Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits, perceived sustainability benefits and perceived price

Examining the impact of social media on youth vaping behavior in China: an analysis of the mediating role of perceptions of policy enforcement

Introduction

Research has established that exposure to media and the perceived enforcement of policies can influence outcomes related to (un)healthy behaviors. However, little is known about the underlying processes that may mediate the relationship. The Knowledge-Attitude-Practice (KAP) model serves as an important framework for examining health cognition and behavior change. It asserts that knowledge underpins beliefs, attitudes drive motivation, and practices reflect behaviors. In the realm of e-cigarette cessation, this study investigates the influence of media exposure on perceptions of policy enforcement, which in turn affects risk-benefit evaluations and behavioral outcomes.

Methods

Data for this study were collected in 2024 from an online questionnaire survey (N = 724) conducted in Guangdong China, with participants aged 18 to 30. We primarily employ methods such as mediating effect testing and regression analysis to conduct our data analysis.

Results

The findings suggest that social media exposure, perceived policy enforcement, and perceptions of risks and benefits collectively influence youth vaping behaviors through various mediating pathways. Specifically, the results indicate that exposure to social media has a positive effect on the perceived enforcement of tobacco control policy. This perception, in turn, positively affects both risk and benefit perceptions, thereby either decreasing the likelihood of vaping through heightened perceived risks or increasing it through enhanced perceived benefits.

Discussion

The study highlights the impact of social media content concerning e-cigarettes, noting that both ambiguous advertising and health education materials can enhance the perceived enforcement of tobacco control policy. Furthermore, we investigate the impact of information shared across various social media platforms on vaping behaviors and perceptions of tobacco control policy enforcement. Implications and limitations are discussed.

Exploring social influences and values in promoting sustainable food consumption using hybrid three stage methods

Although social media is widely recognized as necessary for promoting sustainable food consumption, the theoretical essence of its social influence has yet to be clarified. This research establishes a mutually beneficial model for sustainable food consumption, drawing on Social Influence Theory and Value Theory. The study collected data from an online survey of 15 experts in sustainable food and 311 consumers and analyzed it through a hybrid three-stage approach of fuzzy Delphi, PLS-SEM, and ANN. The results indicate that subjective norms, group norms, and social identity positively influence egoistic and altruistic values, promoting sustainable food consumption. In comparison, social identity has a more important impact on sustainable food consumption, followed by subjective norms and group norms. Usage and value barriers are the main obstacles to sustainable consumption in China, with value barriers moderating the relationship between altruistic value and sustainable food consumption. This study offers innovative approaches to leveraging information technology for achieving sustainable development goals. It holds substantial practical value for stakeholders, including food marketers, government policymakers, and social advocates, providing actionable insights into optimizing marketing strategies, implementing policy incentives, and promoting a culture of sustainable food consumption.

Importance-Performance Map Analysis of the Drivers for the Acceptance of Genetically Modified Food with a Theory of Planned Behavior Groundwork

The revolution in biotechnology at the end of the 20th century has improved agricultural productivity, reduced environmental impact, and enhanced food nutrition. However, genetically modified food (GMF) consumption remains low, particularly in the European Union, including Spain. This study develops a GMF acceptance model based on the Theory of Planned Behavior, incorporating five key variables alongside gender and age as control factors. Attitude-related variables include perceived benefit (PB) and perceived risk (PR). Perceived control factors involve food neophobia (PHOB) and knowledge (KNOWL) about GMFs. Additionally, subjective norm (SN) is considered. Using a sample of 728 Spanish consumers, the model was validated, explaining 70% of the variance and demonstrating strong predictive capability. The results so PB, KNOWL, and SN positively influence GMF acceptance, whereas PR and PHOB have negative effects. PB and SN emerged as the most influential variables, which are also highlighted as priorities in the importance-performance map analysis (IPMA). Based on these findings, strategies have been proposed to enhance perceived benefits and influence subjective norms, potentially increasing GMF acceptance. This study provides valuable insights into consumer behavior and offers guidance for policymakers and industry stakeholders to promote the adoption of GMFs.

