engleski

Predicting the intention to purchase green food in Croatia – the influence of percieved self- identity

The Theory of planned behavior (TPB) has been used in a vast number of research areas, as well as in investigating environmentally oriented consumer behavior. The purpose of the present research is to examine the direction and strength of the influence of inherent factors of the TPB and to consider the extension of the model in order to better explain the variance in the intention to purchase green food. It is based on the previous research suggesting the inclusion of Perceived self-identity (PSI) in the model in order to predict different types of behavior. PSI refers to the salient aspects of an individual’s self-identity towards performing a given behavior. It is hypothesized that a person who considers green products to be congruent with their perceived self-image will have a stronger intention to purchase green food. Based on the outcomes of a questionnaire completed by a sample of 411 household primary shoppers from Eastern Croatia, authors developed two models that depict the predictive power of attitudes, perceived behavioral control and subjective norms, and confirmed a significant positive relationship between green food purchasing intention and all three antecedents. Furthermore, multiple regression analysis empirically proved the significant and strong influence of the perceived self-identity which strongly contributes to the explained variance. This paper contributes to understanding the determinants of buying green food in Croatia thus giving managers and other relevant social stakeholders key information needed for fostering green consumer behavior. Based on the strong influence of self-identity, it is suggested to use promotion concepts related to the expression of self-image and lifestyles. The study also contributes to the development of the Theory in general and in the context of green marketing by testing its explanatory ability and adds to rising efforts of researchers to eliminate some of the shortcomings.

purchasing intention ; green food ; theory of planned behavior ; perceived selfidentity ; Croatia

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