IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i13p8050-d853700.html
   My bibliography  Save this article

Influences of Green Eating Behaviors Underlying the Extended Theory of Planned Behavior: A Study of Market Segmentation and Purchase Intention

Author

Listed:
  • Sasichakorn Wongsaichia

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Phaninee Naruetharadhol

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Johannes Schrank

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Premchai Phoomsom

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Kanjakhon Sirisoonthonkul

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Vorrapol Paiyasen

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Sedthawut Srichaingwang

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Chavis Ketkaew

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

Abstract

Green food has been introduced into the market for several years. Nevertheless, most Thai consumers do not commonly purchase green food in their daily routine. This research article aims to identify the market segments and significant factors affecting green food purchase intention in Thailand based on the theory of planned behavior. It employed a sample of 458 green food consumers in five regions of Thailand. Based on the Food-Related Lifestyle model, we used cluster analysis to classify the market segments. Additionally, we employed a multi-group structural equation modeling technique to explore and compare customers’ behaviors in different segments. The results demonstrated two primary market segments for green food products, including (1) non-green consumers and (2) green consumers. The findings indicate that green consumers’ self-realization related to environmental issues positively affects their attitude and purchase intention, while non-green consumers reveal none of these relationships. Surprisingly, social norms related to green food consumption influence non-green consumers’ attitudes toward green food more than it does toward green consumers. This research paper enlarges the understanding of Thailand’s green food market regarding the market segments (non-green and green consumers). Furthermore, it points out implications on how marketing practitioners may penetrate those segments.

