How Social Norms Affect Consumer Intention to Purchase Certified Functional Foods: The Mediating Role of Perceived Effectiveness and Attitude
Abstract
:1. Introduction
2. Literature Review and Research Hypotheses
2.1. Effect of Descriptive Norms on Consumer Perceptions of the Effectiveness of CFFs and Consumer Attitude toward CFFs
2.2. Effect of Injunctive Norms on Perceived Effectiveness of CFFs and Consumer Attitude toward CFFs
2.3. Effect of the Perceived Effectiveness of CFFs on Attitude and Purchase Intention
2.4. Effect of Attitude on Purchase Intention
3. Materials and Methods
3.1. Ethics Statement
3.2. Measurement
3.3. Data Collection and Sampling
4. Data Analysis
5. Results
6. Discussion
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Conflicts of Interest
Appendix A
Appendix A.1. Part 1
Appendix A.2. Part 2
References
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Research Constructs | Measurement Items | Factor Loading | C.R. | AVE |
---|---|---|---|---|
Descriptive norms | 1. You think that many people who are important to you eat certified functional food. | 0.88 | 0.92 | 0.80 |
2. You think people who are important to you are very likely to eat certified functional food. | 0.91 | |||
3. You think that a large proportion of people who are very important to you also eat certified functional food. | 0.90 | |||
Injunctive norms | 1. People who are very important to you recognize your consumption of certified functional food. | 0.83 | 0.91 | 0.73 |
2. Your consumption of certified functional foods is in line with what most people expect. | 0.86 | |||
3. Most people who are very important to you endorse your consumption of certified functional food. | 0.88 | |||
4. You and many people who are very important to you think that eating certified functional food is good. | 0.84 | |||
Perceived effectiveness | 1. You believe that if you eat certified functional foods, it will have a positive impact on your body. | 0.93 | 0.96 | 0.85 |
2. You believe that eating certified functional food will benefit your body. | 0.94 | |||
3. You believe that eating certified functional food will improve your physical health. | 0.91 | |||
4. You believe that if you eat certified functional food, your bodily functions will be improved. | 0.91 | |||
Attitude | 1. You think that certified functional food is worth consuming. | 0.88 | 0.93 | 0.77 |
2. You like certified functional food. | 0.84 | |||
3. In general, you are positively disposed toward certified functional food. | 0.90 | |||
4. In general, you think that certified functional food is good. | 0.88 | |||
Purchase intention | 1. The probability you would consider buying certified functional food is high. | 0.93 | 0.97 | 0.84 |
2. You will consider buying certified functional food. | 0.93 | |||
3. The likelihood that you would purchase certified functional food is high. | 0.95 | |||
4. You are willing to buy certified functional food. | 0.93 |
Research Constructs | Factor Loading | C.R. | AVE | Mean | S.D. | Correlation | ||||
---|---|---|---|---|---|---|---|---|---|---|
DN | IN | PE | ATT | PI | ||||||
Descriptive norms (DN) | 0.88~0.91 | 0.92 | 0.80 | 6.11 | 1.13 | 0.90 | ||||
Injunctive norms (IN) | 0.83~0.88 | 0.91 | 0.73 | 5.27 | 0.95 | 0.71 | 0.85 | |||
Perceived effectiveness (PE) | 0.91~0.94 | 0.96 | 0.85 | 5.41 | 0.96 | 0.53 | 0.66 | 0.92 | ||
Attitude (ATT) | 0.84~0.88 | 0.93 | 0.77 | 5.24 | 0.99 | 0.52 | 0.71 | 0.84 | 0.88 | |
Purchase intention (PI) | 0.93~0.95 | 0.97 | 0.84 | 5.19 | 1.10 | 0.50 | 0.64 | 0.71 | 0.86 | 0.92 |
Hypothesis | Path between | Path Coefficients | t-Values |
---|---|---|---|
H1 | Descriptive norms → Perceived effectiveness | +0.13 ** | 2.05 |
H2 | Descriptive norms → Attitude | −0.40 n.s | −0.96 |
H3 | Injunctive norms → Perceived effectiveness | +0.56 *** | 8.56 |
H4 | Injunctive norms → Attitude | +0.32 *** | 5.90 |
H5 | Perceived effectiveness → Attitude | +0.66 *** | 14.32 |
H6 | Attitude → Purchase intention | +0.86 *** | 21.67 |
Mediation Path | Path Coefficients | Mediating Effect | ||||||
---|---|---|---|---|---|---|---|---|
IV | M | DV | (1) IV → M | (2) M → DV | (3) IV → DV | (4) IV + M → DV | ||
M → DV | IV → DV | |||||||
DN | PE | ATT | 0.50 *** | 0.79 *** | 0.48 *** | 0.63 *** | −0.02 n.s | Full |
IN | PE | ATT | 0.62 *** | 0.66 *** | 0.28 *** | Partial | ||
DN | ATT | PI | 0.48 *** | 0.82 *** | 0.48 *** | 0.69 *** | 0.07 n.s | Full |
IN | ATT | PI | 0.66 *** | 0.60 *** | 0.06 n.s | Full | ||
PE | ATT | PI | 0.79 *** | 0.69 *** | 0.07 n.s | Full |
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Wang, E.S.-T.; Chu, Y.-H. How Social Norms Affect Consumer Intention to Purchase Certified Functional Foods: The Mediating Role of Perceived Effectiveness and Attitude. Foods 2021, 10, 1151. https://doi.org/10.3390/foods10061151
Wang ES-T, Chu Y-H. How Social Norms Affect Consumer Intention to Purchase Certified Functional Foods: The Mediating Role of Perceived Effectiveness and Attitude. Foods. 2021; 10(6):1151. https://doi.org/10.3390/foods10061151
Chicago/Turabian StyleWang, Edward Shih-Tse, and Yun-Hsuan Chu. 2021. "How Social Norms Affect Consumer Intention to Purchase Certified Functional Foods: The Mediating Role of Perceived Effectiveness and Attitude" Foods 10, no. 6: 1151. https://doi.org/10.3390/foods10061151