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Content available remote What Motivates Czech Consumers to Buy Organic Food?
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The objective of this paper is twofold. First, the authors aim to analyse the factors that affect the intention of Czech consumers to purchase organic food using the theory of planned behaviour (TPB). Second, they employ an extended TPB model that introduces descriptive norms as an additional actor of behavioural intention. This study exploits data from a consumer survey of a sample of the Czech general adult population (N = 252) conducted in 2010. Structural equation modelling with an ML estimator is used to estimate model parameters. The empirical model derived from the TPB explains 44% of the variability of intention to purchase organic food. Descriptive norms are empirically distinct from injunctive norms and their inclusion in the model increases the explained variance of intention by an additional 5 percentage points. Attitudes and norms are the strongest predictors of the intention to purchase organic food, while perceived behavioural control has only a weak effect.
EN
The study was aimed at examining the usefulness of the Theory of Planned Behaviour (TPB) in predicting exercise intentions and exercise of women in fitness classes. On the theoretical plane it broadens state of knowledge on the TPB, but the findings are also important for the development of more effective interventions to promote and maintain exercise engagement of women in fitness centers. The study was carried out in the second quarter of 2016 in two fitness centers in Katowice, Poland. The participants were 95 women aged 17–66 (M = 37.40 ±12.15). The obtained data were analyzed with the use of structural equation modelling (path analysis). Significant predictors of intention to exercise were perceived behavioural control and attitude, with the strongest effect observed in the former. The findings of the study suggest that interventions should focus on increasing the level of control over women’s exercise behaviours and shaping attitudes toward them.
EN
The theory of planned behaviour (TPB) is a widely used theory in behavioural analysis. It incorporates social, cultural, psychological and economic approaches into behavioural analysis. The authors of the theory of reasoned action and its extension, the theory of planned behaviour have recommended that it is appropriate to conduct an elicitation study to identify the final sets of salient beliefs in the TPB analysis. Even though the TPB is based on salient beliefs, researchers have paid less attention in this regard. In order to identify final set of salient beliefs for TPB analysis, Ajzen and Fishbein (1980) have suggested three rules. This paper compares the three rules suggested by Ajzen and Fishbein (1980) and an alternative approach was suggested. The paper analyses the beliefs of farmers in Sri Lanka in respect to the decision to adopt new technology. The findings showed that the three rules suggested by Ajzen and Fishbein (1980), lead to different sets of salient beliefs for TPB analysis. Therefore, an alternative approach was suggested which is a trade-off between salient beliefs that fall into the final set and beliefs that are foregone. The suggested approach is strengthen by computing the product of the “belief strength” and “outcome evaluation” (expectancy value method) for each belief mentioned. It provides more accurate index for eliciting the most significant salient beliefs for TPB analysis.
EN
We contribute to the entrepreneurial intentions literature by applying the theory of planned behaviour and resource-based views to the model of active entrepreneurs’ intention to develop their pluriactive businesses. Using our 2012 survey data from farm firms in Finland, we address the limited focus on active entrepreneurs and their intentions to develop on-going income-generating, off-farm related business activities. We found that attitudinal proxy antecedents such as innovation, cooperation and growth for pluriactivity differ for active and non-active entrepreneurs and with respect to the entrepreneurs’ age and production line and innovation behaviour.
EN
To compare the different motivation, intention and behaviour between Chinese and Japanese consumers in naturally dyed fashion consumption we collected 301 Chinese samples and 302 Japanese samples and used a structural equation model (SEM) to analyse the consumption behaviour of naturally dyed apparel based on the planned behaviour theory (TPB) and cross-cultural sustainable consumption framework (CCSC). The results indicate that attitude, social norms and perceived behaviour control (PBC) impact naturally dyed fashion consumption intention and behaviour. Among these relations, intention has a controlling influence on the relationship between subjective factors and actual consumption behaviour. PBC directly affects consumer behaviour. Moreover, the belief system and material source have a significant influence on all TPB constructs, wherein material source has more influence. Comparing China and Japan, attitude has a stronger impact on intention for Chinese than Japanese, but PBC influences Japanese intention more. Theoretically, this paper analyses the factors forming the difference in the strength of the TPB model from a cross-cultural perspective. The differences in Chinese and Japanese consumption behaviours also offer practical insights for the industrial development of natural dyeing.
EN
This study investigated the impact of the Theory of Planned Behaviour (TPB) components on Saudi women’s e-entrepreneurial intentions. Five hundred thirty-four female undergraduate students from different universities in Saudi Arabia completed survey questionnaires to understand the moderating role of resource accessibility in influencing entrepreneurial intentions. Structural Equation Modeling (SEM) was used to test the model. The study reveals that attitude towards entrepreneurship and entrepreneurial self-efficacy are significantly related to e-entrepreneurial intention, while the subjective norm was insignificant. The moderation role of Resource Accessibility (RA) positively impacted the relationship between the TPB components and e-entrepreneurial intention. The findings of this study develop a base for supporting women’s entrepreneurial intention through resource accessibility.
PL
W artykule zbadano wpływ elementów teorii planowanego zachowania (TPB) na intencje e-przedsiębiorcze saudyjskich kobiet. Pięćset trzydzieści cztery studentki studiów licencjackich z różnych uniwersytetów w Arabii Saudyjskiej wypełniły ankiety, aby zrozumieć moderującą rolę dostępności zasobów we wpływaniu na intencje przedsiębiorcze. Do przetestowania modelu wykorzystano modelowanie równań strukturalnych (SEM). Z badania wynika, że stosunek do przedsiębiorczości i przedsiębiorczego poczucia własnej skuteczności są istotnie związane z intencją e-przedsiębiorczą, podczas gdy norma subiektywna była nieistotna. Moderacyjna rola dostępności zasobów (RZ) pozytywnie wpłynęła na relacje między komponentami TPB a intencją e-przedsiębiorcy. Wyniki tego badania tworzą podstawę do wspierania przedsiębiorczych zamiarów kobiet poprzez dostępność zasobów.
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