The Purchase Intention of Organic Food in Mauritius: Extending the TPB Model

Gungaphul, Mridula; Seewoo, Yogini D.; Kasseean, Hemant K.

doi:10.31920/1750-4562/2022/v17n2a13

Cited by 7 publications

(5 citation statements)

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“…As found in other studies (Al-Swidi et al, 2014;Moons and de Pelsmacker, 2015;Zhang et al, 2018;Gungaphul et al, 2022), PBC also showed no significant relation to PI. Cavite et al (2022) also reported a similar finding in their studies of intention using the TPB model.…”

Section: Social Enterprise Productssupporting

confidence: 62%

Consumer purchase intention of social enterprise products: mediating role of emotional value

Ravi

Subramoniam²,

Vr³

et al. 2022

SEJ

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Purpose Social enterprises are organizations striving to address social issues. These enterprises sell products to be self-sustainable. Social entrepreneurial success depends on the intention of consumers to purchase social enterprise products. This study aims to assess and understand the consumer intention to buy social enterprise products. Design/methodology/approach This descriptive study integrates consumers’ emotional values with the theory of planned behaviour as a framework. The intention is to investigate the role of customer emotion in mediating the relationship between predictor and predicted variables. A mixed sampling technique is adopted to select sample units from the consumers with a consideration for regional balance. Data from 336 respondents were collected using a survey instrument administered online. Findings Structural equation modelling shows that among the three predictor variables, only attitude has a direct impact on consumer’s purchase intention, while subjective norms have an indirect impact through the mediating variable (emotional value). Behavioural control showed no effect on consumer’s purchase intention of products sold by social enterprises. Originality/value The results of this study have theoretical as well as practical implications. The success of social enterprises depends on the acceptance of their products by consumers. The social enterprise can strategize its marketing communications to strengthen the emotional values, attitudes and subjective norms of the consumers so that the market acceptance for these products can be increased.

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Section: Social Enterprise Productssupporting

confidence: 62%

Consumer purchase intention of social enterprise products: mediating role of emotional value

Ravi

Subramoniam²,

Vr³

et al. 2022

SEJ

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“…According to the previous statement, TPB is a theory that explains how consumer behavior in the intention to buy a product is influenced by subjective norms, attitude, and perceived behavior control (PBC). Furthermore, Putri & Akbari (2021) have extended TPB to include a brand image on the intention to buy batik, and Gungaphul et al (2022) found empirical evidence that brand image also influences purchase intention.…”

Section: Theory Of Planned Behaviourmentioning

confidence: 99%

Purchase Intention of Halal Lip Cosmetics on Shopee among Youth Generation: An Investigation using Theory of Planned Behavior

Hanafiah,

Laylatushufa,

Ahmad

et al. 2023

jmt

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Abstract. As the world's largest Muslim-majority country, Indonesia presents its Islamic Economic Landscape in the 2019-2024 Sharia Economic Masterplan, which features halal cosmetics as one of the six highlighted clusters. The leading research shows that Muslim women have expressed concerns regarding cosmetic product compliance with halal standards. This study aims to explore the specific purchase intentions of Indonesian Muslim young women regarding halal lip cosmetics, focusing on their preferences and behavioral intentions on a popular e-commerce platform (Shopee). This research object is Generation Z and Y Muslim women in Indonesia, totaling 210 respondents. This research employs a quantitative data analysis approach using the Smart-PLS 3.2.9 Variance-Based Structural Equation Model. All hypotheses significantly and positively affect the purchase intention of halal lip cosmetics on shopee. The findings indicate that the Theory of Planned Behavior (TPB) variables (Attitude- SubjectiveNorm- Perceived Behavioral Control) can still be applied to examine the behavioral intentions of young Indonesian Muslim women regarding the purchase of halal lip cosmetics. In addition, the extended variables of TPB (E-WOM and Brand Image) emerged as positive predictors of behavioral intention, indicating that further investigation of other variables as potential extensions of TPB is needed. Keywords: E-WOM, brand image, theory of planned behavior, purchase intention, shopee, halal lip cosmetics.

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“…Generally, subjective norms were significant predictors of intentions for more than half of reviewed studies. For example, studies across cultures reported that subjective norms significantly influenced intentions to purchase organic food (Chu et al, 2023;Gungaphul et al, 2022) and reduce food waste (Heidari et al, 2020;Ng et al, 2021;Schmidt, 2019;Yu et al, 2021). However, two Non-Western studies reported that subjective norms did not influence food waste reduction (Cos ¸kun & Filimonau, 2021;Nair, 2021).…”

Section: Subjective Normsmentioning

confidence: 99%

Sustainable food consumption across Western and non-Western cultures: a scoping review considering the theory of planned behaviour

Randall,

Cousins,

Neilson

et al. 2023

Appetite

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The Purchase Intention of Organic Food in Mauritius: Extending the TPB Model

Cited by 7 publications

References 0 publications

Consumer purchase intention of social enterprise products: mediating role of emotional value

Consumer purchase intention of social enterprise products: mediating role of emotional value

Purchase Intention of Halal Lip Cosmetics on Shopee among Youth Generation: An Investigation using Theory of Planned Behavior

Sustainable food consumption across Western and non-Western cultures: a scoping review considering the theory of planned behaviour

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