Gundala Raghava R, Nawaz Nishad, R M Harindranath, Boobalan Kirubaharan, Gajenderan Vijaya Kumar
University of Wisconsin - Parkside, 900 Wood Road, Kenosha, 53144, WI, USA.
Department of Business Management, College of Business Administration, Kingdom University, Bahrain.
Heliyon. 2022 Aug 31;8(9):e10478. doi: 10.1016/j.heliyon.2022.e10478. eCollection 2022 Sep.
This study examines the role of gender as a moderator on the relationships between subjective norm on attitude and purchase intention and attitude on purchase intention by using the Theory of Reasoned Action (TRA) among organic food consumers.
Data is collected using a crowdsourcing platform called Amazon's Mechanical Turk (MTurk). The respondents are organic food consumers (N = 633) from the US. The proposed model is tested using AMOS by covariance-based structural equation modelling and tested for multi-group moderation.
The model is fit. The results of multi-group moderation show that gender moderates the two relationships: subjective norm on attitude and attitude on purchase intention, but not the third one, i.e., subjective norm and attitude. All the direct hypotheses are supported. This research found that males and females differ in purchasing intention toward organic food.
This is the first study in the organic food context that tested subjective norm - attitude, attitude - purchase intention, and subjective norm-attitude using the theory of reasoned action.
本研究运用理性行动理论（TRA），考察性别作为调节变量在有机食品消费者主观规范与态度、态度与购买意愿以及主观规范与购买意愿之间关系中的作用。
数据通过名为亚马逊土耳其机器人（MTurk）的众包平台收集。受访者为来自美国的有机食品消费者（N = 633）。所提出的模型通过基于协方差的结构方程建模，使用AMOS进行检验，并进行多组调节检验。
模型拟合良好。多组调节结果表明，性别调节了两种关系：主观规范与态度、态度与购买意愿，但未调节第三种关系，即主观规范与态度。所有直接假设均得到支持。本研究发现，男性和女性在有机食品购买意愿上存在差异。
这是在有机食品背景下首次运用理性行动理论检验主观规范 - 态度、态度 - 购买意愿以及主观规范 - 态度的研究。
