Consumer behavioral intention toward sustainable biscuits: An extension of the theory of planned behavior with product familiarity and perceived value
Rosa Maria Dangelico,
Gaia Ceccarelli and
Luca Fraccascia
Business Strategy and the Environment, 2024, vol. 33, issue 6, 5681-5702
Abstract:
Sustainable food consumption may help mitigate the impact that the food industry exerts on the natural environment. To foster sustainable food consumption, it is essential to understand consumers' perceptions related to sustainable food as well as the determinants of the intention to purchase sustainable food. Through an extension of the theory of planned behavior (TPB) with product familiarity (direct and indirect experience) and perceived value (perceived quality and green perceived utility), this study examines the drivers of purchase intention of sustainable biscuits. A survey of 2396 Italian consumers was conducted and structural equation modeling was used to test the developed model. Results show that perceived quality and environmental concern have positive and significant effects on purchase intention, regardless of the specific characteristics of sustainable biscuits, whereas mixed results are obtained about the effect of direct experience and perceived consumer effectiveness. Indirect experience, green perceived utility, perceived behavioral control, and subjective norms do not display any significant effect.
Date: 2024
References: Add references at CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
https://doi.org/10.1002/bse.3774
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:bla:bstrat:v:33:y:2024:i:6:p:5681-5702
Ordering information: This journal article can be ordered from
http://onlinelibrary ... 1002/(ISSN)1099-0836
Access Statistics for this article
Business Strategy and the Environment is currently edited by Richard Welford
More articles in Business Strategy and the Environment from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().