Following Medical Advice of an AI or a Human Doctor? Experimental Evidence Based on Clinician-Patient Communication Pathway Model

Medical large language models are being introduced to the public in collaboration with governments, medical institutions, and artificial intelligence (AI) researchers. However, a crucial question remains: Will patients follow the medical advice provided by AI doctors? The lack of user research makes it difficult to provide definitive answers. Based on the clinician-patient communication pathway model, this study conducted a factorial experiment with a 2 (medical provider, AI vs. human) × 2 (information support, low vs. high) × 2 (response latency, slow vs. fast) between-subjects design (n = 535). The results showed that participants exhibited significantly lower adherence to AI doctors' advice than to human doctors. In addition, the interaction effect suggested that, under the slow-response latency condition, subjects perceived greater health benefits and patient-centeredness from human doctors, while the opposite was observed for AI doctors.

Development and validation of a survey instrument for reusable sanitary products toward sustainable menstrual hygiene

The predominant use of disposable, non-organic menstrual products has significant environmental impacts due to waste and resource depletion. Concerns over the environmental, economic, and health implications of menstrual hygiene management (MHM) have highlighted the need to explore sustainable options like reusable sanitary pads (RSPs). Despite their benefits, the adoption of RSPs is limited by a lack of awareness, availability, cost, and research. This study emphasizes the need for the development of an instrument that can capture the effectiveness, safety, and user satisfaction of RSPs, addressing a significant gap in the literature. Using a convenient sampling method, data were collected through a structured offline survey and the sample comprised 446 South Asian women of reproductive age. The instrument included 15 items designed to measure factors such as comfort, hygiene, convenience, and environmental consciousness. The instrument's reliability and validity are thoroughly assessed using reliability and factor analysis to ensure its effectiveness in capturing the multifaceted dimensions of MHM product choices. The study revealed that the overwhelming majority of women would prefer the option of RSPs that are comfortable, accessible, and easy to use and dispose of. The findings aim to provide a validated tool for manufacturers, policymakers, and researchers to evaluate reusable pads, promoting their broader acceptance and adoption of a sustainable and equitable approach to menstrual hygiene.

Low Carbon Sustainable Diet Choices-An Analysis of the Driving Factors behind Plant-Based Egg Purchasing Behavior

In the face of escalating climate change, environmental pollution, and global crises, plant-based eggs are a viable solution for environmental conservation and health promotion. This study uses an integrated framework combining value-belief-norm (VBN) theory and the Theory of Planned Behavior (TPB) to explore the factors influencing Taiwanese consumers' inclination towards plant-based eggs. Through convenience sampling, 417 questionnaires were issued and 387 valid responses were received, indicating a 92.8% valid response rate. The analysis indicates that consumers' biospheric and altruistic values significantly enhance their awareness of outcomes, which, coupled with their sense of responsibility, strengthens personal norms. From the TPB perspective, perceived behavioral control is identified as a critical driver of the intention to purchase plant-based eggs, with attitudes and subjective norms playing significant roles. Subjective norms positively impact personal norms, thereby influencing consumers' behavioral intentions. The findings confirm the integrated model's theoretical and practical validity, and offer valuable insights for businesses. By developing adept marketing strategies that consider market dynamics, this study enhances the effectiveness and value of marketing efforts by boosting consumers' engagement with plant-based eggs. These insights contribute to advancing environmental sustainability goals.

Factors affecting purchase intention of organic food products: Evidence from a developing nation context

The organic food industry has experienced rapid growth in recent decades. The industry is relatively new to developing countries compared to developed countries. Since Iran has the potential to produce organic products, it is essential to study factors that influence consumers' intention to buy them. The present study was designed and implemented for this purpose. In this cross-sectional study, 520 adults were selected using multistage sampling. Path analysis was employed to test a hypothesized model of predictors of consumer purchase intention for organic food. Attitude, environmental concern, and sensory characteristics directly impacted the intention to purchase organic food (p < .01). Knowledge, perceived price, and household size indirectly affected purchase intention through attitude (p < .01). Age indirectly affected purchase intention through health consciousness, environmental concern, perceived price, and sensory characteristics (p < .01). Subjective norms, health consciousness, and the perceived convenience of purchase had a positive and significant effect on purchase intention, directly and indirectly, through the mediating influence of attitude (p = .000). The educational level also affects purchase intention directly and indirectly through knowledge, health consciousness, environmental concern, and subjective norm (p = .000). The most potent total effects belonged to health consciousness, subjective norms, and education, respectively. Overall, the model could explain 47% of the intention variance and 45% of the variance in attitude. Various factors influence Iranian consumers' decision to buy organic food. This information can help professionals make well-informed decisions in policymaking, production, marketing, tourism, and retailing.

