Journal
APPETITE
Volume 51, Issue 3, Pages 546-551Publisher
ACADEMIC PRESS LTD- ELSEVIER SCIENCE LTD
DOI: 10.1016/j.appet.2008.04.007
Keywords
Theory of planned behavior; Descriptive norms; Food/fish; Vietnam
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Funding
- Norwegian Government
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The purpose of this study is to apply the conceptual framework of the theory of planned behavior(TPB) to explain the consumption of a common food (fish) in Vietnam. We seek to understand the role of norms in explaining intention to consume, and descriptive norms is included as extensions of traditional constructs such as attitude, social norms, and perceived behavioral control. The data were derived from a cross-sectional sample of 612 consumers. Structural equation modeling was applied to test the relationships between constructs, and evaluate the reliability and the validity of the constructs. The results indicate that the models fit well with the data. Attitude, social norms, descriptive norms and behavioral control all had significantly positive effect on behavioral intention. Finally, both intention and perceived behavioral control were highly associated with the frequency of consumption of the common food investigated. (C) 2008 Elsevier Ltd. All rights reserved.
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