_.gif)
_.gif)
Analysis of Factors Influencing Consumer Behavior on Plant-Based Foods Products through Theory of Planned Behavior and Green Marketing Approach
Abstract
Plant-based foods in Indonesia have become a concern in recent years. This study explores the factors that influence consumer intentions and behavior towards plant-based food products in Indonesia by conducting an empirical study on Green Rebel, one of the brand and manufacturer of plant-based foods in Indonesia. The conceptual model used in this study uses the standard theory of planned behavior model. This study adds the green marketing variable as a new variable in addition to the relationship between attitudes, subjective norms, and perceptions of behavioral control, intentions and behavior so that there is a novelty in this study. Behavioral intention is expected to mediate the relationship with actual behavior. This research was conducted on consumers of plant-based foods from Green Rebel with a total of 173 research subjects. Data analysis was performed using the partial least square quation model (PLS-SEM) method and analyzed using Smart PLS 4.0 software. The results of the study show that attitudes positively influence behavioral intentions, as well as subjective norms, perceived behavioral control, and green marketing. The results also show that intention mediates the relationship between attitudes, subjective norms, behavior control, and green marketing with actual behavior. Green marketing directly has an influence on behavior without the need to be mediated by intention.
Keywords
Full Text:
PDFReferences
Ajzen, I., Fishbein, M., 1980. Understanding Attitudes and Predicting Social Behaviour. Prentice-Hall, Inc., Englewood Cliffs, NJ.
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In: Kuhl J., Beckmann J. (ed.) Action Control. Springer, Berlin, Heidelberg. pp. 11-39.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes. pp.179 211.
Ajzen, I. (2002). Perceived behavioural control, self-efficacy, locus of control, and the theory of planned behaviour. Journal of Applied Social Psychology, Vol. 32No. 4, pp. 665-683.
Ashraf, M. A., Joarder, M. H. R., & Ratan, S. R. A. (2019). Consumers’ anti-consumption behavior toward organic food purchase: an analysis using SEM. British Food Journal, 121(1), 104–122. https://doi.org/10.1108/BFJ-02-2018-0072.
Conner, M. (2020). Theory of Planned Behavior. Handbook of Sport Psychology, 1–18. https://doi.org/10.1002/9781119568124.ch1
Dangi, N., Narula, S. A., & Gupta, S. K. (2020). Influences on purchase intentions of organic food consumers in an emerging economy. Journal of Asia Business Studies, 14(5), 599–620. https://doi.org/10.1108/JABS-12-2019-0364
Dorce, L. C., da Silva, M. C., Mauad, J. R. C., de Faria Domingues, C. H., & Borges, J. A. R. (2021). Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits, perceived sustainability benefits and perceived price. Food Quality and Preference, 91(January). https://doi.org/10.1016/j.foodqual.2021.104191
Gahlot Sarkar, J., Sarkar, A., & Yadav, R. (2019). Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals. Young Consumers, 20(3), 190–207. https://doi.org/10.1108/YC-08-2018-0840
Geetika, Pandey, Shivendra K., Das, Gopal, 2017. Impact of Social Influence and Green Consumption Values on Purchase Intention of Organic Clothing: a Study on Collectivist Developing Economy. Global Business Review,18 (2), 478–492.
Gocer, A. and Sevil Oflaç, B. (2017). Understanding young consumers’ tendencies regarding eco-labeled products. Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 1, pp. 80-97.
Govender JP, Govender TL. (2016). The influence of green marketing on consumer purchase behavior. Enviromental Economics. 7(2): 77-85.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). In SAGE Publications,
Hair JF, Risher JJ, Sarstedt M, Ringle CM (2019) When to use and how to report the results of PLS-SEM. Eur. Bus. Rev. 31:2–24
Hasan, H. N., & Suciarto, S. (2020). The Influence of Attitude, Subjective Norm and Perceived Behavioral Control towards Organic Food Purchase Intention. Journal of Management and Business Environment (JMBE), 1(2), 132. https://doi.org/10.24167/jmbe.v1i2.2260
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Kopplin, C. S., & Rausch, T. M. (2022). Above and beyond meat: the role of consumers’ dietary behavior for the purchase of plant-based food substitutes. Review of Managerial Science, 16(5), 1335–1364. https://doi.org/10.1007/s11846-021-00480-x
Kumar, P., Chatli, M., Mehta, N., Singh, P., Malav, O., & Verma, A. K. (2017). Meat analogues: Health promising sustainable meat substitutes. Critical Reviews in Food Science Nutrition, 57(5), 923– 932.
Lai, C.K.M., Cheng, E.W.L., 2016. Green purchase behavior of undergraduate students in Hong Kong. Journal of Social Science. 53 (1), 67–76.
Lin, J., Lobo, A., Leckie, C., 2017. The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing Consumer Service, 35, 133–141.
