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Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase

Title
Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase
Author
송지훈
Keywords
Local food; self-congruity; structural equation modeling; theory of planned behavior
Issue Date
2016-05
Publisher
Haworth Press
Citation
Journal of International Food and Agribusiness Marketing, v. 28, NO 4, Page. 330-345
Abstract
The primary purpose of this study is to investigate antecedents to behaviors associated with purchasing local food by using the extended theory of planned behavior with additional considerations of self-congruity theory. Structural equation modeling was conducted to examine direct and indirect effects of attitude, subjective norms, perceived behavioral controls, intention, and self-congruity on local food purchases. Overall, purchasing local food was found to be a multifaceted and dynamic decision-making process. In addition, self-congruity was found to impact consumers’ local food purchase directly and indirectly, indicating that it was a meaningful addition to the theory of planned behavior model.
URI
https://www.tandfonline.com/doi/full/10.1080/08974438.2016.1145612https://repository.hanyang.ac.kr/handle/20.500.11754/71402
ISSN
0897-4438; 1528-6983
DOI
https://doi.org/10.1080/08974438.2016.1145612
Appears in Collections:
COLLEGE OF EDUCATION[S](사범대학) > EDUCATIONAL TECHNOLOGY(교육공학과) > Articles
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