Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions
By I. Ajzen. Italian Review of Agricultural Economics, 2008
659 citations recorded by the source corpus.
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.
Subfields: Applied Psychology, Marketing
View Paper: https://www.semanticscholar.org/paper/49859cb966f4571c355595d7a614aff20154bfae
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Citations in the corpus
- Toward a theory of ethical consumer intention formation: re-extending the theory of planned behavior (2019, background): “The role of confidence in predicting ethical purchase intentions The concept of confidence in the original TPB and its antecedent is mentioned in relation to the strength of beliefs (Fishbein and Ajzen 1975) or is regarded as a background factor that affects the belief strength (Ajzen 2015).”
- A Theory of Planned behaviour perspective for investigating the role of trust in consumer purchasing decision related to short food supply chains (2018, background): “Instead of relying on the utility evaluation of a product or a service, TPB focuses on a specific behaviour of interest, providing a comprehensive framework to explain and understand its determinants (Ajzen, 2015).”