The role of subjective norms in forming the intention to purchase green food

Figures & data

Figure 1. The conceptual framework of the theory of planned behaviour.

Source: An adapted model from Ajzen (2002), Rivis and Sheeran (2003).

Table 1. Reliability analysis of the constructs.

Measurement scale	Number of items	Mean	Standard deviation	Cronbach’s Alpha	Average inter-item correlation
Intention	5	14.76	5.289	0.929	0.724
Attitude	8	28.76	6.173	0.826	0.370
Perceived behavioural control	3	8.73	2.775	0.745	0.491
Social norms	5	14.70	5.088	0.908	0.665
Descriptive norms	4	10.33	3.676	0.908	0.715

Source: Authors' analysis.

Table 2. Summary of models.

Model	R	r^2	Adjusted r^2	Std. Error of the Estimate
1	0.642^a	0.413	0.408	0,81371
2	0.621^b	0.386	0.381	0,83211
3	0.671^c	0.450	0.445	0,78827

a. Dependent variable: Intention.

Predictors: (Constant), Personal attitude, Perceived Behavioural Control, Social Norms.

b. Dependent variable: Intention.

Predictors: (Constant), Personal attitude, Perceived Behavioural Control, Descriptive norms.

c. Dependent variable: Intention.

Predictors: (Constant), Personal attitude, Perceived Behavioural Control, Social norms, Descriptive norms.

Source: Authors' analysis.

Table 3. Regression coefficients.

Model		Unstandardized Coefficients		Standardised Coefficients	t	Significance
		B	Std. Error	Beta
1	(Constant)	1.013	0.225		4.495	0.000
	Personal attitude	0.302	0.058	0.220	5.234	0.000
	Perceived behavioural control	0.264	0.046	0.231	5.755	0.000
	Social norms	0.132	0.014	0.408	9.725	0.000
2	(Constant)	-0.297	0.220		-1,345	0.179
	Personal attitude	0.431	0.056	0.313	7.691	0.000
	Perceived behavioural control	0.221	0.048	0.193	4.559	0.000
	Descriptive norms	0.411	0.048	0.356	8.528	0.000
3	(Constant)	0.503	0.239		2.104	0.036
	Personal attitude	0.308	0.056	0.224	5.514	0.000
	Perceived behavioural control	0.204	0.046	0.179	4.450	0.000
	Descriptive norms	0.264	0.050	0.229	5.249	0.000
	Social norms	0.100	0.015	0.308	6.877	0.000

Source: Authors' analysis.

Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32, 665–683.10.1111/jasp.2002.32.issue-4

 Web of Science ®Google Scholar

Rivis, A., & Sheeran, P. (2003). Descriptive norms as an additional predictor in the theory of planned behaviour: A meta-analysis. Current Psychology, 22, 218–233.10.1007/s12144-003-1018-2

 Web of Science ®Google Scholar