THE MEDIATING ROLE OF BEHAVIORAL ATTITUDES IN THE RELATIONSHIP BETWEEN SELF-ESTEEM AND BEHAVIORAL INTENTIONS. APPLICATIONS OF THE THEORY OF PLANNED BEHAVIOUR

Bejan Brindusa Mariana
Additional contact information
Bejan Brindusa Mariana: BABES-BOLYAI UNIVERSITY, FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION, MARKETING DEPARTMENT, CLUJ-NAPOCA, ROMANIA

Annals - Economy Series, 2023, vol. 2, 79-86

Abstract: People behave differently. The family we were born into, the personality we have acquired over the years, the group of friends we belong to or the culture of the country are elements that shape a consumer's behaviour. Over the years we are subjected to different factors, that influence our attitudes towards products or services, as well as the preferences shown. However, regardless of the differences between individuals, there is also a common basis - each of us has the role of a consumer in society. In analyzing consumer behaviour, we cannot only consider the previously mentioned factors. An important role is held by the individual's self-esteem, which is, on numerous occasions, the foundation on which the individual's personality is built. In this work, we defined self-esteem through its three facets (the real self, the social self, and the relational self) and followed the influence exerted by self-esteem on behavioral intentions, wanting to identify if, in this case, the relationship is mediated by behavioral attitudes. Thus, the conceptual model proposed in the practical part represents an application to the theory of planned behaviour.

Keywords: self-esteem; social self; real self; relational self; behavioral intentions; behavioral attitudes (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.utgjiu.ro/revista/ec/pdf/2023-02/07_Bejan.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2023:v:2:p:79-86

Access Statistics for this article

More articles in Annals - Economy Series from Constantin Brancusi University, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Ecobici Nicolae ( this e-mail address is bad, please contact ).