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Factors driving consumption behavior for green aquatic products

Factors driving consumption behavior for green aquatic products PurposeThe purpose of this paper is to investigate the factors that influence consumers’ consumption behavior with regard to green aquatic products from a social cognitive theory perspective.Design/methodology/approachA web survey was used to collect the data. The survey subjects were citizens of Ningbo City in Zhejiang Province. A total of 403 subjects were obtained through the sampling service, and 337 subjects were retained after strict examination. The data were used to construct a partial least squares structural equation model.FindingsThe cognition of green aquatic products significantly positively affects outcome expectancy, self-efficacy, perception of others’ behavior, and socio-structural conditions. Self-efficacy and outcome expectancy significantly positively influence consumption intention. Self-efficacy, perception of others’ behavior, and consumption intention significantly positively affect consumption behavior.Practical implicationsThe concept, connotations and benefits of green aquatic products should be widely publicized through diversified channels to increase people’s knowledge of these products and to encourage people to distinguish them from regular aquatic products and to believe in their benefits. In addition, measures should be taken to guarantee that only genuine green aquatic products can enter the market because the false claims of some products have damaged consumers’ belief in these products.Originality/valueTo test the effect of the cognition of green aquatic products, the construct “the cognition of green aquatic products” was added to the model based on social cognitive theory. This paper contributes to the existing literature by further exploring how cognitive aspects affect consumption behavior with regard to green food. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Factors driving consumption behavior for green aquatic products

British Food Journal , Volume 119 (7): 17 – Jul 3, 2017

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/BFJ-10-2016-0456
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to investigate the factors that influence consumers’ consumption behavior with regard to green aquatic products from a social cognitive theory perspective.Design/methodology/approachA web survey was used to collect the data. The survey subjects were citizens of Ningbo City in Zhejiang Province. A total of 403 subjects were obtained through the sampling service, and 337 subjects were retained after strict examination. The data were used to construct a partial least squares structural equation model.FindingsThe cognition of green aquatic products significantly positively affects outcome expectancy, self-efficacy, perception of others’ behavior, and socio-structural conditions. Self-efficacy and outcome expectancy significantly positively influence consumption intention. Self-efficacy, perception of others’ behavior, and consumption intention significantly positively affect consumption behavior.Practical implicationsThe concept, connotations and benefits of green aquatic products should be widely publicized through diversified channels to increase people’s knowledge of these products and to encourage people to distinguish them from regular aquatic products and to believe in their benefits. In addition, measures should be taken to guarantee that only genuine green aquatic products can enter the market because the false claims of some products have damaged consumers’ belief in these products.Originality/valueTo test the effect of the cognition of green aquatic products, the construct “the cognition of green aquatic products” was added to the model based on social cognitive theory. This paper contributes to the existing literature by further exploring how cognitive aspects affect consumption behavior with regard to green food.

Journal

British Food JournalEmerald Publishing

Published: Jul 3, 2017

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