Cited by 62Organic Food and AgricultureConsumer Attitudes and Food LabelingEnvironmental Sustainability in Business

Understanding Students’ and Science Educators’ Eco-Labeled Food Purchase Behaviors: Extension of Theory of Planned Behavior with Self-Identity, Personal Norm, Willingness to Pay, and Eco-Label Knowledge

Ateş, Hüseyin·2021·Ecology of Food and Nutrition

Abstract

This study aims to understand antecedents of students' and science educators' purchasing behaviors for eco-labeled foods with the extended Theory of Planned Behavior (TPB) model including self-identity, personal norm, willingness to pay, and eco-label knowledge in the Turkish context. A web-based survey was used to collect data from 3,393 people including middle school students, high school students, pre-service science teachers, science teachers, and academic staff. The results revealed that both the original (32%) and extended (37%) TPB models successfully explained intentions to purchase eco-labeled foods. In addition, personal norm, eco-label knowledge, and intention explained 25% of the variance in purchase behaviors indicating an acceptable explanatory power. In the original TPB model, attitude and perceived behavioral control had positive influence on intention, and in addition to those factors, willingness to pay and self-identity had a positive effect on intention in the extended TPB model. However, subjective norm had no significant influence on intention for both models. As a result, the study has important practical implications for policy and curriculum makers, education stakeholders, and science educators.

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Crossref · 10.1080/03670244.2020.1865339

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Authors
Ateş, H.
Affiliations
Ahi Evran University (TR)
Corresponding author
Ateş, Hüseyin
Venue
Ecology of Food and Nutrition
Published
2021-01-06
Volume
60
Issue
4
Pages
454-472
ISSN
  • 0367-0244 (ISSN-L)
  • 1543-5237
OpenAlex
W3120256392
Cited by
62
References
69
Citations by year
2026: 6 · 2025: 17 · 2024: 11 · 2023: 15 · 2022: 11 · 2021: 2
FWCI
5.86
Type
journal article
Language
en
Open access
closed
Locations
  • Ecology of Food and Nutrition (publishedVersion)
  • PubMed (publishedVersion)
Topics
  • Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
  • Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
Keywords
food purchase behavior, theory of planned behavior, self-identity, personal norms, willingness to pay, purchase intention, science educators, pre-service science teachers, students, sustainable consumption, Turkish consumers
MeSH terms
Attitude, Consumer Behavior, Humans, Psychological Theory, Students, Intention

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