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Determinants of Consumers’ Purchasing Behavior for Certified Aquaculture Products in South Korea

Korea Maritime Institute, Haeynag-ro 301beon-gil, Busan 49111, Korea
Sustainability 2019, 11(14), 3840; https://doi.org/10.3390/su11143840
Received: 3 July 2019 / Revised: 10 July 2019 / Accepted: 12 July 2019 / Published: 14 July 2019
(This article belongs to the Section Sustainable Agriculture, Food and Wildlife)
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Abstract

This study aims to investigate consumers’ decision-making process for purchasing certified aquaculture products using the theory of the planned behavior (TPB) model. Based on the TPB model, this study empirically examines the relationship among TPB constructs, namely; attitude, social norm, perceived behavioral control, and behavioral intention to purchase sustainably produced products (i.e., Aquaculture Stewardship Council-certified products). Data from a web-based survey conducted through an online survey company (960 usable response samples) are analyzed using structural equation modeling. The results indicate that all latent variables (i.e., attitude, social norm, and perceived behavioral control) positively affect consumers’ behavioral intention. More importantly, environmental awareness moderates the relationships between TPB constructs and behavioral intention. In the case of the high awareness group in this study, attitude influences behavioral intention more than social norm does. On the contrary, in the case of the low awareness group, social norm influences behavioral intention more than attitude does. View Full-Text
Keywords: theory of planned behavior; sustainable aquaculture; structural equation modeling (SEM); new ecological paradigm; Aquaculture Stewardship Council (ASC); environmental awareness; sustainable seafood certification theory of planned behavior; sustainable aquaculture; structural equation modeling (SEM); new ecological paradigm; Aquaculture Stewardship Council (ASC); environmental awareness; sustainable seafood certification
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Yi, S. Determinants of Consumers’ Purchasing Behavior for Certified Aquaculture Products in South Korea. Sustainability 2019, 11, 3840.

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