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Understanding the Connections Between Consumer Motivations and Buying Behavior: The Case of the Local Food System Movement AgEcon
Nurse, Gretchen; Onozaka, Yuko; Thilmany, Dawn D..
Local and organic food systems represent some of the many food sector innovations of the past decade that signal that consumers are increasingly diverse and have heterogeneous preferences that reflect their unique values and preferences (Thilmany, Bond and Bond, 2008). Yet, regardless of the significant attention and growth surrounding sustainable foods, there is still a demand for research investigating the intersection of economic and psychological factors that can aid in predicting and explaining consumer behavior. This paper uses an attitude-behavior framework, the Theory of Planned Behavior, to explore the predictive ability of psychological concepts of willingness to pay for different attributes associated with sustainable foods. Consumer attitudes...
Tipo: Conference Paper or Presentation Palavras-chave: Sustainable food; Willingness to pay; Theory of planned behavior; Perceived consumer effectiveness; Agribusiness; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Marketing.
Ano: 2010 URL: http://purl.umn.edu/56494
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Explaining the Conversion to Organic Farming of Farmers of the Obwalden Canton, Switzerland - Extension of the Theory of Planned Behavior within a Structural Equation Modeling Approach AgEcon
Tutkun, Aysel; Lehmann, Bernard; Schmidt, Peter.
Farmers' decisions about conversion to organic farming are analyzed with a structural equation model. The Theory of Planned Behavior (ToPB), one of the prominent theories in the social psychology, is used as the theoretical basis of this study. Though ToPB is a well-defined theory, it is static rather than procedural and cannot model the individual decision-making as a process. Therefore, we first examine the general applicability of ToPB in an agricultural context and explain the variance in intentions of farmers to convert to organic farming. Second, we extend the ToPB to make it more procedural. For this purpose, research findings from the Diffusion Theory are included as part of the behavioral model. The empirical results indicate that, overall, the...
Tipo: Conference Paper or Presentation Palavras-chave: Behavior research; Conversion to particularly animal friendly stabling system; Theory of planned behavior; Diffusion theory; Structural equation modelling; Farm Management; C8; D1; Q12; Z13.
Ano: 2006 URL: http://purl.umn.edu/25313
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