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Analyze The importance of The Theory of Planned Behavior in shaping The Purchase of Green Food Products

In: Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)

Author

Listed:
  • Widya Prananta

    (Universitas Negeri Semarang, Management)

  • Angga Pandu Wijaya

    (Universitas Negeri Semarang, Management)

  • Bogy Febriatmoko

    (Universitas Negeri Semarang, Management)

Abstract

Awareness of the processes occurring in the global economy changes market entities’ perceptions of production, consumption, products and marketing. Consumers’ switch to environmentally friendly products can help minimize adverse environmental impacts and health benefits. Consumers buy organic food because they think it is safer than conventional food. This research aims to explore the influence of social norms on the intention to purchase environmentally friendly food products which is mediated by trust in environmentally friendly food products. The Theory of Planned Behavior (TBP) establishes a theoretical framework for predicting and understanding consumer behavior. This theory implies that consumer behavior is a clear expression of their intentions. Quantitative research methods were used to collect data from samples selected in a representative manner from the population of the city of Semarang. The sample for this research is consumers who use environmentally friendly food products in the Semarang city, obtained through screening questions. A total of 100 respondents were involved in this research. The data obtained will be tested using PLS SEM. The research results are useful for how important Social Norms are in forming beliefs and intentions to purchase environmentally friendly food products.

Suggested Citation

  • Widya Prananta & Angga Pandu Wijaya & Bogy Febriatmoko, 2024. "Analyze The importance of The Theory of Planned Behavior in shaping The Purchase of Green Food Products," Advances in Economics, Business and Management Research, in: Kris Brantas Abiprayu & Avi Budi Setiawan (ed.), Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24), pages 725-735, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-522-5_55
    DOI: 10.2991/978-94-6463-522-5_55
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