Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)

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Analyze The importance of The Theory of Planned Behavior in shaping The Purchase of Green Food Products

Authors
Widya Prananta1, *, Angga Pandu Wijaya1, Bogy Febriatmoko1
1Management, Universitas Negeri Semarang, Semarang, Indonesia
*Corresponding author. Email: widyaprananta@mail.unnes.ac.id
Corresponding Author
Widya Prananta
Available Online 4 October 2024.
DOI
10.2991/978-94-6463-522-5_55How to use a DOI?
Keywords
Green Marketing; Social Norms; Intentions to Purchase Green Food Products; Trust for Green Food Products
Abstract

Awareness of the processes occurring in the global economy changes market entities’ perceptions of production, consumption, products and marketing. Consumers’ switch to environmentally friendly products can help minimize adverse environmental impacts and health benefits. Consumers buy organic food because they think it is safer than conventional food. This research aims to explore the influence of social norms on the intention to purchase environmentally friendly food products which is mediated by trust in environmentally friendly food products. The Theory of Planned Behavior (TBP) establishes a theoretical framework for predicting and understanding consumer behavior. This theory implies that consumer behavior is a clear expression of their intentions. Quantitative research methods were used to collect data from samples selected in a representative manner from the population of the city of Semarang. The sample for this research is consumers who use environmentally friendly food products in the Semarang city, obtained through screening questions. A total of 100 respondents were involved in this research. The data obtained will be tested using PLS SEM. The research results are useful for how important Social Norms are in forming beliefs and intentions to purchase environmentally friendly food products.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2024
ISBN
978-94-6463-522-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-522-5_55How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Widya Prananta
AU  - Angga Pandu Wijaya
AU  - Bogy Febriatmoko
PY  - 2024
DA  - 2024/10/04
TI  - Analyze The importance of The Theory of Planned Behavior in shaping The Purchase of Green Food Products
BT  - Proceedings of the International conference of Economics Business and Economics Education Science (ICE-BEES-24)
PB  - Atlantis Press
SP  - 725
EP  - 735
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-522-5_55
DO  - 10.2991/978-94-6463-522-5_55
ID  - Prananta2024
ER  -