College of Economics and Management, Shanghai Ocean University, Shanghai, China.
PLoS One. 2022 Nov 16;17(11):e0275312. doi: 10.1371/journal.pone.0275312. eCollection 2022.
Interest in sustainable food consumption has gradually increased over the previous third decades. Despite substantial studies addressing various topics connected to sustainable food consumption, little research systematically evaluates which factors influence consumers' purchase of sustainable food. We aim to integrate preliminary findings, compare four original and extended models of the theory of planned behavior (TPB) in the context of sustainable food consumption, and identify measurement and situational moderators using a meta-analytic structural equation modeling approach. The results show that attitude (ATT), subjective norms (SN), and perceived behavioral control (PBC) were most strongly positively correlated with a purchase intention (PI) of sustainable food. Furthermore, the analysis of the moderating effects revealed significant differences in the relationship between PBC and purchase behavior (PB) and between SN and PI in developing and developed countries. In addition, by comparing four original and extended TPB models, this study proposes a theoretical framework to affect customers' PI of sustainable food. The findings of this study can be used as a foundation for company marketing and government environmental protection promotion.
过去三十年来，人们对可持续食品消费的兴趣逐渐增加。尽管有大量研究探讨了与可持续食品消费相关的各种主题，但很少有研究系统地评估哪些因素影响消费者购买可持续食品。我们旨在整合初步研究结果，比较可持续食品消费背景下的四个原始和扩展的计划行为理论（TPB）模型，并使用元分析结构方程建模方法识别测量和情境调节因素。结果表明，态度（ATT）、主观规范（SN）和感知行为控制（PBC）与可持续食品的购买意向（PI）呈最强正相关。此外，对调节效应的分析表明，在发展中国家和发达国家，PBC 与购买行为（PB）之间以及 SN 与 PI 之间的关系存在显著差异。此外，通过比较四个原始和扩展的 TPB 模型，本研究提出了一个影响客户可持续食品购买意向的理论框架。本研究的结果可以作为公司营销和政府环境保护推广的基础。
