预测家庭的态度和产品采用意向

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2024-08-06 DOI:10.1108/mip-09-2023-0470
Pankaj Kumar, Pardeep Ahlawat, Mahender Yadav, Parveen Kumar, Vaibhav Aggarwal
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引用次数: 0

摘要

目的本研究旨在利用基于保护性行动决策模型(PADM)和计划行为理论(TPB)相结合的综合理论框架,考察印度家庭采用室内空气净化器应对雾霾危机的态度和意向。联合国 2030 年可持续发展目标(SDGs)也强调确保健康和安全的生活,特别是通过实现 SDG-3、SDG-11 和 SDG-13。设计/方法/途径采用目的性抽样,通过向 382 个家庭发放调查问卷收集数据,并利用 SmartPLS 的偏最小二乘结构方程模型对研究假设进行评估。结果研究结果表明,心理健康风险认知(MHRP)是对家庭采用空气净化器的态度影响最大的决定因素,其次是雾霾知识、身体健康风险认知(PHRP)、信息寻求和产品知识。值得注意的是,研究结果表明,与主观规范(SN)和感知行为控制(PBC)相比,家庭的态度是其采用空气净化器意向的主要决定因素。 原创性/价值 据作者所知,本研究首次使用 PADM 和 TPB 模型对家庭采用空气净化器应对雾霾危机的意向进行了研究,为个体对生态危害的保护行为反应提供了新的见解。此外,本研究还分别分析了 PHRP 和 MHRP 对个人保护行为的影响。本研究还为政府、制造商和空气净化器销售商提供了理论贡献和重要的实践意义。
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Predicting households’ attitudes and product adoption intentions

Purpose

The present study aims to examine the households’ attitudes and intentions to adopt an indoor air purifier against the smog crisis in India by using a comprehensive theoretical framework based on the combination of the Protective Action Decision Model (PADM) and the Theory of Planned Behavior (TPB). The United Nations Sustainable Development Goals (SDGs) 2030 also emphasized ensuring a healthy and safe life, especially by achieving SDG-3, SDG-11 and SDG-13.

Design/methodology/approach

Using purposive sampling, the data were collected through a survey questionnaire distributed to 382 households, and study hypotheses were assessed by using partial least squares structural equation modeling employing SmartPLS.

Findings

The results revealed that mental health risk perception (MHRP) was the most influential determinant of households’ attitudes toward adopting air purifiers, followed by smog knowledge, physical health risk perception (PHRP), information seeking and product knowledge. Notably, results revealed that households’ attitude is a leading determinant of their adoption intention toward the air purifier compared to subjective norms (SN) and perceived behavioral control (PBC).

Originality/value

To the best of the authors’ knowledge, the present study is the first to provide new insights into an individual’s protective behavior response toward ecological hazards by examining the households’ adoption intention toward the air purifier against the smog crisis using PADM and TPB model inclusively. In addition, the present study analyzes the impact of both PHRP and MHRP on individuals’ protective behavior separately. Also, this study provides theoretical contributions and important practical implications for the government, manufacturers and air purifier sellers.

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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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