Determinants of consumption intention of fresh fruit and vegetable: The extended theory of planned behavior | ||
| Journal of Agricultural Science and Technology | ||
| Articles in Press, Accepted Manuscript, Available Online from 01 January 2024 PDF (473.73 K) | ||
| Document Type: Original Research | ||
| Authors | ||
| Afsaneh Nikoukar* 1; Milad Aminizadeh2 | ||
| 1Associate Professor of Agricultural Economics, University of Payame Noor, Tehran, Iran | ||
| 2Ph.D in Agricultural Economics, Department of Agricultural Economics, Ferdowsi University of Mashhad, Mashhad, Iran | ||
| Abstract | ||
| The consumption of fresh fruit and vegetable is low and remains below recommended intake in Iran. The purpose of this study was to determine the predictors of consumers’ intention to consume fresh fruit and vegetable. This study investigated the relationship among attitude, subjective norm, perceived behavioral control, health involvement, subjective health, and Iranian consumption intention by using the Theory of Planned Behavior. The Partial Least Square-Structural Equation Modeling was applied to estimate the model. The results revealed that subjective health (β = 0.463; p < 0.001) as a self-rating of overall health was an important predictor of Iranian consumers’ intention to eat fresh fruit and vegetable. Consumers’ health involvement (β = 0.198; p < 0.001) that shows importance of health issues for individuals, had significant effect on consumption intention. Other variables such as subjective norms (β = 0.175; p < 0.001), positive attitude towards fresh fruit and vegetable consumption (β = 0.125; p < 0.01), and perceived behavioral control (β = 0.110; p < 0.001) were significant predictors of consumption intention, respectively. The results provide useful and important information about main determinants of consumption intention for policy-makers to create effective and well-functioning public health policies aimed at increasing the consumption of fresh fruit and vegetable. Providing useful information regarding the freshness, quality, and safety of fresh fruit and vegetable by awareness campaigns can positively influence the behavioral intention of Iranian consumers. | ||
| Keywords | ||
| Fresh fruit and vegetable; Health involvement; Subjective health; Theory of planned behavior | ||
| References | ||
|
| ||
|
Statistics Article View: 271 PDF Download: 126 |
||
| Number of Journals | 45 |
| Number of Issues | 2,171 |
| Number of Articles | 24,674 |
| Article View | 24,431,453 |
| PDF Download | 17,549,945 |