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2021-05-26Subject
300 Social sciences 330 Economics 630 Agriculture ChinaVerbraucherverhaltenEinkaufGemüseCOVID-19PandemieMetadata
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Aufsatz
Explaining Chinese consumers’ green food purchase intentions during the COVID-19 pandemic: an extended theory of planned behaviour
Abstract
The outbreak of the COVID-19 pandemic has strongly influenced consumers’ habits and behaviours, creating a more sustainable and healthier era of consumption. Hence, there is a potential for further expanding the green food sector in China. The theory of planned behaviour (TPB) is one widely used framework to explain consumers’ food choices. Considering consumers’ internal norms, their perceptions of green food attributes, and the shifting consumer behaviour, our study has extended the TPB framework (E-TPB) by adding constructs of moral attitude, health consciousness, and the impact of COVID-19 (IOC). The results of structural equation modelling among 360 functional samples revealed that the E-TPB model has a superior explanatory and predictive power, compared with the original TPB model regarding Chinese consumers’ green food buying intentions in the current and post-pandemic periods. The path analysis demonstrated that attitude, perceived behavioural control, moral attitude, health consciousness, and IOC have significant positive effects on green food purchase intentions. However, the association between subjective norm and purchase intention varies within the TPB and E-TPB models, which showed a non-significant impact in E-TPB. These findings can generate more suitable managerial implications to promote green food consumption in China during the current and post-pandemic periods.
Citation
In: Foods Volume 10 / Issue 6 (2021-05-26) eissn:2304-8158Sponsorship
Gefördert durch den Publikationsfonds der Universität KasselCitation
@article{doi:10.17170/kobra-202106304179,
author={Qi, Xin and Ploeger, Angelika},
title={Explaining Chinese consumers’ green food purchase intentions during the COVID-19 pandemic: an extended theory of planned behaviour},
journal={Foods},
year={2021}
}
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2021-06-30T09:23:58Z 2021-06-30T09:23:58Z 2021-05-26 doi:10.17170/kobra-202106304179 http://hdl.handle.net/123456789/12951 Gefördert durch den Publikationsfonds der Universität Kassel eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ green food purchase intention TPB E-TPB COVID-19 Chinese consumer 300 330 630 Explaining Chinese consumers’ green food purchase intentions during the COVID-19 pandemic: an extended theory of planned behaviour Aufsatz The outbreak of the COVID-19 pandemic has strongly influenced consumers’ habits and behaviours, creating a more sustainable and healthier era of consumption. Hence, there is a potential for further expanding the green food sector in China. The theory of planned behaviour (TPB) is one widely used framework to explain consumers’ food choices. Considering consumers’ internal norms, their perceptions of green food attributes, and the shifting consumer behaviour, our study has extended the TPB framework (E-TPB) by adding constructs of moral attitude, health consciousness, and the impact of COVID-19 (IOC). The results of structural equation modelling among 360 functional samples revealed that the E-TPB model has a superior explanatory and predictive power, compared with the original TPB model regarding Chinese consumers’ green food buying intentions in the current and post-pandemic periods. The path analysis demonstrated that attitude, perceived behavioural control, moral attitude, health consciousness, and IOC have significant positive effects on green food purchase intentions. However, the association between subjective norm and purchase intention varies within the TPB and E-TPB models, which showed a non-significant impact in E-TPB. These findings can generate more suitable managerial implications to promote green food consumption in China during the current and post-pandemic periods. open access Qi, Xin Ploeger, Angelika doi:10.3390/foods10061200 China Verbraucherverhalten Einkauf Gemüse COVID-19 Pandemie publishedVersion eissn:2304-8158 Issue 6 Foods Volume 10 false 10061200
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