Simply red? The effects of distinct colours and sustainable production methods on the consumers' preferences for healthier sweet peppers

The purpose of this paper is to thoroughly assess the value of colours in consumers' preferences for sweet peppers, and the association with more sustainable methods of production in the consumers' minds. Furthermore, this study provides novel insights into the influence of colours on the willingness to pay (WTP) for vegetables. It explores the interplay between colours, food attributes, and socio-demographic characteristics among consumers, marking the first attempt to examine this relationship comprehensively. A discrete choice experiment, based on consumers' preferences for sweet pepper attributes (price, colour, and production method), was implemented and a Seemingly Unrelated Regression model was then applied to evaluate the willingness to pay for different colours. The study has revealed that different colours provide consumers with different utilities and WTP in the choices of potential healthier foods. In addition, gender, age, education and number of family components play a role in affecting consumers' WTP of food linked to colour. Finally, it was found that consumers' knowledge for certain pepper colours with different antioxidant contents is interrelated. This study introduces several novelties, in particular a positive correlation between interest in antioxidants and colours was found, suggesting that interest in healthy food properties might move consumers towards a specific sensory choice.

Breaking Conventional Eating Habits: Perception and Acceptance of 3D-Printed Food among Taiwanese University Students

Considering the prevalent strain on environmental resources imparted by existing food systems, prioritizing environmental sustainability is an imperative course of action. Subsequently, the shift towards sustainable production and consumption patterns engenders an escalating demand for environmentally conscious food systems. Thus, 3D-printed food technology surfaces are a promising solution noted for their efficacy in curtailing food waste, bolstering environmental sustainability, and imparting innovative strategies to the food supply chain. Herein, we amalgamate the theory of planned behavior (TPB) framework with several variables, namely 'sensory appeal', 'food neophobia', 'perceived health risk', and 'environmental friendliness' to probe the behavioral intentions of Taiwanese university students' perceptions about 3D-printed food. Employing the snowball sampling method, 370 questionnaires were disseminated, out of which 319, constituting an effective retrieval rate of 86.2%, were deemed valid. Statistical analysis produced intriguing findings. Consumers' inclination to purchase 3D-printed food is substantially determined by their attitudes, subjective norms, sensory appeal, food neophobia, perceived health risks, and environmental friendliness. Contrary to our initial hypothesis, perceived behavioral control did not exhibit a significant impact on consumers' propensity to purchase 3D-printed food. Therefore, businesses should focus on magnifying the sensory appeal of 3D-printed food, coupled with precise nutritional labeling, to bolster consumer interest, enhance acceptance, and augment behavioral intentions. This study sheds light on the potential for the development of 3D-printed food in Taiwan, providing an indispensable reference for future endeavors in Taiwan's 3D-printed food industry.

How Do Brazilian Consumers Understand Food Groups in the Food-based Dietary Guidelines?

In the Food-based Dietary Guidelines (FBDGs), food classification is based on food groups and nutrient sources. Much research has already investigated multiple aspects of consumer understanding of the information described in these documents. However, no study has evaluated consumer understanding of all food items contained in the groups described in the FBDGs. This study aimed to assess Brazilian consumers' understanding of food classification according to food groups in the concepts of the FBDGs. Therefore, an instrument, Consumer Understanding of Food Groups (UFG), was constructed and validated to assess consumer understanding of food groups. The instrument comprised 44 items approved by experts (agreement > 80%). A total of 894 Brazilians from all regions participated in this study. The results suggest that 48.9% of the participants believe it is easier to classify food according to food groups. The classification of food groups is based on the origin of the food (animal and vegetable). Although consumers easily recognize foods according to their origin, we still identify asymmetries regarding including food items from the animal kingdom and species from the plant kingdom. This exploratory study highlights important information that can contribute to improving the FBDGs. It is essential to consider consumers' understanding and guide them regarding choices from a technical point of view.

