Do subjective norms matter in organic food buying intentions in Pakistan?
The paper investigates the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms 012 attitude, perceived behavioral control and buying intention in context of buying organic food.Structured questionnaires were rand...
| Main Authors: | , , , |
|---|---|
| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2014
|
| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/17019/1/40.pdf |