{"title":"Exploring the Role of Availability and Willingness to Pay Premium in Influencing Smart City Customers' Purchase Intentions for Green Food Products.","authors":"Hemantkumar P Bulsara, Mridul Trivedi","doi":"10.1080/03670244.2023.2200942","DOIUrl":null,"url":null,"abstract":"<p><p>This research aims to identify the predictors that influence young, educated customers' intention to purchase green food products in India by utilizing the extended theory of planned behavior which includes elements such as environmental concern, perceived customer effectiveness, willingness to pay a premium, and product availability. A total of 337 customers from a smart city in India participated in this quantitative study and filled out a self-administered questionnaire. PLS-SEM and CFA were used to analyze the obtained data. The findings illustrates that attitude and perceived behavioral control influences purchase intentions, but subjective norms has no effect in the Indian context.</p>","PeriodicalId":11511,"journal":{"name":"Ecology of Food and Nutrition","volume":"62 3-4","pages":"107-129"},"PeriodicalIF":1.7000,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Ecology of Food and Nutrition","FirstCategoryId":"3","ListUrlMain":"https://doi.org/10.1080/03670244.2023.2200942","RegionNum":4,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"NUTRITION & DIETETICS","Score":null,"Total":0}
引用次数: 4
Abstract
This research aims to identify the predictors that influence young, educated customers' intention to purchase green food products in India by utilizing the extended theory of planned behavior which includes elements such as environmental concern, perceived customer effectiveness, willingness to pay a premium, and product availability. A total of 337 customers from a smart city in India participated in this quantitative study and filled out a self-administered questionnaire. PLS-SEM and CFA were used to analyze the obtained data. The findings illustrates that attitude and perceived behavioral control influences purchase intentions, but subjective norms has no effect in the Indian context.
期刊介绍：
Ecology of Food and Nutrition is an international journal of food and nutrition in the broadest sense. The journal publishes peer-reviewed articles on all aspects of food and nutrition -- ecological, biological, and cultural. Ecology of Food and Nutrition strives to become a forum for disseminating scholarly information on the holistic and cross-cultural dimensions of the study of food and nutrition. It emphasizes foods and food systems not only in terms of their utilization to satisfy human nutritional needs and health, but also to promote and contest social and cultural identity. The content scope is thus wide -- articles may focus on the relationship between food and nutrition, food taboos and preferences, ecology and political economy of food, the evolution of human nutrition, changes in food habits, food technology and marketing, food and identity, and food sustainability. Additionally, articles focusing on the application of theories and methods to address contemporary food and nutrition problems are encouraged. Questions of the relationship between food/nutrition and culture are as germane to the journal as analyses of the interactions among nutrition and environment, infection and human health.
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