Intention to purchase wellbeing food among Korean consumers: An application of the Theory of Planned Behavior

Addressing concerns about sustainability and animal welfare: Investigating consumers' adoption and behavioral intention towards plant-based eggs

This study aimed to address the concerns regarding sustainability and animal welfare that have led to egg shortages. By examining consumer adoption and purchase intention towards plant-based eggs as a viable alternative, this study identifies the key factors influencing consumer interest. The study integrates the Theory of Planned Behavior (TPB) and Value-Attitude-Behavior (VAB) frameworks. Data from 239 responses were collected through a questionnaire survey and analyzed using SPSS 27.0 and AMOS 28.0. The results highlight the significant impact of intrinsic food value and sensory appeal on purchase intention. Attitude, subjective norms, and perceived behavioral control mediate the relationship between food value and purchase intention. The findings of this study provide valuable insights for food industry professionals by enabling them to develop targeted strategies. Moreover, this study emphasizes plant-based eggs as a sustainable and health-conscious solution to egg shortages, thereby promoting overall industry sustainability.

The Theory of Planned Behavior and Antecedents of Attitude toward Bee Propolis Products Using a Structural Equation Model

This work examines consumers' perceptions of products containing bee propolis using the theory of planned behavior as a theoretical foundation. As antecedents of attitude, this work employs price fairness, healthiness, eco-friendliness, and ease of use. A survey was issued to participants who had experience using bee propolis products and who were recruited using the Clickworker platform service. In total, 305 valid observations were collected for analysis. This study used a maximum likelihood-based structural equation model to test the research hypotheses and find that price fairness, healthiness, eco-friendliness, and ease of use positively affected attitude. Moreover, the intention to use is positively impacted by attitude, subjective norms, and behavioral control. This research contributes to the literature by demonstrating the explanatory power of the theory of planned behavior with respect to bee propolis products.

Low Carbon Sustainable Diet Choices-An Analysis of the Driving Factors behind Plant-Based Egg Purchasing Behavior

In the face of escalating climate change, environmental pollution, and global crises, plant-based eggs are a viable solution for environmental conservation and health promotion. This study uses an integrated framework combining value-belief-norm (VBN) theory and the Theory of Planned Behavior (TPB) to explore the factors influencing Taiwanese consumers' inclination towards plant-based eggs. Through convenience sampling, 417 questionnaires were issued and 387 valid responses were received, indicating a 92.8% valid response rate. The analysis indicates that consumers' biospheric and altruistic values significantly enhance their awareness of outcomes, which, coupled with their sense of responsibility, strengthens personal norms. From the TPB perspective, perceived behavioral control is identified as a critical driver of the intention to purchase plant-based eggs, with attitudes and subjective norms playing significant roles. Subjective norms positively impact personal norms, thereby influencing consumers' behavioral intentions. The findings confirm the integrated model's theoretical and practical validity, and offer valuable insights for businesses. By developing adept marketing strategies that consider market dynamics, this study enhances the effectiveness and value of marketing efforts by boosting consumers' engagement with plant-based eggs. These insights contribute to advancing environmental sustainability goals.

Does knowledge and concern regarding food supplement safety affect the behavioral intention of consumers? An experimental study on the theory of reasoned action

In recent years, health crises have led consumers to make more frequent purchases of food supplements. The global food supplement market, which reached $61.20 billion in 2020, is estimated to reach $163.12 billion by 2022 and $350.96 billion by 2032. However, many consumers still have concerns about the safety of food supplements. Within the scope of the research, firstly, the health consciousness (HC) level of food supplement consumers was determined. Secondly, food safety knowledge (FSK) and food safety concerns (FSCs) were measured. Thirdly, consumers' attitudes (ATUs), subjective norms (SNs), and behavioral intentions (BIs) toward food supplements were determined within the scope of the theory of reasoned action. The study used a convenient sampling, and 327 participants were included in the sample population. The data for the analysis was collected using the online survey method in the third quarter of 2023. The relationships between hypothesized items in the structural model were tested using the Smart-PLS. The validity and reliability of the measurement model were evaluated at the start of the structural equation modelling approach using confirmatory factor analysis (CFA). Regression analyses were performed in the structural model phase to evaluate overall fit and suggested relationships by way of the Smart-PLS. In light of the findings, it was determined that the interaction between HC and ATU was mediated by FSK, and the interaction between HC and the SN was mediated by FSK. Consequently, this research presents a variety of theoretical and practical implications to give clues for consumers' health regarding food supplement consumption.

