Purchase intentions for domestic food: a moderated TPB-explanation

Abstract

Purpose

The purpose of this paper is to investigate consumers’ intention to buy domestic food applying the theory of planned behavior. Based on this framework, the authors investigate the moderating effects of consumer ethnocentrism and self-construal.

Design/methodology/approach

To test the conceptual model, a cross-sectional study from a random sample of Norwegian consumers was employed. A total of 501 consumers filled out the web-based survey. The data were analyzed by means of confirmatory factor analysis and multiple regression.

Findings

The results show that subjective norm and perceived behavioral control (PBC) both have positive significant effects on consumers’ intention to buy domestic food. Attitude also has a positive effect but is only significant on the ten percent level. The effect of subjective norm is reduced with increasing levels of ethnocentrism, and the effect of PBC is reduced when consumers are collectivistic rather than individualistic.

Originality/value

This study provides the food industry with useful information about which mechanisms underlie the consumers’ intention to buy domestic food. In addition the study provides useful insight into how different personality characteristics affect the consumers’ intentions.

Citation

Vabø, M. and Hansen, H. (2016), "Purchase intentions for domestic food: a moderated TPB-explanation", British Food Journal, Vol. 118 No. 10, pp. 2372-2387. https://doi.org/10.1108/BFJ-01-2016-0044