The role of subjective norms in theory of planned behavior in the context of organic food consumption

Abstract

Purpose – The purpose of this paper is to investigate the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms on attitude, perceived behavioral control and buying intention in context of buying organic food. Design/methodology/approach – Structured questionnaires were randomly distributed among academic staffs and students of two universities in southern Punjab, Pakistan. Structural equation modeling was employed to test the proposed model fit. Findings – Results of the study showed that subjective norms significantly moderate the relationship between attitudes and buying intention as well as between perceived behavior control and buying intention. Furthermore, subjective norms significantly influence attitude toward buying intention. Practical implications – The paper provides useful insights for the academics and marketers. Academics may further explore the role of subjective norms in order to have a better understanding of their effects on TPB components. Whereas, marketers can target the opinion leaders and reference groups to increase the demand of organic food. Originality/value – Majority of previous studies overlooked the role of subjective norms in determining the buying intentions with respect to organic food. The striking feature of this study is an in-depth emphasis on exploring the direct and moderating effects of subjective norms on the elements of TPB. Moreover, to the best of authors’ knowledge, this is a pioneer study that comprehensively examines the linkage of components of TPB with organic food purchasing in Pakistan.

Anteseden dan Konsekuensi Kepuasan terhadap Penggunaan E-Learning pada Mahasiswa

“…Akan tetapi, Voon et al, (2011) menemukan bahwa sikap berpengaruh terhadap behavioral intention. Menurut Al-swidi et al, (2014), sikap berpengaruh positif terhadap behavioral intention akan tetapi menurut Calisir et al, (2009) sikap tidak berpengaruh terhadap behavioral intention. Pada penelitian yang dilakukan oleh Ayo et al, (2016) menemukan bahwa self-efficacy tidak berpengaruh terhadap sikap, akan tetapi hal sebaliknya ditemukan oleh Adesina dan Ayo (2010).…”

“…Norma subjektif merupakan konsep yang berhubungan dengan perilaku dan konteks sosial (Venkatesh dan Davis 2000). Norma subjektif mengungkapkan keyakinan seseorang mengenai bagaimana ia akan dilihat oleh kelompok referensinya jika ia melakukan perilaku tertentu (Al-swidi et al, 2014). Konsep ini menekankan pentingnya dampak sosial terhadap keputusan seseorang untuk melakukan perilaku tertentu (Venkatesh dan Davis 2000).…”

“…Beberapa penelitian terdahulu menemukan bahwa norma subjektif memiliki pengaruh positif terhadap sikap. Seperti penelitian yang dilakukan oleh Al-swidi et al, (2014) terhadap 184 mahasiswa di Pakistan, penelitian yang dilakukan oleh Shittu et al, (2011) terhadap 150 mahasiswa di Malaysia, dan penelitian Kim et al, (2013) …”

“…Hasil nilai rata-rata dari norma subjektif menunjukkan bahwa mahasiswa menganggap penggunaan e-learning ini sesuai dengan norma sosial dan nilai-nilai yang ada dan mereka sebagai mahasiswa merasa penting untuk menggunakan e-learning tersebut. Hasil pengujian hipotesis ketiga ini sesuai dengan penelitian sebelumnya terhadap mahasiswa di Pakistan dan di Malaysia (Al-swidi et al, (2014);Shittu et al, (2011). Ketika mahasiswa meyakini bahwa penggunaan elearning sesuai dengan nilai dan norma sosial yang ada, maka sikap mereka terhadap e-learning juga menjadi positif.…”

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

“…Price is an important factor that consumers take into consideration while making purchase decisions (Al-Swide et al, 2014;Padel and Foster, 2005). According to Aaker (1996) the characteristic, related to the product, which helps to constitute purchase decision is 'price', it is an amount paid in exchange of goods or a socially acceptable unit against the desired product or services.…”