Browse > Article
http://dx.doi.org/10.7318/KJFC.2008.23.3.328

Measuring the Causal Relationship among Factors Influencing Attitude toward Meat and Consumption Behavior  

Kang, Jong-Heon (Department of Cooking Science, Sunchon National University)
Jeong, Hang-Jin (Department of Cooking Science, Sunchon National University)
Publication Information
Journal of the Korean Society of Food Culture / v.23, no.3, 2008 , pp. 328-335 More about this Journal
Abstract
The objective of this study was to evaluate the causal relationships among environmental belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. A structural equation model was employed to assess the causal effects of constructs. The results of the study demonstrated that the structural analysis results for the data also indicated excellent model fit. The effects of environmental belief, ambivalence, and subjective norm on attitude were statistically significant. The effects of environmental belief, subjective norm and attitude on meat consumption were statistically significant. The effects of attitude on intention were statistically significant. As had been expected, intention exerted a significant effect on meat consumption. Moreover, environmental belief and ambivalence exerted significant indirect effects on meat consumption through attitude. Subjective norm exerted a significant indirect effect on meat consumption through attitude and intention. Subjective norm also exerted a significant indirect effect on intention through attitude. In developing and testing conceptual models which integrate the relationship among behavioral belief, attitude variable, behavioral intention and meat consumption, this study may approach a deeper understanding of the complex relationship among meat consumption behavior-related variables. Greater understanding of the complex relationship among meat consumption behavior-related variables can improve the practical or managerial diagnosis of the problem and opportunities for different marketing strategies including meat production and meat product development and marketing communication.
Keywords
Environmental belief; ambivalence; subjective norm; attitude toward meat; consumption behavior;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Bernden M, Pligt J. 2004. Ambivalence towards meat. Appetite, 42(1):71-78   DOI   ScienceOn
2 Ajzen I. 1985. From intentions to actions: A theory of planned behaviour. in Bernden M, Pligt J. 2004. Ambivalence towards meat. Appetite, 42(1):71-78   DOI   ScienceOn
3 Andreassen TW, Lindestad B. 1998. Customer loyalty and complex services. International Journal of Service Industry Management, 9(1):7-23   DOI   ScienceOn
4 Armitage CJ, Conner M. 2000. Attitudinal ambivalence: A test of three key hypotheses. Personality and Social Psychology Bulletin, 26(11):1421-1432   DOI
5 Bargh JA, Chaiken S, Govender R, Pratto F. 1992. The generality of the automatic attitude activation effect. Journal of Personality and Social Psychology, 62(6):893-912   DOI
6 George JF. 2004. The theory of planned behavior and internet purchasing. Internet Research, 14(3):198-212   DOI   ScienceOn
7 Jonas K, Diehl M, Brömer P. 1997. Effects of attitudinal ambivalence on information processing and attitude-intention consistency. Journal of Experimental Social Psychology, 33(2):190-210   DOI   ScienceOn
8 Kenyon PM, Barker ME. 1998. Attitudes towards meat-eating in vegetarian and non-vegetarian teenage girls in England: An ethnographic approach. Appetite, 30(2):185-198   DOI   ScienceOn
9 Olsen SO. 2003. Understanding the relationship between age and seafood consumption. Food Quality and Preference, 14(3):199-209   DOI   ScienceOn
10 Olsen SO, Wilcox J, Olsson U. 2005. Consequences of ambivalence on satisfaction and loyalty. Psychology & Marketing, 22(3):247-269   DOI   ScienceOn
11 Povey R, Wellens B, Conner M. 2001. Attitudes towards following meat, vegetarian and vegan diets: An examination of the role of ambivalence. Appetite, 37(1):15-26   DOI   ScienceOn
12 Richardson NJ, Shepherd R, Elliman NA. 1993. Current attitudes and future influences on meat consumption in the UK. Appetite, 21(1):41-51   DOI   ScienceOn
13 Sparks P, Conner M, James R, Sheperd R, Povey R. 2001. Ambivalence about health-related behaviours: An exploration in the domain of food choice. British Journal of Health Psychology, 6(1):53-68   DOI   ScienceOn
14 Lea E, Worsley A. 2002. The cognitive contexts of beliefs about the healthiness of meat. Public Health Nurtition, 5(1):37-45
15 Gilbert GR, Goode MMH, Moutinho L. 2004. Measuring customer satisfaction in the fast food industry: a cross-national approach. Journal of Services Marketing, 18(5):371-383   DOI   ScienceOn
16 Nunnually JC. 1967. Psychometric theory. McGraw-Hill, New York. In Andreassen TW, Lindestad B. 1998. Customer loyalty and complex services. International Journal of Service Industry Management, 9(1):7-23   DOI   ScienceOn
17 Fishbein M, Ajzen J. 1975. Beliefs, attitude, intention, and behavior. In Bernden M, Pligt J. 2004. Ambivalence towards meat. Appetite, 42(1):71-78   DOI   ScienceOn
18 Santos MLS, Booth DA. 1996. Influences on meat avoidance among British students. Appetite, 27(3):197-205   DOI   ScienceOn
19 Priester JR, Petty RE. 1996. The gradual threshold model of ambivalence: Relating the positive and negative bases of attitudes to subjective ambivalence. Journal of Personality and Social Psychology, 71(3):431-449   DOI   ScienceOn
20 Beardsworth AD, Keil ET. 1991. Health-related beliefs and dietary practices among vegetarians and vegans: A qualitative study. Health Education Journal, 50(1):38-42   DOI
21 Sapp SG. 1991. Impact of nutritional knowledge within an expanded rational expectations model of beef consumption. J Nutr. Educ., 23(5):214-222   DOI
22 Mahon D, Cowan C, McCarthy M. 2006. The role of attitudes, subjective norm, perceived control and habit in the consumption of ready meals and takeaways in Great Britain. Food Quality and Preference, 17(6):474-481   DOI   ScienceOn
23 Worsley A, Skrzypiec G. 1998. Do attitudes predict red meat consumption among young people. Ecol. Food Nutr., 37(2):163-195   DOI
24 Sutherland HJS, Da Cunha R, Lockwood GA, Till JE. 1998. What attitudes and beliefs underlie patients' decisions about participating in chemotherapy trials. Medical Decision Making, 18(1):61-69   DOI
25 Lea E, Worsley A. 2001. Influences on meat consumption in Australia. Appetite, 36(2):127-36   DOI   ScienceOn
26 Bassili JN. 1996. Meta-judgmental versus operative indexes of psychological attributes: The case of measures of attitude strength. Journal of Personality and Social Psychology 71(4):637-653   DOI   ScienceOn
27 Hansen T, Jensen JM, Solgaard HS. 2004. Predicting online grocery buying intention. International Journal of Information Management, 24(6):539-550   DOI   ScienceOn
28 Kang JH, Jeong HJ. 2007. A study on the causal relationships among consumer's affective belief, environmental belief, subjective norm, attitude and meat consumption behavior. Korean J. Food Culture, 22(5):582-589   과학기술학회마을
29 Lam T, Hsu CHC. 2006. Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4):589-599   DOI   ScienceOn