Do Brazilian consumers intend to use food labels to make healthy food choices? An assessment before the front-of-package labelling policy

Front-of-package labelling is a measure that can facilitate consumption of healthier foods. This study examined the predictors of consumers' intentions to use food labelling to make healthy food choices and prevent non-communicable diseases before the implementation of the front-of-package labelling policy in Brazil. An extended theory of planned behaviour incorporating knowledge and food literacy served as the theoretical foundation. First, experts (n = 6) and the target population (n = 30) validated the questionnaire, and the validation data were analysed using content validity coefficients (CVC). An online questionnaire was administered to 783 participants, and data were collected between May and October 2022. Partial least squares structural equation modelling (PLS-SEM) was used to test the prediction hypothesis. The questionnaire showed adequate content validity, with all indicators of CVC ≥ 0.75. In the PLS-SEM attitudes (p < 0.001), subjective norms (p < 0.001), knowledge (p < 0.001), and food literacy (p < 0.001) positively predicted the intention to use food labels to make healthy food choices, confirming the main hypothesis. Also, Food literacy and knowledge predicted all constructs of the theory of planned behaviour (p < 0.001). The results highlight the importance of providing nutritional knowledge and food literacy, developing nutritional skills and abilities to encourage consumers to make healthy food choices, and to strengthen other policies such as front-of-package labelling.

Evaluating factors influencing customers' intention to eat Korean cuisine "Samgyeopsal" in the Philippines: A structural equation model forest classifier approach

Samgyeopsal has become a widely popular cuisine in the Philippines since 2014. The rise of Samgyeopsal is evident worldwide as it is available in countries such as the United States, Northern, and Southern Asia. This study aimed to explore the intention to eat Samgyeopsal during the COVID-19 pandemic utilizing structural equation modeling and random forest classifier. With a total of 1014 responses collected online, the result showed that utilitarian and hedonic motivation, Korean influence, and attitude led to very high actual behavior in east Samgyeopsal in the Philippines. Moreover, subjective norm, perceived behavioral control, and intention led to significant results influencing intention to actual behavior. Lastly, the COVID-19 safety protocol showed the least significant result. This study is the first study that evaluated the intention of consumers to eat Samgyeopsal in the Philippines during the COVID-19 pandemic. The results of this study would be beneficial to Korean BBQ restaurateurs and the further development of their marketing strategies even in other countries. Finally, the model construct of this study can be extended and applied in evaluating the consumers' eating intention toward other varieties of food or cuisines worldwide.

The impact of perceived risk of online takeout packaging and the moderating role of educational level

With the rapid development of e-commerce and the impact of COVID-19, online takeout has become the first choice of more and more consumers. Previous research has indicated that food packaging is of great significance to marketing performance, yet very little is known about the mechanisms through which food packaging pollution risk affects online takeout consumption. This study proposes an expanded model of the Theory of Planned Behavior (TPB) by incorporating the Concept of Perceived Risk (CPR) to analyze the mechanism of consumers' packaging pollution risk perception (PPRP) on their purchasing intention toward online takeout. Online survey was performed to collect data from 336 valid respondents in China, which was analyzed using structural equation modeling. The research findings verify the effectiveness of the TPB in the context of Chinese online takeout. Notably, the PPRP of online takeout was found to have a significant negative impact on consumers' attitudes, subjective norms, and perceived behavioral control (PBC). It was also confirmed that consumers' attitudes, subjective norms, and PBC regarding online takeout partially mediate the negative relationship between PPRP and purchase intention. In addition, the findings corroborate the granular nuances among three groups concerning consumers' education level. The results do not only provide suggestions to the online takeout industry but also contribute theoretical value and practical significance for the improvement of sustainable food consumption.

