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
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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Health consciousness positively impacts self-identity regarding healthy eating.
“Health consciousness is crucial in shaping consumers’ self-identity as health-conscious individuals [42,43,51,81].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [81]
Self-identity positively impacts healthy food purchase intention.
“Self-identity emerges as a significant predictor of healthy food purchase intention, maintaining its influence even when controlling for other psychological and social factors within the theory of the planned behavior framework [37,81,102].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [81]
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SUSTAINABLE PURCHASING DECISIONS FOR HALAL COSMETICS IN INDONESIA
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Communicating About Single-Use Bottled Water to Mitigate Ecosystem Pollution
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- Authors
- Ateş, H.
- Affiliations
- Ahi Evran University (TR)
- Corresponding author
- Ateş, Hüseyin
- ORCID
- Ateş, Hüseyin
- Venue
- Ecology of Food and Nutrition
- Publisher
- Informa UK Limited
- 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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