An inclusive extension of the Theory of Planned Behavior for explaining household food leftover reduction intention among Gen Z

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2024-07-19 DOI:10.1108/jsocm-09-2023-0210
Budi Setiawan, Purwanto Purwanto, Wipsar Siwi Dona Ikasari, Suryadi Suryadi
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Abstract

Purpose

This study aims to extend the Theory of Planned Behavior (TPB) with the Norm Activation Theory (NAT) and apply these two theories to explain Gen Z’s intention to reduce household food leftovers.

Design/methodology/approach

Primary data were collected online from 386 respondents, selected through a convenience sampling technique from June to August 2023. Established indicators measured each construct adequately, and hypotheses were examined by using a structural equation model with robust maximum likelihood estimation.

Findings

Attitude toward behavior, perceived behavioral control and personal norms built by awareness of consequences and ascription of responsibility were proven to be able to form the intention to reduce household food leftovers. Extending the TPB with the NAT revealed that intention was built based on attitudinal belief, control belief and a feeling of moral obligation that activates personal norms.

Research limitations/implications

Respondent validity needs to be strengthened; injunctive and descriptive norms are still integrated, and the translation of intention into action is yet to be examined

Practical implications

Social marketers boosted behavior change campaigns among Zoomers by emphasizing moral responsibility, promoting awareness and favorable behavioral beliefs through tailored messages and highlighting the ease of reducing household food leftovers.

Originality/value

This study bridged existing research gaps by extending the TPB with the NAT in the context of household routine consumption practices. It offered valuable insights for promoting responsible consumption and reducing household food leftovers among the youth.

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计划行为理论的包容性扩展,用于解释 Z 世代减少家庭剩饭剩菜的意愿
目的 本研究旨在扩展计划行为理论(TPB)和规范激活理论(NAT),并运用这两个理论解释 Z 世代减少家庭剩菜剩饭的意愿。研究结果证明,行为态度、感知行为控制以及由后果意识和责任归属建立的个人规范能够形成减少家庭剩菜剩饭的意愿。利用 NAT 扩展 TPB 发现,意向的形成基于态度信念、控制信念和激活个人规范的道德义务感。实践意义社会营销人员通过强调道德责任、通过量身定制的信息促进意识和有利的行为信念以及强调减少家庭剩菜剩饭的简便性,从而推动了中联重科人的行为改变活动。它为促进青少年负责任消费和减少家庭剩饭剩菜提供了宝贵的见解。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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