4.7 Article

Perceptions of nutritional value, sensory appeal, and price influencing customer intention to purchase frozen beef: Evidence from Indonesia

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Summary: The study found that attitudes, subjective norms, and perceived control are important factors influencing people's intentions to reduce meat consumption. Past behavior and intention also have an impact on future meat consumption behavior. Surprisingly, habit did not predict meat consumption behavior beyond the factors in the Theory of Planned Behavior.

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