Assessing psychological factors on farmers' intention to apply organic manure: an application of extended theory of planned behavior

Different from the previous studies on social and economic impacts, this study focused on the assessment of psychological factors on farmers' application of organic manure. We explored the psychological evaluation based on the extended theory of planned behavior (TPB), which consists of attitude (AT), perceived behavior control (PBC), subjective norm, moral norm (MN), environmental risk perception (ERP), and perceived policy effectiveness (PPE). Further, we explored the moderating effects of PPE. We studied 235 tea growers in China to verify the model and analyzed the psychological factors in their decisions regarding organic manure application. The results showed that by incorporating psychological factors, such as MN, ERP, and PPE, the extended TPB's ability to explain farmers' intention to apply organic manure increased by 6%. The results also confirmed that psychological factors (ERP, PPE, AT, PBC, and MN) positively influenced farmers' inclination to use organic manure. Finally, PPE was found to have a negative mediating effect on attitude and intention. Given the influence of these psychological factors (PBC, ERP, and PPE), we discovered that increasing the policy publicity, raising the policy subsidy, and promoting the popularization of sustainable agriculture and environmental awareness, are essential to encourage farmers' utilization of organic manure.

Path relationship of consumers' perceived susceptibility and severity of health problems with their purchase of buckwheat functional foods in China

Although the nutritional and health benefits of buckwheat foods have been widely discussed and evaluated, studies on consumer perceptions of the health benefits of buckwheat functional foods and how these perceived benefits influence their consumption are scarce. On the basis of the theory of planned behavior, this study aimed to explore consumers' purchase intention and behavior toward buckwheat functional foods while assessing the impact of their perceived susceptibility and severity of health concerns on the purchase decisions for such foods. Using data from 1077 participants collected in person from Southwest China, we compared the influencing factors between consumer groups based on whether they were aware of the nutritive and health benefits of buckwheat. The results indicated that, apart from consumers' perceived behavioral control, their perceived susceptibility and perceived severity of three selected common health problems, perceived value and efficacy of buckwheat, and subjective norms were strong predictors of consumers' purchase decisions. Moreover, perceived susceptibility and severity were effective antecedents of the perceived value and efficacy of buckwheat, respectively. Consumers aware of buckwheat's nutritive and health benefits of buckwheat were less affected by perceived efficacy. This study highlights that the higher the susceptibility to the three selected common health problems, the greater the internal and behavioral changes toward the purchase of buckwheat functional foods. These findings reveal factors affecting consumers' healthy eating beliefs, which can be beneficial for both policymakers and marketers in formulating healthy diet policies and strategies in developing countries.

Consumer intention towards the phosphate-reduced processed meat products using the extended theory of planned behaviour

Phosphates are essential for maintaining various quality attributes of processed meat products such as water-binding properties, texture and sensory properties and their removal would drastically change the products' technical and sensory qualities. Currently, meat industries are faced with the challenge of removing phosphates to address the consumers' demand to remove the negatively perceived synthetic additives from processed meat products. This study measured these consumers' purchase intention of phosphate-reduced processed meat products with different quality, using the extended theory of planned behaviour (TPB). An online survey was conducted among the consumers (n = 548) of the Republic of Ireland (ROI) to predict their knowledge and attitude towards phosphate additives. Analysis of the survey responses showed that about two-third of the participants consumed processed meat products 5-6 times per week. The results of multiple linear regression showed that the theory constructs attitude, subjective norms, perceived health risks significantly (P < 0.05) influenced the consumer behavioural intention whereas the perceived behavioural control (PBC) produced insignificant impacts. The results also revealed that the extended TPB model predicted the consumers' intention with better explanatory power (adjusted R² = 0.46) than the original TPB model. In conclusion, various recommendations and implications were developed based on the results to improve the consumers' purchase intention of these products.