Malav, O. P., Talukder, S., Gokulakrishnan, P., & Chand, S. (2015). Meat analog: A review. Critical Reviews in Food Science Nutrition, 55(9), 1241–1245
Mousel, T., & Tang, X. (2016). Analysis of Consumer Behavior Towards Plant- Based Meat and Dairy Alternatives Market in Sweden. Appetite, 2, 370–373. https://linkinghub.elsevier.com/retrieve/pii/B9780081005965220751%0Ahttp://dx.doi.org/10.1016/B978-0-12-803968-7.00011 3%0Ahttps://doi.org/10.1016/j.appet.2018.01.004
Nguyen, Hoang Viet, Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. International Journal of Environmental Research and Public Health, 16(6). https://doi.org/10.3390/ijerph16061037
Nguyen, Hung Vu, Nguyen, C. H., & Hoang, T. T. B. (2019). Green consumption: Closing the intention-behavior gap. Sustainable Development, 27(1), 118–129. https://doi.org/10.1002/sd.1875
Paco, A. do, Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal of Cleaner Production, 207, 998–1006. https://doi.org/10.1016/j.jclepro.2018.10.105
Paul, Justin, Modi, Aswin, Patel, Jayesh, 2015. Predicting green product consumption using theory of planned behavior and reasoned action. Journal Retailing Consumer Sevices. http://dx.doi.org/10.1016/J.JRETCONSER.2015.11.006.
Photcharoen, C., Chung, R., & Sann, R. (2020). Modelling Theory of Planned Behavior on Health Concern and Health Knowledge towards Purchase Intention on Organic Products. International Business Research, 13(8), 100. https://doi.org/10.5539/ibr.v13n8p100
Rigdon EE. (2012) Rethinking Partial Least Squares Path Modeling: In Praise of Simple Methods. Long Range Planning 45(5-6): 341-358.
Rojas-Downing, M. M., Nejadhashemi, A. P., Harrigan, T., & Woznicki, S. A. (2017). Climate change and livestock: Impacts, adaptation, and mitigation. Climate Risk Management, 16, 145–163. https://doi.org/10.1016/j.crm.2017.02.001
Roseira, C., Teixeira, S., Barbosa, B., & Macedo, R. (2022). How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127361
The Good Food Institute. (2019). Plant-Based Meat, Eggs, and Dairy: U.S. State of the Industry Report.
Theurer, Benjamin M. & Hernandez, Antonio. (2019). “Carving up the alternative meat market.” Barclays. https://www.investmentbank.barclays.com/our- insights/carving-up-the-alternative-meat-market.html.
The World Bank Group, 2018. World Development Indicators. https://data.worldbank. org/.
Scalco, A., Noventa, S., Sartori, R., & Ceschi, A. (2017). Predicting organic food consumption: A meta-analytic structural equation model based on the theory of planned behavior. Appetite, 112, 235–248. https://doi.org/10.1016/j.appet.2017.02.007
Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus. International Journal of Hospitality Management, 69(March 2017), 21–29. https://doi.org/10.1016/j.ijhm.2017.10.011
Shmueli G and Koppius OR. (2011) Predictive Analytics in Information Systems Research. MIS Quarterly, 35(3): 553-572.
Siddique, M. Z. R., & Hossain, A. (2018). Sources of Consumers Awareness toward Green Products and Its Impact on Purchasing Decision in Bangladesh. Journal of Sustainable Development, 11(3), 9. https://doi.org/10.5539/jsd.v11n3p9
Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 41(July 2017), 177–189. https://doi.org/10.1016/j.jretconser.2017.12.002
Shi, H., Wang, S. and Zhao, D. (2017). Exploring urban resident’s vehicular PM2. 5 reduction behavioran application of the extended theory of planned behavior. Journal of Cleaner intentions to Production, Vol. 147 No. 1, pp. 603-613
Sihombing, E.H., and Nasib. (2020). The Decision of Choosing Course in the Era of Covid 19 through the Telemarketing Program, Personal Selling and College Image. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 3 (4): 2843-2850.
Suki, N.M., Suki, N.M., Azman, N.S., 2016. Impacts of corporate social responsibility on the links between green marketing awareness and consumer purchase intentions. Procedia Econ. Finance, 37, 262–268.
Sun, Y., Wang, S., Li, J., Zhao, D. and Fan, J. (2017). Understanding consumers’ intention to use plastic bags: using an extended theory of planned behavior model. Natural Hazards, Vol. 89 No. 3, products pp. 1327-1342
Sultan, P., Tarafder, T., Pearson, D., & Henryks, J. (2020). Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: moderating roles of communication, satisfaction and trust in organic food consumption. Food Quality and Preference, 81, 103838. https://doi.org/10.1016/j.foodqual.2019.103838
Wang, S., Fan, J., Zhao, D., Yang, S. and Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model. Transportation, Vol. 43 No. 1, pp. 123-143.
Wong, S. S., & Aini, M. S. (2017). Factors influencing purchase intention of organic meat among consumers in Klang Valley, Malaysia. International Food Research Journal, 24(2), 767–778.
DOI: https://doi.org/10.33258/birci.v6i1.7427
Article Metrics
Abstract view : 54 timesPDF - 10 times
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.