Do Brazilian consumers intend to use food labels to make healthy food choices? An assessment before the front-of-package labelling policy

Front-of-package labelling is a measure that can facilitate consumption of healthier foods. This study examined the predictors of consumers' intentions to use food labelling to make healthy food choices and prevent non-communicable diseases before the implementation of the front-of-package labelling policy in Brazil. An extended theory of planned behaviour incorporating knowledge and food literacy served as the theoretical foundation. First, experts (n = 6) and the target population (n = 30) validated the questionnaire, and the validation data were analysed using content validity coefficients (CVC). An online questionnaire was administered to 783 participants, and data were collected between May and October 2022. Partial least squares structural equation modelling (PLS-SEM) was used to test the prediction hypothesis. The questionnaire showed adequate content validity, with all indicators of CVC ≥ 0.75. In the PLS-SEM attitudes (p < 0.001), subjective norms (p < 0.001), knowledge (p < 0.001), and food literacy (p < 0.001) positively predicted the intention to use food labels to make healthy food choices, confirming the main hypothesis. Also, Food literacy and knowledge predicted all constructs of the theory of planned behaviour (p < 0.001). The results highlight the importance of providing nutritional knowledge and food literacy, developing nutritional skills and abilities to encourage consumers to make healthy food choices, and to strengthen other policies such as front-of-package labelling.

Perception of the purchase budget (BGT) and purchase intention in smartphone selling industry: A cross-country analysis

The study explores the direct and mediated impacts of customers' perception of purchase budget (BGT) on purchase intention (PIT) through perceived quality (PPQ), perceived price (PPR), and perceived benefit (PB) in a cross-country setting to understand BGT's role in predicting customer purchase intention in smartphone selling through international online shopping platforms. An online survey was conducted in Kenya, France, and the United States to gather data from 429 consumers who had recently purchased one or more smartphones through international online shopping platforms. SmartPLS-4 was used to test the hypotheses. Results for the entire sample showed a significantly positive mediating role of PPR and PPQ between BGT and PIT. However, the mediating roles of PPQ and PB were not significant in the samples from Kenya, France, and the United States. The results also showed that PPR plays a significant and positive mediating role between BGT and PIT in samples from Kenya, France, the United States, and overall. However, the direct relationships between BGT and PPQ, PPR, and PB are shown to be negatively significant.

Factors Influencing Consumers' Organic Food Continuous Purchase Intentions during the Post-Pandemic Era: An Empirical Investigation in China

During the evolutionary phases of the COVID-19 pandemic, consumers' eating habits and spending behaviours have progressively shifted to the pursuit of the safer and healthier food products, such as organic food. Therefore, this study investigated the factors affecting Chinese buyers' organic food continuous purchase intentions (CPI) during the post-pandemic era. To better adapt to the current consumption context in China, this study proposed a modified TPB framework (M-TPB), by replacing subjective norms with Chinese cultural variables, such as face consciousness and group conformity, and adding constructs of perceived value of organic food (PVOF), health consciousness, and the impact of COVID-19 (IOC). Convincingly, experimental results from a structural equation model analysis of 460 usable responses indicate that M-TPB has superior explanatory power (R² = 65%) compared with the TPB model (R² = 40%) for explaining organic food CPI during the post-pandemic period. The path analysis demonstrated that perceived behavioural control, attitude, face consciousness, group conformity, health consciousness, IOC, and PVOF had substantial positive effects on CPI, while subjective norms were not significantly related. Moreover, IOC exhibited a positive and significant relationship with health consciousness and PVOF. These findings can be useful for stakeholders in the Chinese organic food industry to generate timely promoting strategies during the post-pandemic period.

A Study on Farmers' Participation in Environmental Protection in the Context of Rural Revitalization: The Moderating Role of Policy Environment

This study investigates the environmental protection behavior of farmers in the Guanzhong Plain region and the factors influencing their participation, in order to improve the enthusiasm of farmers' participation and promote the formation of "good governance" in rural ecological environments. Based on interviews with 295 farmers, the influence of psychological cognitive factors on farmers' intention and behavior to participate in environmental protection was analyzed using partial least squares structural equation modeling under the extended theory of planned behavior, and the moderating effect of policy environment in the relationship between farmers' intention to participate and participation behavior was revealed. The research results show that: (1) The current situation of farmers' participation in environmental protection is generally characterized by "strong intentions and weak actions". (2) Participation consciousness and benefit perception have a greater impact on farmers' intention to participate in environmental protection, perceived behavioral control has a smaller impact, and subjective norms do not have a significant impact. (3) Perceived behavioral control and participation intention have a greater influence on farmers' participation in environmental protection behavior, subjective norms have less influence, and there is no direct influence of perceived benefits and participation awareness on farmers' participation behavior, i.e., farmers' participation intention has indirect influence on participation behavior. (4) The moderating effect of policy environment indicates that policy environment has a significant positive effect on the relationship between farmers' participation intention and participation behavior.

