Reasoned Action and Food Choice in a Transitional Economy

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.

KEYWORDS:

• Central and Eastern Europe
• consumer behavior
• European Union
• food choice
• habit
• purchase intention
• theory of planned behavior
• theory of reasoned action
• transitional economy

Notes

Note. ∗Consumption in kg per capita per year unless otherwise stated.

Source: NCS (1997, 1999, 2001, 2003, 2005).

Note. ∗p < .05; ∗∗p < .01; ⁺ p < .15; ⁺⁺ p < .10.

Note. ∗p < .05; ∗∗p < .01; ⁺ p < .15; ⁺⁺ p < .10.

Note. The coefficient of association of Russell and Rao, c = a/(a + b + c + d) has been used (da Silva Meyer et al., 2004), where a = number of respondents who intended to consume product x and actually consumed it; b = number of respondents who intended to consume product x but have not actually consumed it; c = number of respondents who have not intended to consume product x but actually consumed it; d = number of respondentswho have not intended to consume product x and have not actually consumed it.

Additional information

Notes on contributors

Dan A. Petrovici

Dan A. Petrovici is Lecturer in Marketing at the Kent Business School, University of Kent, Canterbury, United Kingdom.

Stanley J. Paliwoda

Stanley J. Paliwoda is Professor of Marketing and Deputy Head of the Department of Marketing at Strathclyde University, Glasgow, Scotland, United Kingdom.