Original scientific paper
https://doi.org/10.1080/1331677X.2015.1083875
The role of subjective norms in forming the intention to purchase green food
Marija Ham
orcid.org/0000-0003-4390-2218
Marina Jeger
Anita Frajman Ivković
Abstract
The purpose of this article is to analyse the specific role of two types of subjective norms in forming the intention to purchase green food. Based on the outcomes of a questionnaire completed by a sample of 411 household primary shoppers from a transitional country in the Southeast Europe region, we developed three models that depict the predictive power of attitudes, perceived behavioural control and subjective norms, and confirmed a significant positive relationship between green food purchasing intention and all three antecedents. Furthermore, regression analysis revealed two important theoretical insights: (1) descriptive norms represent statistically significant
predictors of green food purchase behaviour; and (2) incorporating both social and descriptive norms increases the variance explained in intention. The latter also empirically proves that the meaning behind the two variables (social and descriptive norms) is different. These results contribute to the strengthening of the theory of planned behaviour in the part which has so far been referred to as then weakest link.
Keywords
theory of planned behaviour; subjective norms; descriptive norms; purchasing intention; green food
Hrčak ID:
171557
URI
Publication date:
20.12.2015.
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