Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions
Volume: 70, Issue: 2, Pages: 121 - 138
Published: Jan 1, 2015
Abstract
The author compares the multi-attribute and subjective expected utility (SEU) models popular in research on consumer behavior to the approach offered by the theory of planed behavior (TPB). Unlike the multi-attribute and SEU models, the TPB relies not on revealed preferences to infer the underlying decision process but instead on direct assessment of its theoretical constructs. According to the theory, the consumer’s behavior is a function of...
Paper Details
Title
Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions
Published Date
Jan 1, 2015
Volume
70
Issue
2
Pages
121 - 138
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