Witek Lucyna, Kuźniar Wiesława
Department of Marketing, The Faculty of Management, Rzeszow University of Technology, 35-959 Rzeszów, Poland.
Department of Marketing and Entrepreneurship, Institute of Economics and Finance, University of Rzeszow, 35-959 Rzeszów, Poland.
Foods. 2023 Dec 30;13(1):136. doi: 10.3390/foods13010136.
The purpose of this study is to examine factors affecting green food product purchase intentions and, specifically, to specify the role of past behaviour in shaping purchase intentions for these products and in switching to environmentally friendly food purchases. As for the theoretical framework, the Theory of Planned Behaviour (TPB) was used, with certain modifications proposed; namely, additional constructs were included: past behaviour, knowledge, and trust in green food. Data were collected from 650 green product consumers in Poland. The online survey method was employed. The research revealed that past behaviour is a powerful indicator, which, to the greatest extent, explains purchase behaviours towards green food. This paper explores the fact that attitudes are also strongly linked to green food purchase intentions. Moreover, social norms, trust, and knowledge also have a positive effect on the intention to purchase green food products. Perceived behavioural control is relatively weak but statistically significant. The extended model explains 57% of the variance in green food purchase intentions. By incorporating past behaviour into the TPB, this study gives a new insight into understanding the inconsistency between positive attitudes towards green food and real purchase behaviours. The results of the study provide managers working in the food sector with relevant guidelines for the design of marketing strategies.
本研究的目的是考察影响绿色食品购买意愿的因素，具体而言，是明确过去行为在塑造这些产品的购买意愿以及转向环保食品购买方面所起的作用。至于理论框架，采用了计划行为理论（TPB），并提出了一些修改建议；具体来说，纳入了额外的构念：过去行为、知识以及对绿色食品的信任。数据收集自波兰的650名绿色产品消费者。采用了在线调查方法。研究表明，过去行为是一个有力的指标，在很大程度上解释了对绿色食品的购买行为。本文探讨了态度也与绿色食品购买意愿紧密相关这一事实。此外，社会规范、信任和知识对购买绿色食品产品的意愿也有积极影响。感知行为控制相对较弱但具有统计学意义。扩展模型解释了绿色食品购买意愿中57%的方差。通过将过去行为纳入计划行为理论，本研究为理解对绿色食品的积极态度与实际购买行为之间的不一致提供了新的见解。研究结果为食品行业的管理人员制定营销策略提供了相关指导方针。
