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Original scientific paper
https://doi.org/10.5513/JCEA01/22.1.3026

Purchase of organic vegetables as a form of pro-environmental behaviour: Application of Norm Activation Theory

Ivica Faletar ; Federal Research Institute for Rural Areas, Forestry and Fisheries, Institute of Market Analysis, Johann Heinrich von Thünen Institute, Bundesallee 63, 38116 Braunschweig, Germany
Damir Kovačić ; University of Zagreb Faculty of Agriculture, Department of Agricultural Marketing, Svetošimunska cesta 25, 10000 Zagreb, Croatia
Marija Cerjak ; University of Zagreb Faculty of Agriculture, Department of Agricultural Marketing, Svetošimunska cesta 25, 10000 Zagreb, Croatia

Fulltext: english, pdf (719 KB) pages 211-225 downloads: 62* cite
APA 6th Edition
Faletar, I., Kovačić, D. & Cerjak, M. (2021). Purchase of organic vegetables as a form of pro-environmental behaviour: Application of Norm Activation Theory. Journal of Central European Agriculture, 22 (1), 211-225. https://doi.org/10.5513/JCEA01/22.1.3026
MLA 8th Edition
Faletar, Ivica, et al. "Purchase of organic vegetables as a form of pro-environmental behaviour: Application of Norm Activation Theory." Journal of Central European Agriculture, vol. 22, no. 1, 2021, pp. 211-225. https://doi.org/10.5513/JCEA01/22.1.3026. Accessed 5 Dec. 2021.
Chicago 17th Edition
Faletar, Ivica, Damir Kovačić and Marija Cerjak. "Purchase of organic vegetables as a form of pro-environmental behaviour: Application of Norm Activation Theory." Journal of Central European Agriculture 22, no. 1 (2021): 211-225. https://doi.org/10.5513/JCEA01/22.1.3026
Harvard
Faletar, I., Kovačić, D., and Cerjak, M. (2021). 'Purchase of organic vegetables as a form of pro-environmental behaviour: Application of Norm Activation Theory', Journal of Central European Agriculture, 22(1), pp. 211-225. https://doi.org/10.5513/JCEA01/22.1.3026
Vancouver
Faletar I, Kovačić D, Cerjak M. Purchase of organic vegetables as a form of pro-environmental behaviour: Application of Norm Activation Theory. Journal of Central European Agriculture [Internet]. 2021 [cited 2021 December 05];22(1):211-225. https://doi.org/10.5513/JCEA01/22.1.3026
IEEE
I. Faletar, D. Kovačić and M. Cerjak, "Purchase of organic vegetables as a form of pro-environmental behaviour: Application of Norm Activation Theory", Journal of Central European Agriculture, vol.22, no. 1, pp. 211-225, 2021. [Online]. https://doi.org/10.5513/JCEA01/22.1.3026

Abstracts
The aim of this research was to explore the applicability of norm activation theory in the context of organic vegetables with intention to purchase as a variable of the interest. Survey was conducted on a sample of 404 organic vegetables consumers. Results of Structural Equation Modeling revealed that the determinants of personal norm were awareness of need and social norm. Personal norm and social norm significantly and positively influenced purchasing intention of organic vegetables, approving applicability of norm activation theory. Based on these findings, recommendations for marketing practice are given in order to strengthen purchasing intention of organic vegetables and thus purchasing behaviour of organic vegetables as a form of pro-environmental behaviour.

Keywords
norm activation theory; organic vegetables; pro-environmental behaviour

Hrčak ID: 254980

URI
https://hrcak.srce.hr/254980

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