Consumer Self-Confidence in Green Foods: An Investigation of the Role of Ecolabels Using the Theory of Planned Behavior and Market Segmentation. Issue 5 (20th October 2022)

• Record Type: Journal Article
• Authors: D'Souza, Clare; Taghian, Mehdi; Apaolaza, Vanessa; Hartmann, Patrick; Brouwer, Anne; Chowdhury, Belal
• Is Part Of: Journal of international food & agribusiness marketing. Volume 34:Issue 5(2022)
• Page Start: 457
• Page End: 487
• Publication Date: 2022-10-20
• Subjects: Attitudes -- consumer segmentation -- consumer self-confidence -- eco-label -- PBC -- social norms -- the theory of planned behavior; Food supply -- Periodicals; Food -- Marketing -- Periodicals; Food industry and trade -- Periodicals; 338.10688
• DOI: 10.1080/08974438.2021.1901826
• Languages: English
• ISSNs: 0897-4438

Abstract

Abstract: The research proposes a model based on the theory of planned behavior to examine the relationships on self-confidence with green foods, green consumer attitude, perceived behavioral control, social norms, label knowledge, and eco-labeling. Attitudes, social norms, and PBC were found to be significant Ecolabels mediate the relationship between attitudes and consumer self-confidence, while attitudes were found to mediate between label knowledge and intention to use ecolabels. The study contributes to a wider explanation of the impact of these contextual variables for eco-labels and provides support for both theory and practice that facilitate insights for business practitioners, policymakers, and consumer behavior theorists.