Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers
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, t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-12-01
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| Series: | Foods |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2304-8158/13/1/136 |
| _version_ | 1827384727631298560 |
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| author | Lucyna Witek Wiesława Kuźniar |
| author_facet | Lucyna Witek Wiesława Kuźniar |
| author_sort | Lucyna Witek |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-08T15:07:43Z |
| format | Article |
| id | doaj.art-b141fe0c513f455b9f1c5f466ded1ade |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-08T15:07:43Z |
| publishDate | 2023-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-b141fe0c513f455b9f1c5f466ded1ade2024-01-10T14:57:06ZengMDPI AGFoods2304-81582023-12-0113113610.3390/foods13010136Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual ConsumersLucyna Witek0Wiesława Kuźniar1Department of Marketing, The Faculty of Management, Rzeszow University of Technology, 35-959 Rzeszów, PolandDepartment of Marketing and Entrepreneurship, Institute of Economics and Finance, University of Rzeszow, 35-959 Rzeszów, PolandThe 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.https://www.mdpi.com/2304-8158/13/1/136consumergreen purchasegreen purchase behaviour gapgreen foodTPBpast behaviour |
| spellingShingle | Lucyna Witek Wiesława Kuźniar Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers Foods consumer green purchase green purchase behaviour gap green food TPB past behaviour |
| title | Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers |
| title_full | Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers |
| title_fullStr | Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers |
| title_full_unstemmed | Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers |
| title_short | Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers |
| title_sort | green purchase behaviour gap the effect of past behaviour on green food product purchase intentions among individual consumers |
| topic | consumer green purchase green purchase behaviour gap green food TPB past behaviour |
| url | https://www.mdpi.com/2304-8158/13/1/136 |
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