The impact of perceived risk of online takeout packaging and the moderating role of educational level
With the rapid development of e-commerce and the impact of COVID-19, online takeout hasBbecome the first choice of more and more consumers. Previous research has indicated that food packaging is of great significance to marketing performance, yet very little is known about the mechanisms through whi...
| Main Authors: | , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/108624/1/108624.pdf |
| _version_ | 1817927566976090112 |
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| author | Guo, Meiwen Wu, Liang Tan, Cheng Ling Cheah, Jun Hwa Abdul Aziz, Yuhanis Peng, Jianping Chiu, Chun Hung Ren, Rongwei |
| author_facet | Guo, Meiwen Wu, Liang Tan, Cheng Ling Cheah, Jun Hwa Abdul Aziz, Yuhanis Peng, Jianping Chiu, Chun Hung Ren, Rongwei |
| author_sort | Guo, Meiwen |
| collection | UPM |
| description | With the rapid development of e-commerce and the impact of COVID-19, online takeout hasBbecome the first choice of more and more consumers. Previous research has indicated that food packaging is of great significance to marketing performance, yet very little is known about the mechanisms through which food packaging pollution risk affects online takeout consumption. This study proposes an expanded model of the Theory of Planned Behavior (TPB) by incorporating the Concept of Perceived Risk (CPR) to analyze the mechanism of consumers’ packaging pollution risk perception (PPRP) on their purchasing intention toward online takeout. Online survey was performed to collect data from 336 valid respondents in China, which was analyzed using structural equation modeling. The research findings verify the effectiveness of the TPB in the context of Chinese online takeout. Notably, the PPRP of online takeout was found to have a significant negative impact on consumers’ attitudes, subjective norms, and perceived behavioral control (PBC). It was also confirmed that consumers’ attitudes, subjective norms, and PBC regarding online takeout partially mediate the negative relationship between PPRP and purchase intention. In addition, the findings corroborate the granular nuances among three groups concerning consumers’ education level. The results do not only provide suggestions to the online takeout industry but also contribute theoretical value and practical significance for the improvement of sustainable food consumption. |
| first_indexed | 2024-12-09T02:20:29Z |
| format | Article |
| id | upm.eprints-108624 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-12-09T02:20:29Z |
| publishDate | 2023 |
| publisher | Springer Nature |
| record_format | dspace |
| spelling | upm.eprints-1086242024-10-18T00:12:56Z http://psasir.upm.edu.my/id/eprint/108624/ The impact of perceived risk of online takeout packaging and the moderating role of educational level Guo, Meiwen Wu, Liang Tan, Cheng Ling Cheah, Jun Hwa Abdul Aziz, Yuhanis Peng, Jianping Chiu, Chun Hung Ren, Rongwei With the rapid development of e-commerce and the impact of COVID-19, online takeout hasBbecome the first choice of more and more consumers. Previous research has indicated that food packaging is of great significance to marketing performance, yet very little is known about the mechanisms through which food packaging pollution risk affects online takeout consumption. This study proposes an expanded model of the Theory of Planned Behavior (TPB) by incorporating the Concept of Perceived Risk (CPR) to analyze the mechanism of consumers’ packaging pollution risk perception (PPRP) on their purchasing intention toward online takeout. Online survey was performed to collect data from 336 valid respondents in China, which was analyzed using structural equation modeling. The research findings verify the effectiveness of the TPB in the context of Chinese online takeout. Notably, the PPRP of online takeout was found to have a significant negative impact on consumers’ attitudes, subjective norms, and perceived behavioral control (PBC). It was also confirmed that consumers’ attitudes, subjective norms, and PBC regarding online takeout partially mediate the negative relationship between PPRP and purchase intention. In addition, the findings corroborate the granular nuances among three groups concerning consumers’ education level. The results do not only provide suggestions to the online takeout industry but also contribute theoretical value and practical significance for the improvement of sustainable food consumption. Springer Nature 2023-05-09 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/108624/1/108624.pdf Guo, Meiwen and Wu, Liang and Tan, Cheng Ling and Cheah, Jun Hwa and Abdul Aziz, Yuhanis and Peng, Jianping and Chiu, Chun Hung and Ren, Rongwei (2023) The impact of perceived risk of online takeout packaging and the moderating role of educational level. Humanities and Social Sciences Communications, 10 (1). art. no. 221. pp. 1-18. ISSN 2662-9992 https://www.nature.com/articles/s41599-023-01732-9 10.1057/s41599-023-01732-9 |
| spellingShingle | Guo, Meiwen Wu, Liang Tan, Cheng Ling Cheah, Jun Hwa Abdul Aziz, Yuhanis Peng, Jianping Chiu, Chun Hung Ren, Rongwei The impact of perceived risk of online takeout packaging and the moderating role of educational level |
| title | The impact of perceived risk of online takeout packaging and the moderating role of educational level |
| title_full | The impact of perceived risk of online takeout packaging and the moderating role of educational level |
| title_fullStr | The impact of perceived risk of online takeout packaging and the moderating role of educational level |
| title_full_unstemmed | The impact of perceived risk of online takeout packaging and the moderating role of educational level |
| title_short | The impact of perceived risk of online takeout packaging and the moderating role of educational level |
| title_sort | impact of perceived risk of online takeout packaging and the moderating role of educational level |
| url | http://psasir.upm.edu.my/id/eprint/108624/1/108624.pdf |
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