Central Queensland University, School of Human, Health and Social Sciences, Institute for Health and Social Science Research, Higher Education Division, Rockhampton, Qld 4701, Australia.
Appetite. 2013 Oct;69:137-44. doi: 10.1016/j.appet.2013.05.024. Epub 2013 Jun 11.
This study examined a three-step adaptation of the Theory of Planned Behaviour (TPB) applied to the intention of consumers to purchase sustainably sourced food. The sample consisted of 137 participants, of which 109 were female, who were recruited through a farmers market and an organic produce outlet in an Australian capital city. Participants completed an online questionnaire containing the TPB scales of attitude, subjective norms, perceived behavioural control and intention; measures of positive moral attitude and ethical self identity; and food choice motives. Hierarchical multiple regression was used to examine the predictive utility of the TPB in isolation (step 1) and the TPB expanded to include the constructs of moral attitude and ethical self-identity (step 2). The results indicated the expansion of the TPB to include these constructs added significantly to the predictive model measuring intention to purchase sustainably sourced food. The third step in the adaptation utilised this expanded TPB model and added a measure of retail channel (where consumers reported buying fresh produce) and 9 food choice motives, in order to assess the predictive utility of the inclusion of choice motivations in this context. Of the 8 food choice motives examined, only health and ethical values significantly predicted intention to purchase sustainably sourced food. However, with the addition of food choice motives, ethical self-identity was no longer a significant predictor of intention to purchase sustainably sourced food. Overall the adapted TPB model explained 76% of the variance in intention to purchase sustainably sourced food.
本研究检验了计划行为理论（TPB）的三步适应，该理论适用于消费者购买可持续来源食品的意图。样本由 137 名参与者组成，其中 109 名是女性，他们是通过澳大利亚首都的一个农贸市场和一个有机产品销售点招募的。参与者完成了一份在线问卷，其中包含 TPB 态度、主观规范、感知行为控制和意图的量表；积极道德态度和道德自我认同的衡量标准；以及食品选择动机。层次多元回归用于检验 TPB 单独（步骤 1）和 TPB 扩展到包括道德态度和道德自我认同结构（步骤 2）的预测能力。结果表明，将这些结构扩展到 TPB 中显著增加了用于衡量购买可持续来源食品意图的预测模型。适应的第三步利用了这个扩展的 TPB 模型，并增加了一个零售渠道（消费者报告购买新鲜农产品的地方）和 9 个食品选择动机的衡量标准，以评估在这种情况下纳入选择动机的预测效用。在所研究的 8 个食品选择动机中，只有健康和道德价值观显著预测了购买可持续来源食品的意图。然而，随着选择动机的加入，道德自我认同不再是购买可持续来源食品意图的重要预测因素。总体而言，适应的 TPB 模型解释了购买可持续来源食品意图的 76%的方差。
