The role of subjective norms in theory of planned behavior in the context of organic food consumption
Purpose – The purpose of this paper is to investigate the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms on attitude, perceived behavioral control and buying intention in context of buying organic food. Desig...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Publishing Limited
2014
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/17900/1/BFJ%20116%2010%201561-1580.pdf |