Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase. Issue 4 (1st October 2016)

• Record Type: Journal Article
• Authors: Shin, Yeon Ho; Hancer, Murat; Song, Ji Hoon
• Is Part Of: Journal of international food & agribusiness marketing. Volume 28:Issue 4(2016)
• Page Start: 330
• Page End: 345
• Publication Date: 2016-10-01
• Subjects: Local food -- self-congruity -- structural equation modeling -- theory of planned behavior; Food supply -- Periodicals; Food -- Marketing -- Periodicals; Food industry and trade -- Periodicals; 338.10688
• DOI: 10.1080/08974438.2016.1145612
• Languages: English
• ISSNs: 0897-4438

Abstract

ABSTRACT: The primary purpose of this study is to investigate antecedents to behaviors associated with purchasing local food by using the extended theory of planned behavior with additional considerations of self-congruity theory. Structural equation modeling was conducted to examine direct and indirect effects of attitude, subjective norms, perceived behavioral controls, intention, and self-congruity on local food purchases. Overall, purchasing local food was found to be a multifaceted and dynamic decision-making process. In addition, self-congruity was found to impact consumers' local food purchase directly and indirectly, indicating that it was a meaningful addition to the theory of planned behavior model.