Consumers' decision to purchase online ecological personal care products: a moderated TPB model
This study aims to examine the ability of an extended, with past behaviour, Theory of Planned Behaviour (TPB) model to explain Greek young consumersâ (generation Y) intentions to purchase online ecological personal care products (EPCPs). In addition, an effort was made to examine the moderating role...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
International Journal of Business Science and Applied Management
2022-09-01
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| Series: | International Journal of Business Science and Applied Management |
| Subjects: | |
| Online Access: | https://www.business-and-management.org/paper.php?id=166 |
| _version_ | 1797900977685135360 |
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| author | Delistavrou, A. Papaioannou, E. Assimakopoulos, c. |
| author_facet | Delistavrou, A. Papaioannou, E. Assimakopoulos, c. |
| author_sort | Delistavrou, A. |
| collection | DOAJ |
| description | This study aims to examine the ability of an extended, with past behaviour, Theory of Planned Behaviour (TPB) model to explain Greek young consumersâ (generation Y) intentions to purchase online ecological personal care products (EPCPs). In addition, an effort was made to examine the moderating role of health consciousness in the structural relationships of the extended TPB model. An electronic survey was conducted in the region of Central Macedonia, Greece and the quota sampling resulted in 1,676 usable questionnaires. The results indicate that perceived behavioural control has a stronger effect on consumersâ intentions to purchase EPCPs, followed by past behaviour, subjective norms and attitudes. Moderation analysis revealed that Health Consciousness strengthens the structural relationship between attitudes and intentions while it weakens the structural relationship between subjective norms and intentions, explaining almost 20% more of the variance in consumers' intentions to purchase online ecological personal care products. |
| first_indexed | 2024-04-10T08:54:37Z |
| format | Article |
| id | doaj.art-9090998f8815462cbe83903a54c1a883 |
| institution | Directory Open Access Journal |
| issn | 1753-0296 |
| language | English |
| last_indexed | 2024-04-10T08:54:37Z |
| publishDate | 2022-09-01 |
| publisher | International Journal of Business Science and Applied Management |
| record_format | Article |
| series | International Journal of Business Science and Applied Management |
| spelling | doaj.art-9090998f8815462cbe83903a54c1a8832023-02-21T18:12:42ZengInternational Journal of Business Science and Applied ManagementInternational Journal of Business Science and Applied Management1753-02962022-09-011723447Consumers' decision to purchase online ecological personal care products: a moderated TPB modelDelistavrou, A.Papaioannou, E.Assimakopoulos, c.This study aims to examine the ability of an extended, with past behaviour, Theory of Planned Behaviour (TPB) model to explain Greek young consumersâ (generation Y) intentions to purchase online ecological personal care products (EPCPs). In addition, an effort was made to examine the moderating role of health consciousness in the structural relationships of the extended TPB model. An electronic survey was conducted in the region of Central Macedonia, Greece and the quota sampling resulted in 1,676 usable questionnaires. The results indicate that perceived behavioural control has a stronger effect on consumersâ intentions to purchase EPCPs, followed by past behaviour, subjective norms and attitudes. Moderation analysis revealed that Health Consciousness strengthens the structural relationship between attitudes and intentions while it weakens the structural relationship between subjective norms and intentions, explaining almost 20% more of the variance in consumers' intentions to purchase online ecological personal care products.https://www.business-and-management.org/paper.php?id=166ecological personal care productsonline purchasingtpbpast behaviourhealth consciousness |
| spellingShingle | Delistavrou, A. Papaioannou, E. Assimakopoulos, c. Consumers' decision to purchase online ecological personal care products: a moderated TPB model International Journal of Business Science and Applied Management ecological personal care products online purchasing tpb past behaviour health consciousness |
| title | Consumers' decision to purchase online ecological personal care products: a moderated TPB model |
| title_full | Consumers' decision to purchase online ecological personal care products: a moderated TPB model |
| title_fullStr | Consumers' decision to purchase online ecological personal care products: a moderated TPB model |
| title_full_unstemmed | Consumers' decision to purchase online ecological personal care products: a moderated TPB model |
| title_short | Consumers' decision to purchase online ecological personal care products: a moderated TPB model |
| title_sort | consumers decision to purchase online ecological personal care products a moderated tpb model |
| topic | ecological personal care products online purchasing tpb past behaviour health consciousness |
| url | https://www.business-and-management.org/paper.php?id=166 |
| work_keys_str_mv | AT delistavroua consumersdecisiontopurchaseonlineecologicalpersonalcareproductsamoderatedtpbmodel AT papaioannoue consumersdecisiontopurchaseonlineecologicalpersonalcareproductsamoderatedtpbmodel AT assimakopoulosc consumersdecisiontopurchaseonlineecologicalpersonalcareproductsamoderatedtpbmodel |