ARTICLES IN PRESS
Back to the articles list |
Back to browse issues page
1- Associate Professor of Agricultural Economics, University of Payame Noor, Tehran, Iran , anikoukar57@gmail.com
2- Ph.D in Agricultural Economics, Department of Agricultural Economics, Ferdowsi University of Mashhad, Mashhad, Iran
2- Ph.D in Agricultural Economics, Department of Agricultural Economics, Ferdowsi University of Mashhad, Mashhad, Iran
Abstract: (123 Views)
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.
Article Type: Original Research |
Subject:
Agricultural Economics/Agriculture Marketing and Supply Chains
Received: 2024/11/30 | Accepted: 2024/01/11
Received: 2024/11/30 | Accepted: 2024/01/11
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |