Applying the Theory of Planned Behavior: Exploring How Attention to Social Media Influences Individuals’ Intention to Purchase Green Agricultural Products in China

Ke Liu ()
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Ke Liu: China Agricultural University, College of Economics and Management

A chapter in Proceedings of 2024 6th International Conference on Economic Management and Cultural Industry (ICEMCI 2024), 2025, pp 67-77 from Springer

Abstract: Abstract By applying the theory of planned behavior (TPB), this study explored how attention to social media influences individuals’ intention to purchase green agricultural products via cognitive attitude, affective attitude, subjective norms, and perceived behavioral control. In addition, this study extended the theory of planned behavior by explicating attitude variables into two facets—cognitive attitude and affective attitude. Our study collected data from 304 participants in China by using a professional survey platform (Sojump), and the study found that attention to social media positively influenced with cognitive attitude and subjective norms, which, in turn, stimulated individuals’ intention to purchase green agricultural products. However, social media attention did not significantly influence affective attitude and perceived behavioral control. This study provided suggestions for campaign designers on how to arouse individuals to purchase green agricultural products.

Keywords: the theory of planned behavior; attention to social media; green agricultural products (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-642-0_7

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DOI: 10.2991/978-94-6463-642-0_7

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