Environmental, Health or Social Impacts? Investigating Ethical Food Consumption Behavior in the Case of Palm Oil-Free Foods

Environmental consciousness, health consciousness, social consciousness—today, all three terms have become buzzwords that influence food consumer behavior and reach many consumers. A number of consumer trends have emerged, which manufacturers have responded to, giving consumers the opportunity to make purchasing decisions that reflect any or all of these three buzzwords. In the context of palm oil, all three of these buzzwords may be associated with a consumer-perceived problem. They may be aware of the social (e.g., child labor), environmental (e.g., burning of rainforests) or potential health impacts communicated by the media. Today, more and more products claim to be palm oil free. Related to this the main question of the research is “why do consumers choose palm oil-free foods?” The results of our model using the theory of planned behavior show that the factor most influencing purchase intention is consumer attitude towards palm oil. The only significant effect on this factor is the environmental impact. Neither the perceived health-, nor the social effect had a significant effect on shaping attitudes among the respondents. A further result of the model is that perceived behavioral control only directly affects actual behavior, but does not influence intention, indicating that although there is a possibility for respondents to purchase palm oil-free products, it was not necessarily a conscious, intentional purchase.

Factors influencing physician's behavioral intention to use Traditional Chinese Medicine to treat coronavirus disease 2019 based on the theory of planned behavior

OBJECTIVE

To explore the factors influencing physicians' intentions to use Traditional Chinese Medicine (TCM) to treat coronavirus disease 2019 (COVID-19).

METHODS

A cross-sectional, self-report online survey was conducted from March 16, 2020, to April 2, 2020, in China. Participants were recruited through convenience and snowball sampling. Data were collected by using a self-designed questionnaire based on the Theory of Planned Behavior. Structural equation modeling was used for data analysis.

RESULTS

A total of 494 physicians were enrolled in this study. Overall, the model explained 75.4% and 75.5% of the total variance in intention and attitude, respectively. Specifically, attitudes (β = 0.467, P < 0.001), past behavior (β = 0.384, P < 0.05), subjective norms (SN) (β = 0.177, P < 0.001), and perceived behavioral control (PBC) (β = 0.133, P < 0.05) significantly affected physicians' intention to use TCM. Cognition (β = 0.606, P < 0.001) and PBC (β = 0.569, P < 0.01) significantly influenced physicians' attitudes toward using TCM. SN (β = 0.064, P = 0.263) was not a factor affecting attitude.

CONCLUSION

Physicians' intention to use TCM was significantly associated with attitude, past behavior, PBC, and SN. The findings may not only be useful for understanding the influencing factors and paths of physicians' intention to use TCM to treat COVID-19 but also provide a reference for health authorities and policymakers to promote physicians to utilize TCM.

The Nexuses Between Social Media Marketing Activities and Consumers' Engagement Behaviour: A Two-Wave Time-Lagged Study

This study examined how social media marketing activities (SMMA) influence consumers' engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers' engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers' engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.

The Role of Beliefs, Pride, and Perceived Barriers in Decision-Making Regarding Purchasing Value-Added Pulse Products among US Consumers

This study explores the underlying psychological structure of purchasing value-added pulse products. It expands the theory of planned behavior (TPB) model by incorporating an emotional factor and explains consumers’ attitudes and subsequent behavioral intentions in the context of value-added pulse products (VAPPs). The study results showed the significant effect of pride on the purchase intention of value-added pulse products, as well as the moderating effect of perceived barriers on some of the relationships among the variables. Although value-added pulse products are emerging as a means of income maximization in the agri-food industry, there is a lack of understanding about consumers who purchase these products. This study fills the gap by developing a research framework for agriculture-related businesses. The findings may provide further insights into consumers’ attitudes and behaviors in consuming agri-foods, thereby assisting pulse producers and marketers to develop a more effective marketing strategy.

