Applying an extended theory of planned behavior to examine state-branded food product purchase behavior: The moderating effect of gender. Issue 4 (3rd July 2020)

• Record Type: Journal Article
• Authors: Shin, Yeon Ho; Jung, Seung Eun; Im, Jinyoung; Severt, Kimberly
• Is Part Of: Journal of foodservice business research. Volume 23:Issue 4(2020)
• Page Start: 358
• Page End: 375
• Publication Date: 2020-07-03
• Subjects: State branding -- the theory of planned behavior -- gender moderating effects -- local food; Food service -- Marketing -- Periodicals; Restaurants -- Marketing -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; 381.456479505
• DOI: 10.1080/15378020.2020.1770043
• Languages: English
• ISSNs: 1537-8020

Abstract

ABSTRACT: The purpose of this study was to use an extended model of the theory of planned behavior to investigate the antecedents which lead to consumers' purchase of state-branded food products. Relationships among attitude, subjective norm, perceived behavioral control, health-consciousness, intention to purchase, and actual purchase were examined. In addition, the moderating role of gender on consumer purchasing was assessed. The hypothetical model was empirically tested using data collected via Amazon Mechanical Turk (Mturk). Results implicated that consumers' attitude, subjective norm, and perceived behavioral control of purchasing state-branded products significantly predicted their intention to purchase, and consumers' intention to purchase significantly predicted their actual purchase of state-branded products. The relationship between health-consciousness and intention to purchase, however, was not found. Gender differences were found only between consumers' perceived behavioral control of state-branded purchasing and their intention to purchase. Implications for marketers, farmers, and restaurant owners are provided.