Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 405099
Title Predicting consumers’ intention to purchase ready- to-eat meals: The role of moral attitude
Author(s) Olsen, N.V.; Sijtsema, S.J.; Hall, G.
Source Appetite 55 (2010)3. - ISSN 0195-6663 - p. 534 - 539.
DOI http://dx.doi.org/10.1016/j.appet.2010.08.016
Department(s) LEI Consumer & behaviour
LEI Consument and Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2010
Keyword(s) planned behavior - great-britain - food - convenience - choice - fish
Abstract This study investigates the usefulness of integrating moral attitude into the Theory of Planned Behavior (TPB) model when predicting intention to consume ready-to-eat (RTE) meals. Questionnaire data were gathered in three countries: Norway (N = 112), The Netherlands (N = 99), and Finland (N = 134) in spring 2009. A stepwise hierarchical regression was conducted, and the analyses showed that moral attitude is an important predictor of RTE-meal consumption. The feeling of moral obligation, operationalised as a negative feeling of guilt, had a negative effect on peoples’ intention to consume ready meals in all the three countries tested, and the explained variance (R2) for TPB increased when moral was added as an explanatory factor. However, although the test showed significant results for the effect of attitude towards behavior and moral in all countries, non-significant results were observed for the effect of subjective norm in both The Netherlands and Norway when moral attitude was included to the TPB-model, indicating cultural differences in the social pressure towards ready meal consumption.
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