Using the Theory of Planned Behavior to Examine the Sustainable Extension of Rural Food Preparation Techniques

Ching-Sung Lee, Yen-Cheng Chen (), Pei-Ling Tsui () and Ming-Chen Chiang
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Ching-Sung Lee: Department of Restaurant, Hotel and Institutional Management, College of Human Ecology, Fu Jen Catholic University, New Taipei City 242062, Taiwan
Yen-Cheng Chen: Department of Applied Science of Living, College of Agriculture, Chinese Culture University, Taipei 11114, Taiwan
Pei-Ling Tsui: Department of Hospitality Management, National Taitung Junior College, Taitung 95045, Taiwan
Ming-Chen Chiang: Ph.D. Program in Nutrition and Food Science, College of Human Ecology, Fu Jen Catholic University, New Taipei City 242062, Taiwan

Agriculture, 2023, vol. 13, issue 5, 1-15

Abstract: Social transformation has caused traditional rural food preparation techniques and cultural heritage to disappear gradually. Traditional rural women are in charge of rural traditional food preparation techniques, which they inherit through the family. Therefore, this study primarily aimed to employ the theory of planned behavior (TPB) to analyze the effects of attitudes toward rural food preparation techniques, subjective norms, and perceived behavioral control on behavioral intention to ultimately understand the behavioral intention of rural women in the sustainable extension of rural food preparation techniques. The TPB was utilized as a basis for conducting a quantitative study using questionnaire surveys. Purposive sampling and snowball sampling were employed, and 800 questionnaires were distributed. In total, 649 valid questionnaires were collected, and the recovery rate was 81.1%. The study tools used included the attitude scale, subjective norms scale, perceived behavioral control scale, and behavioral intention scale. The data were analyzed using confirmatory factor analysis, descriptive statistics, Pearson product difference correlation analysis, and multiple regression analysis. The results showed that attitudes toward rural food preparation techniques, subjective norms, and perceived behavioral control in rural women significantly affected the behavioral intention of sustainable extension. These results can provide agricultural organizations and relevant units with a reference for the sustainable extension of traditional food preparation techniques.

Keywords: rural women; theory of planned behavior; rural food preparation techniques; sustainable extension (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jagris:v:13:y:2023:i:5:p:1012-:d:1139481

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