The role of subjective norms in forming the intention to purchase green food
Open accessAbstract
The purpose of this article is to analyse the specific role of two types of subjective norms in forming the intention to purchase green food. Based on the outcomes of a questionnaire completed by a sample of 411 household primary shoppers from a transitional country in the Southeast Europe region, we developed three models that depict the predictive power of attitudes, perceived behavioural control and subjective norms, and confirmed a significant positive relationship between green food purchasing intention and all three antecedents. Furthermore, regression analysis revealed two important theoretical insights: (1) descriptive norms represent statistically significant predictors of green food purchase behaviour; and (2) incorporating both social and descriptive norms increases the variance explained in intention. The latter also empirically proves that the meaning behind the two variables (social and descriptive norms) is different. These results contribute to the strengthening of the theory of planned behaviour in the part which has so far been referred to as the weakest link.
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Perceived behavioral control positively impacts healthy food purchase intention.
“The empirical evidence consistently demonstrates that individuals with higher perceived behavioral control exhibit stronger intentions to purchase healthy food products [54,95,96,97,98].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [97]
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- Authors
- Ham, M., Jeger, M., & Frajman Ivković, A.
- Affiliations
- University of Osijek (HR)
- Corresponding author
- Ham, Marija
- ORCID
- Ham, Marija
- Venue
- Economic Research-Ekonomska Istraživanja
- Publisher
- Informa UK Limited
- Published
- 2015-01
- Volume
- 28
- Issue
- 1
- Pages
- 738-748
- ISSN
- 1331-677X (ISSN-L)
- 1848-9664
- OpenAlex
- W2175079103
- Cited by
- 495
- References
- 39
- Citations by year
- 2026: 38 · 2025: 66 · 2024: 79 · 2023: 76 · 2022: 79 · 2021: 64 · 2020: 41 · 2019: 31 · 2018: 12 · 2017: 7 · 2016: 2
- FWCI
- 8.46
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- cc-by
- Locations
- Economic Research-Ekonomska Istraživanja (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- University of Zagreb University Computing Centre (SRCE) (submittedVersion, other-oa)
- Topics
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
- Keywords
- green food, purchase intention, subjective norms, descriptive norms, social norms, theory of planned behavior, perceived behavioral control, consumer attitudes, sustainable consumption, Southeastern Europe
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