Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: moderating roles of communication, satisfaction and trust in organic food consumption

By P. Sultan, T. Tarafder, D. Pearson, J. Henryks. 2020

408 citations recorded by the source corpus.

Abstract This study examines the moderating effects of perceived communication, satisfaction and trust on the intention-behaviour gap and the perceived behavioural control (PBC)-behaviour gap in the theory of planned behaviour (TPB) model, using a quantitative research method. A nationwide panel-only online survey was conducted, resulting in 1011 usable responses from organic food consumers in Australia. Data were analysed statistically using SPSS v.25 and SmartPLS 3 software, and the hypotheses were tested using the partial least squares-based structural equation modelling (PLS-SEM) technique. The findings confirm that perceived communication, satisfaction and trust positively and significantly enhance purchase behaviour and lessen gaps in the intention-behaviour and PBC-behaviour relationships in the TPB model. This study also validates the TPB model and finds statistically significant results in support of all of its 14 hypotheses. It is the first such study to examine the intervention efficacy or moderating effects of perceived communication, satisfaction and trust on the intention-behaviour and PBC-behaviour gaps in the TPB model. Examining the mediational effect of behavioural intention in the TPB model and including the Australian context are among its other contributions. Organic food producers and marketers aiming for sustained, positive changes in consumer behaviour are encouraged to consider the findings and implications of this study.

Subfields: Marketing, Plant Science

View Paper: https://www.semanticscholar.org/paper/8a92faf963661cbc0baf5b8eda2c06d21640ca60

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1. Myriam Ertz
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Citations in the corpus

• Consumer Adoption of Online Food Delivery Ordering (OFDO) Services in Pakistan: The Impact of the COVID-19 Pandemic Situation (2020, background): “However, according to Sultan, Tarafder, Pearson, and Henryks [23], there is a discrepancy between what people claim and how they behave, which is referred to as an intention–behavior gap.”
• Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior (2020, background): “Subjective norms refer to the degree to which people, society, or significant others approve or disapprove of a specific behavior [102].”
• Drivers of food waste reduction behaviour in the household context (2021, neutral): “The developed survey instrument was reviewed for its face validity by a team of experts (three researchers and one practitioner) with experience in food waste research (Sultan et al., 2020).”