Applying an Extended Theory of Planned Behavior to Sustainable Food Consumption

Syed Shah Alam, Maisarah Ahmad, Yi-Hui Ho, Nor Asiah Omar and Chieh-Yu Lin
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Syed Shah Alam: Faculty of Business, Finance and Information Technology, Mahsa University, Jenjarom 42610, Selangor, Malaysia
Maisarah Ahmad: Department of Management and Humanities, Faculty of Sciences and Information Technology, Universiti Teknologi PETRONAS, Seri Iskandar 32610, Perak, Malaysia
Yi-Hui Ho: Department of International Business, Chang Jung Christian University, Tainan 71101, Taiwan
Nor Asiah Omar: Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi 43600, Selangor, Malaysia
Chieh-Yu Lin: Department of International Business, Chang Jung Christian University, Tainan 71101, Taiwan

Sustainability, 2020, vol. 12, issue 20, 1-14

Abstract: The objective of this research is to identify factors affecting sustainable food consumption behavior among Malaysians. An extension of the theory of planned behavior (TPB) is used as the framework of the study. Perceived value is also added to the framework to gain an understanding of consumer’s personal factors’ effect on sustainable food consumption. This study tested eight hypotheses on sustainable food consumption behavior with empirical data from a sample of 220 adults. The regression analysis results show that social norm, perceived value, perceived consumer effectiveness, and attitude have significant impacts on intention to consumer sustainable food. Perceived availability, perceived consumer effectiveness and intention also have significant impacts on actual behavior. The findings of this study can provide certain grounds for understanding sustainable food consumption intention and behavior. Research limitations and some guidelines for further lines of research are presented. In a global context the findings of this study is important, as consumption patterns need to be changed to meet the climate challenge.

Keywords: theory of planned behavior (TPB); sustainable food consumption; empirical study; Malaysia; JEL Classification: M30; M31 (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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