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Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions

Rivista di Economia Agraria

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Field Value
 
Title Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions
 
Creator Ajzen, Icek
 
Subject theory of planned behavior
food consumption
attitude
 
Description The author compares the multi-attribute and subjective expected utility (SEU) models popular in research on consumer behavior to the approach offered by the theory of planed behavior (TPB). Unlike the multi-attribute and SEU models, the TPB relies not on revealed preferences to infer the underlying decision process but instead on direct assessment of its theoretical constructs. According to the theory, the consumer’s behavior is a function of intention to perform the behavior in question; the intention is based on attitude, subjective norm, and perceived behavioral control with respect to the behavior; and these factors are determined, respectively, by behavioral, normative, and control beliefs. The theory allows us to predict intentions and behavior with respect to the purchase or use of a single brand or product as well as in relation to choice among different brands or products.
 
Publisher Firenze University Press
 
Date 2016-02-12
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://oajournals.fupress.net/index.php/rea/article/view/9824
10.13128/REA-18003
 
Source Italian Review of Agricultural Economics; Vol. 70 No. 2 (2015); 121-138
2281-1559
0035-6190
 
Language eng
 
Relation https://oajournals.fupress.net/index.php/rea/article/view/9824/9821