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Determinants of Consumers’ Purchasing Behavior for Certified Aquaculture Products in South Korea

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  • Sangchoul Yi

    (Korea Maritime Institute, Haeynag-ro 301beon-gil, Busan 49111, Korea)

Abstract

This study aims to investigate consumers’ decision-making process for purchasing certified aquaculture products using the theory of the planned behavior (TPB) model. Based on the TPB model, this study empirically examines the relationship among TPB constructs, namely; attitude, social norm, perceived behavioral control, and behavioral intention to purchase sustainably produced products (i.e., Aquaculture Stewardship Council-certified products). Data from a web-based survey conducted through an online survey company (960 usable response samples) are analyzed using structural equation modeling. The results indicate that all latent variables (i.e., attitude, social norm, and perceived behavioral control) positively affect consumers’ behavioral intention. More importantly, environmental awareness moderates the relationships between TPB constructs and behavioral intention. In the case of the high awareness group in this study, attitude influences behavioral intention more than social norm does. On the contrary, in the case of the low awareness group, social norm influences behavioral intention more than attitude does.

Suggested Citation

  • Sangchoul Yi, 2019. "Determinants of Consumers’ Purchasing Behavior for Certified Aquaculture Products in South Korea," Sustainability, MDPI, vol. 11(14), pages 1-18, July.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:14:p:3840-:d:248271
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    References listed on IDEAS

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    1. Marschke, Melissa & Wilkings, Ann, 2014. "Is certification a viable option for small producer fish farmers in the global south? Insights from Vietnam," Marine Policy, Elsevier, vol. 50(PA), pages 197-206.
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    Cited by:

    1. Houessou, M. Albertine & Aoudji, Augustin K. N., 2021. "Understanding the consumers' intention to purchase farmed fish: an empirical investigation," 2021 Conference, August 17-31, 2021, Virtual 315383, International Association of Agricultural Economists.
    2. Wensing, Joana & Baum, Chad & Carraresi, Laura & Bröring, Stefanie, 2021. "What if consumers saw the bigger picture? Systems thinking and the adoption of bio-based consumer products," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
    3. Brunella Arru & Roberto Furesi & Pietro Pulina & Fabio A. Madau, 2022. "Price Sensitivity of Fish Fed with Insect Meal: An Analysis on Italian Consumers," Sustainability, MDPI, vol. 14(11), pages 1-21, May.
    4. Tengku Mohd Azizuddin Tuan Mahmood & Abdullah Al Mamun & Ghazali Bin Ahmad & Mohamed Dahlan Ibrahim, 2019. "Predicting Entrepreneurial Intentions and Pre-Start-Up Behaviour among Asnaf Millennials," Sustainability, MDPI, vol. 11(18), pages 1-26, September.
    5. Sang Putu Kaler Surata & Dewa Ayu Puspawati & Putu Eka Pasmidi Ariati & I. Gusti Agung Paramitha Eka Putri, 2022. "The ecological views of the Balinese toward their subak cultural landscape heritage," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(11), pages 12994-13010, November.

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