The effect of credence attributes on willingness to pay a premium for organic food: A moderated mediation model of attitudes and uncertainty

Objective

With consumers' concerns about food safety and the environment growing, the interest in organic food has increased. However, due to the late start of the organic food market in China, the market size of the Chinese organic food industry is still relatively small. This study aims to examine whether organic food credence attributes have an impact on consumers' attitudes and willingness to pay a premium (WTPP), in order to provide valuable information to facilitate the development of the organic food market in China.

Methods

A questionnaire survey was conducted with 647 respondents in China. Structural equation modeling (SEM) was utilized to verify the model and test the relationships among the constructs.

Results

SEM analyses showed that credence attributes stimulate consumers' attitudes and increase consumers' WTPP. Utilitarian attitudes and hedonistic attitudes play a partially mediating role in the relationship between credence attributes and WTPP. Uncertainty negatively moderates the role between utilitarian attitudes and WTPP, while it positively moderates the role between hedonistic attitudes and WTPP.

Discussion

The findings reveal the motivations and barriers for Chinese consumers to purchase organic food at a premium, providing a theoretical basis for companies to gain a deeper understanding of consumer groups and develop organic food marketing strategies.

Path relationship of consumers' perceived susceptibility and severity of health problems with their purchase of buckwheat functional foods in China

Although the nutritional and health benefits of buckwheat foods have been widely discussed and evaluated, studies on consumer perceptions of the health benefits of buckwheat functional foods and how these perceived benefits influence their consumption are scarce. On the basis of the theory of planned behavior, this study aimed to explore consumers' purchase intention and behavior toward buckwheat functional foods while assessing the impact of their perceived susceptibility and severity of health concerns on the purchase decisions for such foods. Using data from 1077 participants collected in person from Southwest China, we compared the influencing factors between consumer groups based on whether they were aware of the nutritive and health benefits of buckwheat. The results indicated that, apart from consumers' perceived behavioral control, their perceived susceptibility and perceived severity of three selected common health problems, perceived value and efficacy of buckwheat, and subjective norms were strong predictors of consumers' purchase decisions. Moreover, perceived susceptibility and severity were effective antecedents of the perceived value and efficacy of buckwheat, respectively. Consumers aware of buckwheat's nutritive and health benefits of buckwheat were less affected by perceived efficacy. This study highlights that the higher the susceptibility to the three selected common health problems, the greater the internal and behavioral changes toward the purchase of buckwheat functional foods. These findings reveal factors affecting consumers' healthy eating beliefs, which can be beneficial for both policymakers and marketers in formulating healthy diet policies and strategies in developing countries.

Consumer intention towards the phosphate-reduced processed meat products using the extended theory of planned behaviour

Phosphates are essential for maintaining various quality attributes of processed meat products such as water-binding properties, texture and sensory properties and their removal would drastically change the products' technical and sensory qualities. Currently, meat industries are faced with the challenge of removing phosphates to address the consumers' demand to remove the negatively perceived synthetic additives from processed meat products. This study measured these consumers' purchase intention of phosphate-reduced processed meat products with different quality, using the extended theory of planned behaviour (TPB). An online survey was conducted among the consumers (n = 548) of the Republic of Ireland (ROI) to predict their knowledge and attitude towards phosphate additives. Analysis of the survey responses showed that about two-third of the participants consumed processed meat products 5-6 times per week. The results of multiple linear regression showed that the theory constructs attitude, subjective norms, perceived health risks significantly (P < 0.05) influenced the consumer behavioural intention whereas the perceived behavioural control (PBC) produced insignificant impacts. The results also revealed that the extended TPB model predicted the consumers' intention with better explanatory power (adjusted R² = 0.46) than the original TPB model. In conclusion, various recommendations and implications were developed based on the results to improve the consumers' purchase intention of these products.

