Theory of Planned Behavior Approach to Understand the Determinants of Green Agricultural Products Purchasing Behavior

CHEN Liang-min

Jun. 2021

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Article Navigation > Journal of University of Science and Technology Beijing ( Social Sciences Edition) > 2018 > 34(3): 62-69

CHEN Liang-min. Theory of Planned Behavior Approach to Understand the Determinants of Green Agricultural Products Purchasing Behavior[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2018, 34(3): 62-69.

Citation:

CHEN Liang-min. Theory of Planned Behavior Approach to Understand the Determinants of Green Agricultural Products Purchasing Behavior[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2018, 34(3): 62-69.

Citation:

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Theory of Planned Behavior Approach to Understand the Determinants of Green Agricultural Products Purchasing Behavior

CHEN Liang-min

School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China

Received Date: 2018-03-06
Available Online: 2021-06-01

Abstract

Abstract

Based on the theory of planned behavior (TPB) and some related research, this study creates a framework to understand green farm products purchasing behavior. By using the single factor analysis of variance and Logit model, this paper studies the influence of consumer risk preference, health consciousness, willingness to pay premium, behavior and consciousness consistency, consumer individual characteristics and characteristics of family on consumer green agricultural products purchasing behavior. We find that there are significant difference between male and female groups, and health consciousness and willingness to pay premium have significant positive correlation to consumer green agricultural products purchasing behavior especially for women. Men show consciousness and behavior inconsistency which has significant negative effect on green agricultural products purchasing. The family characteristics of consumer have more significant effect on green agricultural products purchasing than individual characteristics. Women living with children increase green purchasing, but people living alone do the opposite.
- risk preference,
- health consciousness,
- behavior and consciousness consistency,
- theory of planned behavior

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References(27)

References

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