Suggested Citation

  • Sasichakorn Wongsaichia & Phaninee Naruetharadhol & Johannes Schrank & Premchai Phoomsom & Kanjakhon Sirisoonthonkul & Vorrapol Paiyasen & Sedthawut Srichaingwang & Chavis Ketkaew, 2022. "Influences of Green Eating Behaviors Underlying the Extended Theory of Planned Behavior: A Study of Market Segmentation and Purchase Intention," Sustainability, MDPI, vol. 14(13), pages 1-20, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:13:p:8050-:d:853700
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/13/8050/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/13/8050/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Chavis Ketkaew & Chutima Sukitprapanon & Phaninee Naruetharadhol, 2020. "Association between retirement behavior and financial goals: A comparison between urban and rural citizens in China," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1739495-173, January.
    4. Esben Rahbek Pedersen & Peter Neergaard, 2006. "Caveat emptor – let the buyer beware! environmental labelling and the limitations of ‘green’ consumerism," Business Strategy and the Environment, Wiley Blackwell, vol. 15(1), pages 15-29, January.
    5. Hamed Taherdoost & Shamsul Sahibuddin & Neda Jalaliyoon, 2014. "Exploratory Factor Analysis; Concepts and Theory," Post-Print hal-02557344, HAL.
    6. Naveed Ahmed & Cai Li & Asadullah Khan & Sikandar Ali Qalati & Shumaila Naz & Faisal Rana, 2021. "Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 64(5), pages 796-822, April.
    7. Ricci, Elena Claire & Banterle, Alessandro & Stranieri, Stefanella, 2018. "Trust to Go Green: An Exploration of Consumer Intentions for Eco-friendly Convenience Food," Ecological Economics, Elsevier, vol. 148(C), pages 54-65.
    8. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
    9. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wutthiya Aekthanate Srisathan & Sasichakorn Wongsaichia & Nathateenee Gebsombut & Phaninee Naruetharadhol & Chavis Ketkaew, 2023. "The Green-Awakening Customer Attitudes towards Buying Green Products on an Online Platform in Thailand: The Multigroup Moderation Effects of Age, Gender, and Income," Sustainability, MDPI, vol. 15(3), pages 1-30, January.
    2. Teerapong Pienwisetkaew & Peerapong Wongthahan & Phaninee Naruetharadhol & Sasichakorn Wongsaichia & Chonnipa Vonganunsuntree & Siraphat Padthar & Santi Nee & Ping He & Chavis Ketkaew, 2022. "Consumers’ Intention to Purchase Functional Non-Dairy Milk and Gender-Based Market Segmentation," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    3. Johannes Schrank & Aphinya Hanchai & Sahapob Thongsalab & Narakorn Sawaddee & Kirana Chanrattanagorn & Chavis Ketkaew, 2023. "Factors of Food Waste Reduction Underlying the Extended Theory of Planned Behavior: A Study of Consumer Behavior towards the Intention to Reduce Food Waste," Resources, MDPI, vol. 12(8), pages 1-17, August.
    4. Qi Yang & Yuejuan Hou & Haoran Wei & Tingqiang Chen & Jining Wang, 2022. "Nonlinear Diffusion Evolution Model of Unethical Behavior among Green Food Enterprise," Sustainability, MDPI, vol. 14(23), pages 1-22, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Teerapong Pienwisetkaew & Peerapong Wongthahan & Phaninee Naruetharadhol & Sasichakorn Wongsaichia & Chonnipa Vonganunsuntree & Siraphat Padthar & Santi Nee & Ping He & Chavis Ketkaew, 2022. "Consumers’ Intention to Purchase Functional Non-Dairy Milk and Gender-Based Market Segmentation," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    2. Han-Shen Chen & Chia-Hsing Liang & Shu-Yi Liao & Hung-Yu Kuo, 2020. "Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services," Sustainability, MDPI, vol. 12(23), pages 1-18, December.
    3. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    4. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. Meiwen Guo & Liang Wu & Cheng Ling Tan & Jun-Hwa Cheah & Yuhanis Abdul Aziz & Jianping Peng & Chun-Hung Chiu & Rongwei Ren, 2023. "The impact of perceived risk of online takeout packaging and the moderating role of educational level," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-18, December.
    6. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    7. Leslier Valenzuela-Fernández & Manuel Escobar-Farfán & Mauricio Guerra-Velásquez & Elizabeth Emperatriz García-Salirrosas, 2023. "COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries," IJERPH, MDPI, vol. 20(4), pages 1-21, February.
    8. Sadiq, Muhammad Ahsan & Rajeswari, Balasundaram & Ansari, Lubna & Danish Kirmani, Mohd, 2021. "The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Patel, Jayesh D. & Trivedi, Rohit H. & Yagnik, Arpan, 2020. "Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    10. Haj-Salem, Narjes & Ishaq, Muhammad Ishtiaq & Raza, Ali, 2022. "How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    11. Mausam Budhathoki & Sujita Pandey, 2021. "Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    12. Alzubaidi, Hawazin & Slade, Emma L. & Dwivedi, Yogesh K., 2021. "Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness," Journal of Business Research, Elsevier, vol. 122(C), pages 685-699.
    13. Wei Zheng & Hongliang Qiu & Alastair M. Morrison, 2023. "Applying a Combination of SEM and fsQCA to Predict Tourist Resource-Saving Behavioral Intentions in Rural Tourism: An Extension of the Theory of Planned Behavior," IJERPH, MDPI, vol. 20(2), pages 1-23, January.
    14. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    15. repec:dgr:rugsom:04f04 is not listed on IDEAS
    16. Tuğba Yeğin & Muhammad Ikram, 2022. "Analysis of Consumers’ Electric Vehicle Purchase Intentions: An Expansion of the Theory of Planned Behavior," Sustainability, MDPI, vol. 14(19), pages 1-27, September.
    17. Danilo Bertoni & Daniele Cavicchioli & Franco Donzelli & Giovanni Ferrazzi & Dario G. Frisio & Roberto Pretolani & Elena Claire Ricci & Vera Ventura, 2018. "Recent Contributions of Agricultural Economics Research in the Field of Sustainable Development," Agriculture, MDPI, vol. 8(12), pages 1-20, December.
    18. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    19. Menrad, K. & Emberger-Klein, A. & Schops, J., 2018. "Factors influencing consumers behavioral intention towards climate-friendly food consumption in Southern Germany," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277108, International Association of Agricultural Economists.
    20. Yu Hao & Yingting Wang & Qiuwei Wu & Shiwei Sun & Weilu Wang & Menglin Cui, 2020. "What affects residents' participation in the circular economy for sustainable development? Evidence from China," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1251-1268, September.
    21. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:13:p:8050-:d:853700. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.