How Do Consumers Understand Food Processing? A Study on the Brazilian Population

Food guides are official documents that guide consumers’ food choices. They inform the qualitative classification of food groups and messages on how to adopt a healthy diet. The classifications and nomenclatures adopted in these documents vary according to cultural, nutritional, and scientific criteria. This study aimed to evaluate the understanding of Brazilian consumers regarding food classification according to the Food Guide for the Brazilian Population (FGBP) concepts. An instrument was constructed to assess consumer understanding. It was named “Understanding of the Level of Processing of Food” (ULPF) and validated according to the concepts of constructs presented by psychometrics such as the Delphi methodology. The instrument was composed of 36 items approved by experts (concordance > 80% and with good internal consistency). A total of 2333 Brazilians from all regions participated in the study. The results suggest that food classification according to the level of processing was difficult for participants to understand. About 85% of them did not understand or did not know the definitions and classification of food and preparations according to food and science technology (FST) and the FGBP. More than 50% of the participants believed that it was easier to classify food according to food groups.

Influences of Green Eating Behaviors Underlying the Extended Theory of Planned Behavior: A Study of Market Segmentation and Purchase Intention

Green food has been introduced into the market for several years. Nevertheless, most Thai consumers do not commonly purchase green food in their daily routine. This research article aims to identify the market segments and significant factors affecting green food purchase intention in Thailand based on the theory of planned behavior. It employed a sample of 458 green food consumers in five regions of Thailand. Based on the Food-Related Lifestyle model, we used cluster analysis to classify the market segments. Additionally, we employed a multi-group structural equation modeling technique to explore and compare customers’ behaviors in different segments. The results demonstrated two primary market segments for green food products, including (1) non-green consumers and (2) green consumers. The findings indicate that green consumers’ self-realization related to environmental issues positively affects their attitude and purchase intention, while non-green consumers reveal none of these relationships. Surprisingly, social norms related to green food consumption influence non-green consumers’ attitudes toward green food more than it does toward green consumers. This research paper enlarges the understanding of Thailand’s green food market regarding the market segments (non-green and green consumers). Furthermore, it points out implications on how marketing practitioners may penetrate those segments.

How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers

Organic food purchase behavior is attracting increasing attention from researchers and managers. However, there is a need to further explore differences among groups of consumers, namely with regards to cultural dimensions. To help fill this gap, this article aims to examine the impact of collectivism on the determinants of organic food purchase intention and behavior. Building on the theory of planned behavior, this article suggests its extension by considering an additional set of explanatory variables that are shown to be relevant to explain consumer behavior. It includes a quantitative study conducted with young consumers from two European countries, Norway (n = 468) and Portugal (n = 448). Structural equation modelling allowed to conclude that collectivism positively impacts attitude, subjective norm, perceived price, and environmental concern towards organic food. The expected positive impacts of collectivism on product availability and health concerns were not supported by the study. Furthermore, the positive impact of attitude, subjective norm, perceived price, health consciousness, and environmental concerns on intention to purchase organic food were also confirmed, even though availability had an insignificant impact on intentions. Finally, and aligned with extant literature, this study also found a positive impact of intention to purchase behavior on organic food. Interestingly, the positive relationship between Collectivism and Availability, and between Availability and Purchase Intention, was only significant for Portugal. The study confirms the relevance of considering cultural dimensions, particularly collectivism/individualism, to further understand consumer behaviors toward organic food. Based on the findings, implications for both managers and researchers are highlighted.

Predictors of the intention to use traditional Chinese medicine (TCM) using extended theory of planned behavior: a cross-sectional study among TCM users in Hong Kong

Background

Traditional Chinese medicine (TCM) and Western medicine are available and have a long history in Hong Kong. Little is known on the intention to use TCM in Hong Kong. In this study, the intention to use TCM was examined by the extended theory of planned behavior.

Methods

An online cross-sectional survey was conducted from 15 and 29 November 2021. Respondents’ attitude towards using TCM, intention to use TCM, knowledge, perceived behavioral control, perceived service quality, satisfaction, subjective norms and demographic characteristics were collected from the survey. To examine the conceptual framework in this study, partial least square structural equation model (PLS-SEM) was adopted.

Results

In total, 446 responses (completion rate = 74.3%) were analysed. Attitude towards TCM was the strongest predictor to the intention to use TCM followed by satisfaction and subjective norms. Attitude had a partial mediating effect on the relationship between subjective norms, perceived behavioral control and intention to use TCM. Attitude had a full mediating effect on the relationship between knowledge and intention to use TCM. Satisfaction had a full mediating effect on the relationship between perceived service quality and intention to use TCM.

