Petrovici, Dan A and Paliwoda, Stanley J. (2008) Reasoned Action and Food Choice in a Transitional Economy. Journal of East-West Business, 14 (3/4). pp. 249-270. ISSN 1066-9868.
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This study examines predictive factors of consumer behaviour in food, employing a study of 485 Romanian respondents using the Theory of Reasoned Action (TRA). Drawing on a structural equation models approach, causal paths for six products were estimated. Habit emerged as the most significant predictor of behavioral intention. The results of this empirical study support the notion that attitudes and habits influence behavioral intentions toward food consumption. A modification of the TRA, within the context of income constraints, is proposed in the form of willingness to consume. Competing structural models are discussed, and the implications of the study for both marketers and consumers are highlighted.
|Subjects:||H Social Sciences|
|Divisions:||Faculties > Social Sciences > Kent Business School > Marketing|
|Depositing User:||Rebecca Stevenson|
|Date Deposited:||11 Dec 2009 12:19|
|Last Modified:||14 Dec 2009 10:57|
|Resource URI:||http://kar.kent.ac.uk/id/eprint/23441 (The current URI for this page, for reference purposes)|
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