The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM)

The purpose of this study is to investigate the role of negative electronic word-of-mouth (N-eWOM) messages on attitudes, subjective norms, perceived behavior control (PBC), and the intention to purchase sustainable dairy products. This study also investigates the moderating role of product sustainability claims to reduce the effect of N-eWOM on customers. It comprises two experiments on college students (n = 120; 90) who have at least two accounts on different social media platforms. We use both qualitative and quantitative techniques. The model was developed and tested on data collected from questionnaires. The results of Study 1 suggest that N-eWOM reduces purchase intentions, attitudes, subjective norms, and PBC. High N-eWOM reduces purchase intention more than the low N-eWOM. Study 2 found that with high N-eWOM, product sustainability claims (congruent or incongruent) moderate the effect of N-eWOM on attitudes, subjective norms, PBC, and purchase intention. Purchase intention is higher when a product sustainability claim is congruent. These novel findings contribute to our understanding of ways to mitigate the impact of N-eWOM by taking preventive actions, such as making product sustainability claims.

Smart Distribution Network Situation Awareness for High-Quality Operation and Maintenance: A Brief Review

In order to meet the requirements of high-tech enterprises for high power quality, high-quality operation and maintenance (O&M) in smart distribution networks (SDN) is becoming increasingly important. As a significant element in enhancing the high-quality O&M of SDN, situation awareness (SA) began to excite the significant interest of scholars and managers, especially after the integration of intermittent renewable energy into SDN. Specific to high-quality O&M, the paper decomposes SA into three stages: detection, comprehension, and projection. In this paper, the state-of-the-art knowledge of SND SA is discussed, a review of critical technologies is presented, and a five-layer visualization framework of the SDN SA is constructed. SA detection aims to improve the SDN observability, SA comprehension is associated with the SDN operating status, and SA projection pertains to the analysis of the future SDN situation. The paper can provide researchers and utility engineers with insights into the technical achievements, barriers, and future research directions of SDN SA.

The Impact of the Fear of COVID-19 on Purchase Behavior of Dietary Supplements: Integration of the Theory of Planned Behavior and the Protection Motivation Theory

This study aimed at assessing the impacts of the fear of COVID-19 on consumer buying behavior toward dietary supplements. This investigation was a cross-sectional study in which literate adults regardless of gender over the age of 20 were recruited from three pharmacies in three different districts of Wuhan City, China. A total of 598 questionnaires were analyzed after excluding 10 with incomplete information. The current study demonstrated that attitudes, subjective norms, and perceived behavioral control had a positive impact on the intention of purchasing dietary supplements. Fear of COVID-19 was related to an enhanced purchase intention toward dietary supplements. Attitudes, subjective norms, and perceived behavioral control were significant factors that mediated the association between the fear of COVID-19 and the purchase intention of dietary supplements. This study helps provide practical advice for stakeholders in the pharmaceutical and healthcare industries to tailor appropriate strategies for improving product promotion or healthcare-related interventions.

Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal

This study aims to segment Nepalese consumers based on the frequency of animal-based food intake and thereby the determinants of organic food purchasing behaviour to suggest possible marketing strategies for organic food suppliers. A face-to-face survey was conducted among Nepalese consumers (n = 527), underpinned by the theoretical framework, ‘theory of planned behaviour (TPB)’, and extended to include: knowledge, environmental concerns, health-consciousness, and background factors (socio-demographic and lifestyle characteristics). Three segments of consumer types were identified by employing k-means segmentation: All Low (n = 113), High Dairy (n = 246), and High Dairy and Meat (n = 168). A covariance-based structural equation modelling (CB-SEM) analysis indicated that perceived behavioural control (β = 0.438, p < 0.001) was the main predictor of organic food purchasing intention, followed by attitude (β = 0.302, p < 0.001), subjective norms (β = 0.300, p < 0.001), knowledge (β = 0.211, p < 0.001), and environmental concerns (β = 0.208, p < 0.001). Health-consciousness (β = −0.034, p = 0.374) showed no significant impact on organic food purchasing intention. Organic food purchasing intention had a strong positive impact on organic food purchasing behaviour. Socio-demographic and lifestyle characteristics were found to impact behavioural intention indirectly by their effects on attitude, subjective norms, perceived behavioural control, knowledge, and environmental concern. Income also had a direct impact on organic food purchasing behaviour. Further, consumers with a low intake of animal-based foods held positive attitudes towards organic food and had higher environmental concerns. The findings can be used to inform organic food producers and targeted marketing campaigns towards promoting organic food purchasing behaviour in Nepal and similar countries.

