Does gender moderate the purchase intention of organic foods? Theory of reasoned action
Purpose: 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. Methodology: Data is collected using a crowdsou...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2022-09-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844022017662 |
| _version_ | 1811206285770620928 |
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| author | Raghava R. Gundala Nishad Nawaz Harindranath R M Kirubaharan Boobalan Vijaya Kumar Gajenderan |
| author_facet | Raghava R. Gundala Nishad Nawaz Harindranath R M Kirubaharan Boobalan Vijaya Kumar Gajenderan |
| author_sort | Raghava R. Gundala |
| collection | DOAJ |
| description | Purpose: 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. Methodology: 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. Findings: 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. Originality: 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. |
| first_indexed | 2024-04-12T03:46:17Z |
| format | Article |
| id | doaj.art-53e32ab20a374eaf8cdda16bc3b591e1 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-04-12T03:46:17Z |
| publishDate | 2022-09-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-53e32ab20a374eaf8cdda16bc3b591e12022-12-22T03:49:08ZengElsevierHeliyon2405-84402022-09-0189e10478Does gender moderate the purchase intention of organic foods? Theory of reasoned actionRaghava R. Gundala0Nishad Nawaz1Harindranath R M2Kirubaharan Boobalan3Vijaya Kumar Gajenderan4University of Wisconsin - Parkside, 900 Wood Road, Kenosha, 53144, WI, USA; Corresponding author.Department of Business Management, College of Business Administration, Kingdom University, BahrainSchool of Entrepreneurship and Management Studies, SRM University – AP, Amaravati, IndiaSSN School of Management, SSN Institutions, Chennai, IndiaDepartment of Commerce, Sir Theagaraya College, Chennai, IndiaPurpose: 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. Methodology: 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. Findings: 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. Originality: 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.http://www.sciencedirect.com/science/article/pii/S2405844022017662Organic food purchase intentionSubjective normAttitudeGenderMulti-group moderation |
| spellingShingle | Raghava R. Gundala Nishad Nawaz Harindranath R M Kirubaharan Boobalan Vijaya Kumar Gajenderan Does gender moderate the purchase intention of organic foods? Theory of reasoned action Heliyon Organic food purchase intention Subjective norm Attitude Gender Multi-group moderation |
| title | Does gender moderate the purchase intention of organic foods? Theory of reasoned action |
| title_full | Does gender moderate the purchase intention of organic foods? Theory of reasoned action |
| title_fullStr | Does gender moderate the purchase intention of organic foods? Theory of reasoned action |
| title_full_unstemmed | Does gender moderate the purchase intention of organic foods? Theory of reasoned action |
| title_short | Does gender moderate the purchase intention of organic foods? Theory of reasoned action |
| title_sort | does gender moderate the purchase intention of organic foods theory of reasoned action |
| topic | Organic food purchase intention Subjective norm Attitude Gender Multi-group moderation |
| url | http://www.sciencedirect.com/science/article/pii/S2405844022017662 |
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