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Open AccessArticle

To Buy or Not to Buy? Consumer Attitudes and Purchase Intentions for Suboptimal Food

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Department of Nutrition, Chung Shan Medical University, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan
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Department of Health Diet and Industry Management, Chung Shan Medical University, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan
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Department of Medical Management, Chung Shan Medical University Hospital, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan
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Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2018, 15(7), 1431; https://doi.org/10.3390/ijerph15071431
Received: 22 May 2018 / Revised: 22 June 2018 / Accepted: 4 July 2018 / Published: 6 July 2018
(This article belongs to the Special Issue Nutrition, Diets and Public Health)
Food system and food safety have drawn spontaneous global attention due to the effect of substantial environmental concerns. Three billion tons of food are wasted every year, estimated as being a third of all produced food. The production of much of this waste is directly linked to the unwillingness to sell, purchase, and consume suboptimal food that have deviated from regular products in terms of appearance standards, date labeling, or damaged packaging. Yet empirical research on this issue is scarce. This study aims to develop an extended Theory of Planned Behavior (TPB) research model, which includes environmental concern and sensory appeal to predict consumers’ purchase intention to suboptimal foods. A total of 539 respondents collected in Taiwan as data input. The empirical results of structural equation modeling (SEM) indicate that consumers’ attitude was the main predictor of their intention to purchase suboptimal foods. Interestingly, this research showed that both perceived behavioral control and subjective norms were not significant predictors of intention. Furthermore, adding environmental concern and sensory appeal as the additional constructs to the TPB significantly increased the explanatory power of the standard model. These findings provide important insights for suboptimal food and useful recommendations for marketing channels, suggesting that promotion of suboptimal food may be the key to potential business. View Full-Text
Keywords: extended theory of planned behavior (TPB); environmental concern; sensory appeal; food security extended theory of planned behavior (TPB); environmental concern; sensory appeal; food security
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MDPI and ACS Style

Wong, S.-L.; Hsu, C.-C.; Chen, H.-S. To Buy or Not to Buy? Consumer Attitudes and Purchase Intentions for Suboptimal Food. Int. J. Environ. Res. Public Health 2018, 15, 1431.

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