Exploring Chinese Consumers' Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic

The outbreak of COVID-19 has significantly increased consumers' demands for online groceries, as well as healthy, safe, and better-quality food products. In China, certified food products are commonly perceived as safe and good-quality products. Therefore, this study investigated potential factors that influenced Chinese consumers' online shopping intentions toward certified food during the COVID-19 crisis. An integrated model was proposed by combining the technology acceptance model (TAM) and the theory of planned behaviour (TPB) with the impact of COVID-19 (IOC). The empirical results of structural equation modelling analysis with 491 usable responses revealed that the proposed model showed a good model fit and satisfactory explanatory power (R2 = 53%) regarding consumers' certified online food shopping intentions during the pandemic. The path analysis demonstrated that attitude, perceived behavioural control, perceived usefulness (PU), and IOC significantly affected consumers' online purchase intentions of certified food. PU and perceived ease of use (PEOU) were important drivers of attitudes, and PEOU significantly influenced PU. Moreover, the IOC was significantly related to most factors, except subjective norms. These findings can be useful for detecting changes in consumer behaviour, and providing suitable strategic implications for stakeholders in the Chinese certified food sector during the current and post-pandemic eras.

Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior

The present research aims to determine which factors of the theory of planned behavior most influence the intention to watch Mexican movies, and, at the same time, to measure the impact of eWOM and the level of audience involvement in the intention. For this purpose, an online questionnaire was applied through social networks, obtaining a sample of 334 Mexican people over 18 years old. The data were analyzed using a partial least squares structural equation model (PLS-SEM). The results confirmed that the variables that explained the intention to watch Mexican movies were attitude, perceived purchase control, and involvement, with the latter being the attitude variable the one that contributed the most to intention. The present research contributes to the literature on movie consumption in Mexico with an empirical perspective from the marketing field.

Food Consumption Behavior of Pakistani Students Living in China: The Role of Food Safety and Health Consciousness in the Wake of Coronavirus Disease 2019 Pandemic

The emergence of coronavirus disease 2019 (COVID-19) has considerably changed global food production, processing, and consumption at different levels. Sojourners are among those who have experienced a higher level of food insecurity during the crisis of the COVID-19 outbreak. The current research aimed to investigate the immediate consumption behavioral intentions of the Pakistani international students in the People's Republic of China (PRC) during the wake of COVID-19 pandemic. This study applied the Theory of Planned Behavior (TPB) and background factors of food safety and health consciousness that influence the consumption behavioral intention of Pakistani students toward unfamiliar local food in China. A relational model was analyzed where food safety and health consciousness were hypothesized to serve as background variables associated with TPB components. Moreover, the indirect effects of food safety and health consciousness on behavioral intentions were assessed. The data were collected through convenience samples from 462 Pakistani international students and were analyzed through partial least square structural equation modeling (PLS-SEM). The results confirmed that food safety and health consciousness were positively associated with attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC). However, food safety and health consciousness were indirectly associated with the behavioral intention only through ATT and SN. The results highlighted the role of food safety and health consciousness as important antecedents of classical TPB components that affect intentions and behaviors to avoid unfamiliar local food in a migrated context. The present study provides enlightenment to those who aim to investigate the consumption behavioral intentions of sojourners in the wake of the pandemic situation based on food safety and health consciousness. The findings of the current study are also applicable to general consumption patterns in the food sector.

