An application of the theory of planned behaviour to predict intention to consume plant-based yogurt alternatives
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An application of the theory of planned behaviour to predict intention to consume plant-based yogurt alternatives. / Pandey, Sujita; Ritz, Christian; Perez-Cueto, Federico Jose Armando.
I: Foods, Bind 10, Nr. 1, 148, 2021.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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TY - JOUR
T1 - An application of the theory of planned behaviour to predict intention to consume plant-based yogurt alternatives
AU - Pandey, Sujita
AU - Ritz, Christian
AU - Perez-Cueto, Federico Jose Armando
N1 - CURIS 2021 NEXS 024
PY - 2021
Y1 - 2021
N2 - This study attempts to predict plant-based yogurt consumers' intention to consume plant-based yogurt alternatives in Denmark employing Ajzen's theory of planned behaviour as a theoretical framework. An online survey was conducted among 265 consumers recruited through convenience (snowball) sampling. The results from structural equation modelling analysis show that attitude (β = 0.216, p < 0.001), perceived behavioural control (self-efficacy) (β = 0.229, p < 0.001) and perceived sensory attributes (β = 0.324, p < 0.001) positively and significantly influenced consumers' intention to consume plant-based yogurt alternatives. However, subjective norms (β = 0.106, p = 0.087) and perceived barriers (β = -0.051, p = 0.414) did not influence consumers' intention to consume plant-based yogurt alternatives. Further, objective knowledge showed no significant influence on attitudes (β = 0.077, p = 0.242) and intention (β = -0.029, p = 0.603) towards plant-based yogurt alternatives. The intention (β = 0.677, p < 0.001) to consume plant-based yogurt alternatives showed a strong positive correlation with the behaviour to consume plant-based yogurt alternatives. The results from logistic regression indicated that socio-demographic characteristics, gender, education, income and region of residence were significantly associated with consumption of plant-based yogurt alternatives. Thus, focusing on consumers' attitudes and self-efficacy and improving the organoleptic characteristics might promote the consumption of plant-based yogurt alternatives in Denmark and similar countries.
AB - This study attempts to predict plant-based yogurt consumers' intention to consume plant-based yogurt alternatives in Denmark employing Ajzen's theory of planned behaviour as a theoretical framework. An online survey was conducted among 265 consumers recruited through convenience (snowball) sampling. The results from structural equation modelling analysis show that attitude (β = 0.216, p < 0.001), perceived behavioural control (self-efficacy) (β = 0.229, p < 0.001) and perceived sensory attributes (β = 0.324, p < 0.001) positively and significantly influenced consumers' intention to consume plant-based yogurt alternatives. However, subjective norms (β = 0.106, p = 0.087) and perceived barriers (β = -0.051, p = 0.414) did not influence consumers' intention to consume plant-based yogurt alternatives. Further, objective knowledge showed no significant influence on attitudes (β = 0.077, p = 0.242) and intention (β = -0.029, p = 0.603) towards plant-based yogurt alternatives. The intention (β = 0.677, p < 0.001) to consume plant-based yogurt alternatives showed a strong positive correlation with the behaviour to consume plant-based yogurt alternatives. The results from logistic regression indicated that socio-demographic characteristics, gender, education, income and region of residence were significantly associated with consumption of plant-based yogurt alternatives. Thus, focusing on consumers' attitudes and self-efficacy and improving the organoleptic characteristics might promote the consumption of plant-based yogurt alternatives in Denmark and similar countries.
KW - Faculty of Science
KW - Plant-based yogurt alternative
KW - Theory of planned behaviour
KW - Knowledge
KW - Sensory attributes
KW - Denmark
U2 - 10.3390/foods10010148
DO - 10.3390/foods10010148
M3 - Journal article
C2 - 33445762
VL - 10
JO - Foods
JF - Foods
SN - 2304-8158
IS - 1
M1 - 148
ER -
ID: 255354120