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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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“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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Metadata
- 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 › Pro-Environmental Behavior and Attitudes
- Keywords
- green food, purchase intention, subjective norms, descriptive norms, social norms, theory of planned behavior, perceived behavioral control, consumer attitudes, sustainable consumption, Southeastern Europe
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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