Explaining Consumer Intentions for Foods with Antioxidant Properties: Predictors of Choice and Purchase Barriers

Today, food products not only should serve the source of main nourishment but also must minimize the risk of negative impact on the human body. Products enriched with antioxidants can be referred to such category. For food producers, the development of products “for health” is usually connected with significant investment, whereas the final success of innovative products does not always meet the expectations. The greatest part of such products is withdrawn from the market during the first year. It is important for manufacturers to learn consumer behavior in order to ensure sale growth and a stable market position. The purpose of this study was to study consumer reception of products containing antioxidants. (It is important to conduct market research to identify the needs of buyers in order to maintain a stable position in the market. In order to study this issue, we analyzed the consumer perception of foods with antioxidant properties.) We studied the consumer perception of products with antioxidant properties with regard to choice predictors and barriers for purchasing, which finally determine the success of the product on the market. For this purpose, we conducted a survey of 721 consumers of the South Urals. The results of the statistical analysis done with the help of SPSS proved that South Ural consumers in general are ready to purchase products containing antioxidants. Besides, producers must bring information concerning the real value of the product and win the consumer trust and confidence as far as these are the main predictors determining the choice for purchasing the products containing antioxidants. Misunderstanding of the role antioxidants play in the human body may lead to perception of risk concerning consumption of such products and rejection of the purchase.

Impact of a Banning Indoor Dining Policy on Restaurant Avoidance Behavior during the COVID-19 Outbreak

The coronavirus disease 2019 (COVID-19) is spreading around the world, and Taiwan is no exception. Faced with the outbreak of the epidemic, the Taiwan government immediately ordered a policy banning indoor dining. The main purpose of the present research is to extend a Theory of Planned Behavior (TPB) theoretical framework to explore the public perception toward banning indoor dining policy on restaurant avoidance behavior during the COVID-19 outbreak. An online survey was administered in Taiwan during the COVID-19 pandemic from 25 May to 8 June 2021; a total of 326 responses were collected by a convenience sampling method, and partial least square (PLS) analysis was deployed to examine the hypothesized relationships. The results showed that perception toward banning indoor dining policy had independent significant associations with attitude, perceived behavioral control, and restaurant avoidance behavior. Moreover, attitude, perceived behavioral control, and subjective norm had independent significant associations with restaurant avoidance behavior. This study provides theoretical and practical insights into the psychological and behavioral processes involved in policy by the general public during the COVID-19 pandemic, thus helping policymakers to better understand public opinion and responses to policy issues.

Intentions to Consume Sustainably Produced Fish: The Moderator Effects of Involvement and Environmental Awareness

The purpose of this study is to apply the conceptual framework of the theory of planned behavior (TPB) to explain the consumption of sustainable produced fish in Sweden. We seek to understand the moderating role of food product involvement and environmental awareness as extensions of traditional constructs such as attitudes, social norms, and perceived behavioral control. The data were derived from a representative sample of 1974 Swedish consumers. Structural equation modeling was applied to test the relationships between constructs and evaluate the reliability and the validity of the constructs. Attitudes had a significantly positive effect on intention to consume fish in general and sustainably produced fish in particular. Social norms had significantly positive effect on intention to consume fish in general, but no effect on intention to consume sustainably produced fish. Behavioral control had no effect on behavioral intention. Interestingly, involvement negatively moderated the effect of attitudes on both intention to consume more fish and to consume more sustainably produced fish. Environmental awareness also negatively moderated the effect of attitudes on intention to consume more sustainably produced fish. It seems that attempts to create food product involvement and environmental awareness among consumers may have the opposite effect—a boomerang effect—than what conventional wisdom and much of the research on fish consumption indicates. Theoretical and practical implications of the findings are discussed.