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Applying an Extended Theory of Planned Behavior to Sustainable Food Consumption

Author

Listed:
  • Syed Shah Alam

    (Faculty of Business, Finance and Information Technology, Mahsa University, Jenjarom 42610, Selangor, Malaysia)

  • Maisarah Ahmad

    (Department of Management and Humanities, Faculty of Sciences and Information Technology, Universiti Teknologi PETRONAS, Seri Iskandar 32610, Perak, Malaysia)

  • Yi-Hui Ho

    (Department of International Business, Chang Jung Christian University, Tainan 71101, Taiwan)

  • Nor Asiah Omar

    (Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi 43600, Selangor, Malaysia)

  • Chieh-Yu Lin

    (Department of International Business, Chang Jung Christian University, Tainan 71101, Taiwan)

Abstract

The objective of this research is to identify factors affecting sustainable food consumption behavior among Malaysians. An extension of the theory of planned behavior (TPB) is used as the framework of the study. Perceived value is also added to the framework to gain an understanding of consumer’s personal factors’ effect on sustainable food consumption. This study tested eight hypotheses on sustainable food consumption behavior with empirical data from a sample of 220 adults. The regression analysis results show that social norm, perceived value, perceived consumer effectiveness, and attitude have significant impacts on intention to consumer sustainable food. Perceived availability, perceived consumer effectiveness and intention also have significant impacts on actual behavior. The findings of this study can provide certain grounds for understanding sustainable food consumption intention and behavior. Research limitations and some guidelines for further lines of research are presented. In a global context the findings of this study is important, as consumption patterns need to be changed to meet the climate challenge.

Suggested Citation

  • Syed Shah Alam & Maisarah Ahmad & Yi-Hui Ho & Nor Asiah Omar & Chieh-Yu Lin, 2020. "Applying an Extended Theory of Planned Behavior to Sustainable Food Consumption," Sustainability, MDPI, vol. 12(20), pages 1-14, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:20:p:8394-:d:426766
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    References listed on IDEAS

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    2. Dubravka Užar & Jelena Filipović, 2023. "Determinants of Consumer Purchase Intention Towards Cheeses with Geographical Indication in a Developing Country: Extending the Theory of Planned Behavior," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 183-204.
    3. Ildiko Kovacs & Eva Reka Keresztes, 2022. "Perceived Consumer Effectiveness and Willingness to Pay for Credence Product Attributes of Sustainable Foods," Sustainability, MDPI, vol. 14(7), pages 1-17, April.
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    5. Kåre Skallerud & John Armbrecht & Ho Huy Tuu, 2021. "Intentions to Consume Sustainably Produced Fish: The Moderator Effects of Involvement and Environmental Awareness," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
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    More about this item

    Keywords

    theory of planned behavior (TPB); sustainable food consumption; empirical study; Malaysia; JEL Classification: M30 ; M31;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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