47][48]53].…”

Salud mental de los servidores de la salud en tiempos de pandemia

“…El cuestionario estuvo conformado por 21 preguntas que fueron tomadas de la escala del DASS 21 propuesta por Lovibond y Lovibond (1995), debido a que este instrumento ha sido ampliamente usado dentro del ámbito científico, por lo que no se desarrolló validación de panel de expertos. Para medir la consistencia interna de las preguntas de la dimensión en estudio se utilizó el test estadístico alfa de Cronbach (12)(13)(14) , cuyo resultado fue 0,879.…”