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The role of self-identity, past behaviour and their interaction in predicting intention to purchase fresh and processed organic food

Dean, M, Raats, MM and Shepherd, R (2011) The role of self-identity, past behaviour and their interaction in predicting intention to purchase fresh and processed organic food Journal of Applied Social Psychology, 42 (3). pp. 669-688.

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Abstract

This study examined the impact of moral norms, self-identity, and past behavior on intention to buy organic tomatoes and organic tomato sauce, using the theory of planned behavior (TPB). The questionnaire, which included measures of attitudes, subjective norm, perceived behavioral control, moral norms, past behavior, and self-identity was completed by approximately 500 people for each food. Multiple regressions showed that for both foods, moral norms and self-identity added significantly to the prediction of intention over and above the other variables, even when the effect of past behavior was included. There was some evidence of past behavior moderating the self-identity/intention relationship for processed organic tomato sauce, but not for fresh organic tomatoes. Implications of the findings are discussed.

Item Type: Article
Divisions : Faculty of Health and Medical Sciences > School of Psychology
Authors :
AuthorsEmailORCID
Dean, MUNSPECIFIEDUNSPECIFIED
Raats, MMUNSPECIFIEDUNSPECIFIED
Shepherd, RUNSPECIFIEDUNSPECIFIED
Date : 11 August 2011
Identification Number : 10.1111/j.1559-1816.2011.00796.x
Related URLs :
Additional Information : This is the accepted version of the following article: Dean M, Raats MM, Shepherd R (2011) The role of self-identity, past behaviour and their interaction in predicting intention to purchase fresh and processed organic food. Journal of Applied Social Psychology, 42(3):669-688, which has been published in final form at http://dx.doi.org/10.1111/j.1559-1816.2011.00796.x
Depositing User : Symplectic Elements
Date Deposited : 03 Jun 2014 13:22
Last Modified : 09 Jun 2014 13:38
URI: http://epubs.surrey.ac.uk/id/eprint/763166

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