Attitude, Social Norms, Perceived Behavioral Control, Past Behavior, and Habit in Explaining Intention to Consume Fish in Vietnam

Attitude, Social Norms, Perceived Behavioral Control, Past Behavior, and Habit in Explaining Intention to Consume Fish in Vietnam

The purpose of this study is to discuss and test the direct and moderating effects of attitudes, social norms, perceived behavioral control (PBC), past behavior, and habit strength in explaining Vietnamese consumers’ intention to consume fish. In addition to a data set of 466 consumers in a coastal...

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Chi tiết về thư mục
Tác giả chính: Ho, Huy Tuu
Định dạng: Bài viết
Ngôn ngữ:English
Được phát hành: University of Economics Ho Chi Minh City 2023
Truy cập trực tuyến:http://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=b479bed9-b529-48e4-989e-abf44f640d71
https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/115474
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Thư viện lưu trữ: Thư viện Trường Đại học Đà Lạt
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spelling oai:scholar.dlu.edu.vn:DLU123456789-1154742023-03-08T03:56:22Z Attitude, Social Norms, Perceived Behavioral Control, Past Behavior, and Habit in Explaining Intention to Consume Fish in Vietnam Ho, Huy Tuu The purpose of this study is to discuss and test the direct and moderating effects of attitudes, social norms, perceived behavioral control (PBC), past behavior, and habit strength in explaining Vietnamese consumers’ intention to consume fish. In addition to a data set of 466 consumers in a coastal province in Central Vietnam and structural equation modelling, a model development strategy with six nested models is used to test hypotheses. Results indicate that attitude, social norms, and PBC have a positive effect on intention. Both past behavior and habit strength have a significantly positive influence on intention and considerably increase the explained variance of intention. In particular, the results also indicate that habit strength, past behavior, and social norms negatively moderate the impact of attitudes on intention. All of these findings emphasize the importance of past behavior and habit strength as well as interactions within the theory of planned behavior in explaining intention to consume fish in Vietnam. 2023-03-08T03:56:21Z 2023-03-08T03:56:21Z 2015 Article 2615-9112 http://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=b479bed9-b529-48e4-989e-abf44f640d71 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/115474 10.24311/jabes/2015.22.3.06 en Journal of Asian Business and Economic Studies, Volume 22, Issue 03; p. 102-122 application/pdf University of Economics Ho Chi Minh City
institution Thư viện Trường Đại học Đà Lạt
collection Thư viện số
language English
description The purpose of this study is to discuss and test the direct and moderating effects of attitudes, social norms, perceived behavioral control (PBC), past behavior, and habit strength in explaining Vietnamese consumers’ intention to consume fish. In addition to a data set of 466 consumers in a coastal province in Central Vietnam and structural equation modelling, a model development strategy with six nested models is used to test hypotheses. Results indicate that attitude, social norms, and PBC have a positive effect on intention. Both past behavior and habit strength have a significantly positive influence on intention and considerably increase the explained variance of intention. In particular, the results also indicate that habit strength, past behavior, and social norms negatively moderate the impact of attitudes on intention. All of these findings emphasize the importance of past behavior and habit strength as well as interactions within the theory of planned behavior in explaining intention to consume fish in Vietnam.
format Article
author Ho, Huy Tuu
spellingShingle Ho, Huy Tuu
Attitude, Social Norms, Perceived Behavioral Control, Past Behavior, and Habit in Explaining Intention to Consume Fish in Vietnam
author_facet Ho, Huy Tuu
author_sort Ho, Huy Tuu
title Attitude, Social Norms, Perceived Behavioral Control, Past Behavior, and Habit in Explaining Intention to Consume Fish in Vietnam
title_short Attitude, Social Norms, Perceived Behavioral Control, Past Behavior, and Habit in Explaining Intention to Consume Fish in Vietnam
title_full Attitude, Social Norms, Perceived Behavioral Control, Past Behavior, and Habit in Explaining Intention to Consume Fish in Vietnam
title_fullStr Attitude, Social Norms, Perceived Behavioral Control, Past Behavior, and Habit in Explaining Intention to Consume Fish in Vietnam
title_full_unstemmed Attitude, Social Norms, Perceived Behavioral Control, Past Behavior, and Habit in Explaining Intention to Consume Fish in Vietnam
title_sort attitude, social norms, perceived behavioral control, past behavior, and habit in explaining intention to consume fish in vietnam
publisher University of Economics Ho Chi Minh City
publishDate 2023
url http://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=b479bed9-b529-48e4-989e-abf44f640d71
https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/115474
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