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Reasoned action and food choice in a transitional economy

Paliwoda, S.J. and Petrovici, D. (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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Abstract

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.

Item type: Article
ID code: 15889
Keywords: consumer behavior, food choice, transitional economy, Social Sciences (General), Geography, Planning and Development
Subjects: Social Sciences > Social Sciences (General)
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Mrs Jan Whiteford
    Date Deposited: 08 Mar 2010 14:26
    Last modified: 04 Sep 2014 22:25
    URI: http://strathprints.strath.ac.uk/id/eprint/15889

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