Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase
- Authors
- Shin, Yeon Ho; Hancer, Murat; Song, Ji Hoon
- Issue Date
- Oct-2016
- Publisher
- Routledge
- Keywords
- Local food; self-congruity; structural equation modeling; theory of planned behavior
- Citation
- Journal of International Food and Agribusiness Marketing, v.28, no.4, pp.330 - 345
- Indexed
- SCOPUS
- Journal Title
- Journal of International Food and Agribusiness Marketing
- Volume
- 28
- Number
- 4
- Start Page
- 330
- End Page
- 345
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/153823
- DOI
- 10.1080/08974438.2016.1145612
- ISSN
- 0897-4438
- Abstract
- The primary purpose of this study is to investigate antecedents to behaviors associated with purchasing local food by using the extended theory of planned behavior with additional considerations of self-congruity theory. Structural equation modeling was conducted to examine direct and indirect effects of attitude, subjective norms, perceived behavioral controls, intention, and self-congruity on local food purchases. Overall, purchasing local food was found to be a multifaceted and dynamic decision-making process. In addition, self-congruity was found to impact consumers’ local food purchase directly and indirectly, indicating that it was a meaningful addition to the theory of planned behavior model.
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