Consumer behavioral intention toward sustainable biscuits: An extension of the theory of planned behavior with product familiarity and perceived value
扩展计划行为理论，加入产品熟悉度和感知价值，调查2396名意大利消费者对可持续饼干的购买意向，发现感知质量和环境关注显著正向影响购买意向，而间接经验、绿色感知效用等无显著影响。
Abstract Sustainable food consumption may help mitigate the impact that the food industry exerts on the natural environment. To foster sustainable food consumption, it is essential to understand consumers' perceptions related to sustainable food as well as the determinants of the intention to purchase sustainable food. Through an extension of the theory of planned behavior (TPB) with product familiarity (direct and indirect experience) and perceived value (perceived quality and green perceived utility), this study examines the drivers of purchase intention of sustainable biscuits. A survey of 2396 Italian consumers was conducted and structural equation modeling was used to test the developed model. Results show that perceived quality and environmental concern have positive and significant effects on purchase intention, regardless of the specific characteristics of sustainable biscuits, whereas mixed results are obtained about the effect of direct experience and perceived consumer effectiveness. Indirect experience, green perceived utility, perceived behavioral control, and subjective norms do not display any significant effect.