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The role of subjective norms in forming the intention to purchase green food

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  • Marija Ham
  • Marina Jeger
  • Anita Frajman Ivković

Abstract

The purpose of this article is to analyse the specific role of two types of subjective norms in forming the intention to purchase green food. Based on the outcomes of a questionnaire completed by a sample of 411 household primary shoppers from a transitional country in the Southeast Europe region, we developed three models that depict the predictive power of attitudes, perceived behavioural control and subjective norms, and confirmed a significant positive relationship between green food purchasing intention and all three antecedents. Furthermore, regression analysis revealed two important theoretical insights: (1) descriptive norms represent statistically significant predictors of green food purchase behaviour; and (2) incorporating both social and descriptive norms increases the variance explained in intention. The latter also empirically proves that the meaning behind the two variables (social and descriptive norms) is different. These results contribute to the strengthening of the theory of planned behaviour in the part which has so far been referred to as the weakest link.

Suggested Citation

  • Marija Ham & Marina Jeger & Anita Frajman Ivković, 2015. "The role of subjective norms in forming the intention to purchase green food," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 28(1), pages 738-748, January.
    • Handle: RePEc:taf:reroxx:v:28:y:2015:i:1:p:738-748
    DOI: 10.1080/1331677X.2015.1083875
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    Cited by:

    1. Anh Thi Nguyen & Alrence S. Halibas & Robert McClelland & Nguyen Hoang Thuan, 2024. "Configurational analysis of conditions influencing customers’ channel switching intention in omnichannel retailing: a fuzzy-set analysis," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(1), pages 141-178, February.
    2. Eric R. Tacardon & Ardvin Kester S. Ong & Ma. Janice J. Gumasing, 2023. "The Perception of Food Quality and Food Value among the Purchasing Intentions of Street Foods in the Capital of the Philippines," Sustainability, MDPI, vol. 15(16), pages 1-20, August.
    3. Jingyang Chen & Qin Liu, 2023. "The Green Consumption Behavior Process Mechanism of New Energy Vehicles Driven by Big Data—From a Metacognitive Perspective," Sustainability, MDPI, vol. 15(10), pages 1-20, May.
    4. Md. Shahadat Hossain & Goutam Saha & Mridul Kanti Das & Md. Anowar Hossain, 2024. "Practicing Green Behaviors in the Manufacturing Sector: The Impact of Environmental Knowledge, Environmental Consciousness, Attitude, Motivation and Subjective Norm," International Journal of Science and Business, IJSAB International, vol. 33(1), pages 58-75.
    5. Kwek Choon Ling & Mary Lee Siew Cheng & Cham Kai Sin & Alina Yap May Ling & Zhang Li, 2023. "The Determinants of Digital Piracy Behaviour in Malaysia," International Business Research, Canadian Center of Science and Education, vol. 16(3), pages 1-1, March.
    6. Yung-Tsan Jou & Klint Allen Mariñas & Charmine Sheena Saflor & Don Adonis Bernabe & Jhon Raymond Casuncad & Karen Geronimo & Jerson Mabbagu & Felicitty Sales & Kim Aaron Verceles, 2024. "Assessing the Community Perception in San Jose, Occidental Mindoro, of Proper Waste Disposal: A Structural Equation Modeling Approach," Sustainability, MDPI, vol. 16(3), pages 1-23, January.
    7. Cristel Joy G. Cayaban & Yogi Tri Prasetyo & Satria Fadil Persada & Rianina D. Borres & Ma. Janice J. Gumasing & Reny Nadlifatin, 2023. "The Influence of Social Media and Sustainability Advocacy on the Purchase Intention of Filipino Consumers in Fast Fashion," Sustainability, MDPI, vol. 15(11), pages 1-20, May.

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