Application of the Theory of Planned Behavior to Investigate Consumers’ Purchase Intentions for Suboptimal Food

• Main Authors: HU,CHUN-MING, 胡俊明
• Other Authors: Yu-An Chang,Ching Lung Hsieh
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/mjneav

碩士 === 中州科技大學 === 保健食品系 === 106 === Food system and food safety have drawn spontaneous global attention due to effect of substantially environmental concerns. Three billion tons of food are wasted every year, estimated at a third of all produced food. The production of much of this waste is directly linked to the unwillingness to sell, purchase, and consume imperfect food that deviated from regular products in terms of appearance standards, date labelling, or damaged packaging. Yet empirical research on this issue is scarce. This study aims to develop an extended Theory of Planned Behavior (TPB) research model which includes environmental concern and involvement to predict consumers’ purchase intention to imperfect foods. A total of 246 respondents collected in Taiwan as data input. The empirical results of structural equation modeling (SEM) indicate that consumers’ attitude was the main predictor of their intention to purchase imperfect foods. Interestingly, this research showed that both perceived behavioural control and subjective norms were not significant predictors of intention. Furthermore, adding environmental concern and involvement as the additional constructs to the TPB significantly increased the explanatory power of the standard model. These findings provide important insights for imperfect food and useful recommendations for marketing channels, suggesting promotion of imperfect food may be the key of potential business.