Scopus
🔓 Açık Erişim YÖKSİS Eşleşti
Cooperative branded food purchasing behaviour: Understand the role of consumer social responsibility, trust, and agri-rural ties through Theory of Planned Behaviour
New Medit · Ocak 2024
YÖKSİS Kayıtları
Cooperative branded food purchasing behaviour: Understand the role of consumer social responsibility, trust, and agri-rural ties through Theory of Planned Behaviour
New Medit · 2024 SCI-Expanded
PROFESÖR CENNET OĞUZ →
Makale Bilgileri
DergiNew Medit
Yayın TarihiOcak 2024
Cilt / Sayfa2024 · 135-152
Scopus ID2-s2.0-85212040468
Erişim🔓 Açık Erişim
Özet
The extended version of “Theory of Planned Behaviour”-TPB have extensively used in food consumer research during last two-decade, but extension the TPB with consumers’ Social Responsibility (SR) and its use on cooperatives’ branded food (collective brand) is missing in the literature, therefore this study aims to fill these gaps in the literature and to determine whether consumers’ SR, trust and agri-rural interest play role in purchasing the collective brand. The data was gathered from sample consisting of 284 persons who is responsible for household food expenditure, with 18+ age and living in the central districts of Antalya province in the autumn of 2021. Structural Equation Model (SEM) is used to test whether the E-TPB is valid. The results confirmed that SR and agri-rural relations are important variables in consumers’ decision to purchase collective brand. SR is also a mediating variable between intention and behaviour and between trust and behaviour. The results imply that consumers’ purchasing decisions for the collective brand can be improved by increasing consumers’ SR levels. As a result, public relation, communication, and advertising programs focused on raising consumers’ awareness of SR towards agri-rural development can also support consumers’ purchase of this brand.
Yazarlar (2)
1
Gülçin Koç
2
Cennet Oguz
Anahtar Kelimeler
Collective food brand
Food consumer behaviour
Theory of Planned Behaviour
Kurumlar
Selçuk Üniversitesi
Selçuklu Turkey
Metrikler
2
Atıf
2
Yazar
3
Anahtar Kelime