Self-Congruity And The Theory Of Planned Behavior In The Prediction Of Local Food Purchase

Keywords

Local food; self-congruity; structural equation modeling; theory of planned behavior

Abstract

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.

Publication Date

10-1-2016

Publication Title

Journal of International Food and Agribusiness Marketing

Volume

28

Issue

4

Number of Pages

330-345

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/08974438.2016.1145612

Socpus ID

84966706327 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84966706327

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