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

Autori
Faletar, Ivica ; Kovačić, Damir ; Cerjak, Marija

Izvornik
Journal of Central European agriculture (1332-9049) 22 (2021), 1; 211-225

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
norm activation theory ; organic vegetables ; pro-environmental behaviour

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija), Ekonomija

POVEZANOST RADA