Conclusions

This is the first study to investigate the predictors of the intention to use TCM in Hong Kong by using TPB. Individuals’ attitude towards TCM has showed stronger effect to the intention to use TCM than other predictors, such as satisfaction, perceived behavioral control and subjective norms. To enhance the intention to use TCM in Hong Kong, key stakeholders, including TCM professional organisations, health professionals and policymakers, should develop a positive attitude towards TCM among Hong Kong population.

Supplementary Information

The online version contains supplementary material available at 10.1186/s12906-022-03598-x.

The Role of Beliefs, Pride, and Perceived Barriers in Decision-Making Regarding Purchasing Value-Added Pulse Products among US Consumers

This study explores the underlying psychological structure of purchasing value-added pulse products. It expands the theory of planned behavior (TPB) model by incorporating an emotional factor and explains consumers’ attitudes and subsequent behavioral intentions in the context of value-added pulse products (VAPPs). The study results showed the significant effect of pride on the purchase intention of value-added pulse products, as well as the moderating effect of perceived barriers on some of the relationships among the variables. Although value-added pulse products are emerging as a means of income maximization in the agri-food industry, there is a lack of understanding about consumers who purchase these products. This study fills the gap by developing a research framework for agriculture-related businesses. The findings may provide further insights into consumers’ attitudes and behaviors in consuming agri-foods, thereby assisting pulse producers and marketers to develop a more effective marketing strategy.

Plastic-free behavior of millennials: An application of the theory of planned behavior on drinking choices

This study explores the factors that influence millennials' intentions and behavior regarding reduced plastic consumption. An extended theory of planned behavior was established as a conceptual model that explicitly analyzed both the role of past and stated behaviors. The stated behavior was measured using a projective technique. The data obtained from a survey of 741 Italian respondents were analyzed through multiple correspondence analysis and partial least squares structural equation modeling. The results of the projective technique characterized "plastic-free" behavior as a unidimensional construct. Structural equation modeling showed that attitudes, subjective norms, and perceived behavioral control influence the intention of millennial consumers to reduce the use of plastic drinking bottles. The perceived behavioral control is the strongest predictor of intention (ß = 0.304; p < 0.001), followed by social norms (ß = 0.271; p < 0.001) and attitudes (ß = 0.130; p < 0.001). The past behavior construct positively and significantly affects attitude (ß = 0.165; p < 0.001), intention (ß = 0.231; p < 0.001), and stated behavior (ß = 0.073; p < 0.05) constructs. The latter is also positively predicted by intention (ß = 0.151; p < 0.001). Based on the results, actions and incentives for reducing plastic consumption were provided.

Exploring the Antecedents of Organic Food Purchase Intention: An Extension of the Theory of Planned Behavior

Worldwide organic food consumption has registered a consistent rise in recent years. Despite the relevant body of literature on the topic, it is necessary to further understand the antecedents of purchase intention. This article aims to identify the factors that influence the consumer’s intention to purchase organic food. It extends the theory of planned behavior model by including environmental concerns, health concerns, and perceived quality as determinants of attitude toward organic food products. Additionally, it considers the effect of product availability on consumers’ perceived behavioral control. This article includes a quantitative study that was conducted in Portugal in 2020 (n = 206). Structural equation modeling was used to test the proposed set of research hypotheses. In line with extant literature, this study confirmed that attitude toward organic food is the main determinant of purchase intention. Additionally, it demonstrates that health concerns and perceived quality have a significant impact on attitude toward organic food. The impact of environmental concerns on attitude was not confirmed by this study. Based on these findings, it is recommended that managers stress health benefits and quality of organic food in order to foster positive attitudes and consequently leverage purchase intention.

Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal

This study aims to segment Nepalese consumers based on the frequency of animal-based food intake and thereby the determinants of organic food purchasing behaviour to suggest possible marketing strategies for organic food suppliers. A face-to-face survey was conducted among Nepalese consumers (n = 527), underpinned by the theoretical framework, ‘theory of planned behaviour (TPB)’, and extended to include: knowledge, environmental concerns, health-consciousness, and background factors (socio-demographic and lifestyle characteristics). Three segments of consumer types were identified by employing k-means segmentation: All Low (n = 113), High Dairy (n = 246), and High Dairy and Meat (n = 168). A covariance-based structural equation modelling (CB-SEM) analysis indicated that perceived behavioural control (β = 0.438, p < 0.001) was the main predictor of organic food purchasing intention, followed by attitude (β = 0.302, p < 0.001), subjective norms (β = 0.300, p < 0.001), knowledge (β = 0.211, p < 0.001), and environmental concerns (β = 0.208, p < 0.001). Health-consciousness (β = −0.034, p = 0.374) showed no significant impact on organic food purchasing intention. Organic food purchasing intention had a strong positive impact on organic food purchasing behaviour. Socio-demographic and lifestyle characteristics were found to impact behavioural intention indirectly by their effects on attitude, subjective norms, perceived behavioural control, knowledge, and environmental concern. Income also had a direct impact on organic food purchasing behaviour. Further, consumers with a low intake of animal-based foods held positive attitudes towards organic food and had higher environmental concerns. The findings can be used to inform organic food producers and targeted marketing campaigns towards promoting organic food purchasing behaviour in Nepal and similar countries.

Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior

The present research aims to determine which factors of the theory of planned behavior most influence the intention to watch Mexican movies, and, at the same time, to measure the impact of eWOM and the level of audience involvement in the intention. For this purpose, an online questionnaire was applied through social networks, obtaining a sample of 334 Mexican people over 18 years old. The data were analyzed using a partial least squares structural equation model (PLS-SEM). The results confirmed that the variables that explained the intention to watch Mexican movies were attitude, perceived purchase control, and involvement, with the latter being the attitude variable the one that contributed the most to intention. The present research contributes to the literature on movie consumption in Mexico with an empirical perspective from the marketing field.

Assessing Sustainable Consumption in Packaged Food in Indonesia: Corporate Communication Drives Consumer Perception and Behavior

Sustainable consumption has been addressed in the literature in recent years, especially in relation to changing from a traditional consumption to sustainable consumption. Reducing environmental impacts from waste generation has been the focal point of sustainable consumption. However, a large number of attributes has caused a complexity in understanding which attributes effectively enhance the consumption. In particular, sustainable consumption has been facing a negative trend due to low levels of knowledge about packaging’s environmental impact, failed communication which leads to misperception and irresponsible behavior. This study contributes to proposing a set of attributes for enhancing sustainable consumption in the Indonesian food industry, to fulfill the lack of understanding of the attribute interrelationships using qualitative information. This study proposes a set of attributes to enhance sustainable consumption with qualitative information by assessing the interrelationships among the attributes employing the Delphi method and fuzzy decision-making trial and evaluation laboratory method to provide causal and effect relationships. As a result, corporate communication, consumer perception, consumer behavior, and product packaging are major aspects for sustainable consumption enhancement. Corporate communication becomes a major driver to affect perception and behavior. This study proposes a managerial insight for the packaged food industry on improving several criteria including green marketing, green consumerism, verbal features, and importance of information.

The Supply of Calories, Proteins, and Fats in Low-Income Countries: A Four-Decade Retrospective Study

Over the past decades, both the quantity and quality of food supply for millions of people have improved substantially in the course of economic growth across the developing world. However, the number of undernourished people has resumed growth in the 2010s amid food supply disruptions, economic slowdowns, and protectionist restrictions to agricultural trade. Having been common to most nations, these challenges to the food security status of the population still vary depending on the level of economic development and national income of individual countries. In order to explore the long-run determinants of food supply transformations, this study employs five-stage multiple regression analysis to identify the strengths and directions of effects of agricultural production parameters, income level, price indices, food trade, and currency exchange on supply of calories, proteins, and fats across 11 groups of agricultural products in 1980-2018. To address the diversity of effects across developing nations, the study includes 99 countries of Asia, Europe, Latin America, the Middle East, and Africa categorized as low-income, lower-middle-income, and upper-middle-income economies. It is found that in low-income countries, food supply parameters are more strongly affected by production factors compared to economic and trade variables. The effect of economic factors on the food supply of higher-value food products, such as meat and dairy products, fruit, and vegetables, increases with the rise in the level of income, but it stays marginal for staples in all three groups of countries. The influence of trade factors on food supply is stronger compared to production and economic parameters in import-dependent economies irrelevant of the gross national income per capita. The approach presented in this paper contributes to the research on how food supply patterns and their determinants evolve in the course of economic transformations in low-income countries.