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The Mediating Role Of Behavioral Attitudes In The Relationship Between Self-Esteem And Behavioral Intentions. Applications Of The Theory Of Planned Behaviour

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  • BEJAN BRINDUSA MARIANA

    (BABES-BOLYAI UNIVERSITY, FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION, MARKETING DEPARTMENT, CLUJ-NAPOCA, ROMANIA)

Abstract

People behave differently. The family we were born into, the personality we have acquired over the years, the group of friends we belong to or the culture of the country are elements that shape a consumer's behaviour. Over the years we are subjected to different factors, that influence our attitudes towards products or services, as well as the preferences shown. However, regardless of the differences between individuals, there is also a common basis - each of us has the role of a consumer in society. In analyzing consumer behaviour, we cannot only consider the previously mentioned factors. An important role is held by the individual's self-esteem, which is, on numerous occasions, the foundation on which the individual's personality is built. In this work, we defined self-esteem through its three facets (the real self, the social self, and the relational self) and followed the influence exerted by self-esteem on behavioral intentions, wanting to identify if, in this case, the relationship is mediated by behavioral attitudes. Thus, the conceptual model proposed in the practical part represents an application to the theory of planned behaviour.

Suggested Citation

  • Bejan Brindusa Mariana, 2023. "The Mediating Role Of Behavioral Attitudes In The Relationship Between Self-Esteem And Behavioral Intentions. Applications Of The Theory Of Planned Behaviour," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 2, pages 79-86, April.
    • Handle: RePEc:cbu:jrnlec:y:2023:v:2:p:79-86
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    References listed on IDEAS

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    1. Hongfei Du & Ronnel B King & Peilian Chi, 2017. "Self-esteem and subjective well-being revisited: The roles of personal, relational, and collective self-esteem," PLOS ONE, Public Library of Science, vol. 12(8), pages 1-17, August.
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