• Journal of the Korean Society of Food Culture
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• v.22 no.5
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• pp.582-589
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• 2007

The purpose of this study was to measure the causal relationships among affective belief, environmental belief, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal relationships among the constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The effects of affective belief, environmental belief and subjective norm on attitude were statistically significant. The effects of affective belief, environmental belief and subjective norm on meat consumption were statistically significant. As expected, attitude had a significant effects on behavioral intention. Moreover, attitude played a mediating role in the relationship between affective belief and meat consumption, environmental belief and meat consumption, subjective norm and meat consumption. Consumption played a mediating role in the relationship between attitude and behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among affective belief, environmental belief, subjective norm, attitude, meat consumption and intention. It should be noted that the original model was modified and should, preferably, be validated in future research. Other variables may be incorporated to form models that consist of new antecedent and consequence pairs.

• Journal of the Korean Society of Food Culture
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• v.23 no.3
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• pp.328-335
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• 2008

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.

• Culinary science and hospitality research
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• v.13 no.4
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• pp.45-56
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• 2007

The purpose of this study was to measure the causal relationships among affective belief, ambivalence, subjective norm, attitude, intention to consume and meat consumption. A total of 318 questionnaires were completed. The structural equation model was used to measure the causal effects among constructs. The results demonstrated that the confirmatory factor analysis model provided excellent model fit. The proposed model yielded a significantly better fit to the data than the baseline model. The effects of affective belief, ambivalence and subjective norm on attitude were statistically significant. The effect of subjective norm on intention was statistically significant. As expected, subjective norm and attitude had significant effects on meat consumption. Moreover, affective belief, ambivalence and subjective norm had indirect influences on meat consumption. Subjective norm also had an indirect influence on intention. The overall findings offered strong empirical support for the intuitive notion that improving the level of attitude toward eating meat can increase favorable intentions and decrease unfavorable intentions to reduce future meat consumption.

• Korean Journal of Human Ecology
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• v.17 no.1
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• pp.141-150
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• 2008

The purpose of this study was to assess the causal relationships among hedonic belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal effects of constructs. Results of the study demonstrated that fit of the restricted baseline model is significantly worse than that of the unrestricted proposed model, in which more parameters are estimated. The effects of hedonic belief, ambivalence and subjective norm on attitude were statistically significant. The effects of hedonic belief, subjective norm and attitude on meat consumption were statistically significant. The effect of attitude on intention was statistically significant. Moreover, attitude played a mediating role in the relationships between hedonic belief and meat consumption, between ambivalence and meat consumption, and between subjective norm and intention. This study suggested that the consumer decision-making process for eating meat products is best modeled as a complex system that incorporates both direct and indirect effects on meat consumption. This study believed the evidence presented supports this position. Moreover, this study appeared to be a worthy area of pursuit.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.170-180
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• 2008

The purpose of this study was to measure the causal relationships between past consumption, health belief, subjective, attitude, intention and purchase of organic foods. Total 326 copies of questionnaire were completed. The structural equation model was used to measure the causal effect among constructs. The results demonstrated that the confirmatory factor analysis model provided a good model fit. The proposed model yielded a significantly better fit to the data than the baseline model and the extended model. The effects of past consumption, health belief and subjective norm on attitude and intention were statistically significant. The effects of attitude on intention and behavior to purchase organic food were statistically significant. As expected, health belief and subjective had significant effects on behavior to purchase organic foods. Moreover, past consumption, health belief and subjective norm had indirect influences on intention through mediated variables. Based on the empirical results and findings, some suggestions are provided to the institutions concerned so as to facilitate this organic sector's on-going expansion in the food industry.

• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.130-139
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• 2016

This study is intended to investigate what impact consumption value and subjective norm by consumers with regard to the social commerce for the foodservice to affect on the behavior of consumers. The result were as follows: first consumption value and subjective norm has positive effect on perceived usefulness, except for monetary value. Second, consumption value have positive effect on perceived ease of use, except for emotional value and subjective norm. Third, perceived ease of use has positive effects on usefulness. The last, perceived ease of use and usefulness has positive effects on reuse intention. It is to be hoped that this study provides foodservice social commerce service practitioners with guideline for establishing methodical strategies.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.22 no.4
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• pp.1-8
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• 2022

This study examined the effect of Internet exposure on plastic consumption behaviors, and the mediating effect of social norms. The survey participants in this study were 220 college students. Collected data were analyzed by the SPSS 26.0 and PROCESS macro 4.1 (model 4). The results of this study showed that the relationship between Internet exposure and intention to plastic consumption was mediated by descriptive norms. These results suggest that Internet exposure and social norms are important factors that can promote or constrain plastic consumption behaviors. Based on these results, we presented the theoretical and practical implications of this study.

• Journal of the Korean Society of Food Culture
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• v.23 no.3
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• pp.301-307
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• 2008

The purpose of this study was to assess the causal relationships among belief, subjective norm, moral feeling, attitude, and the intention to consume organic beef. A total of 326 questionnaires were completed by adult in Jeonnam area. Structural equation modeling was used to measure the causal relationships among the constructs. The structural analysis results indicated an excellent model-data fit. The covariance effects of belief and subjective norm, and belief and moral feeling were statistically significant. The effects of belief and moral feeling on attitude and intention to consume were also statistically significant. As expected, attitude had significant effects on intention to consume. Moreover, attitude played a mediating roles in the relationship between belief and intention to consume. Finally, based on structural analysis, a model was proposed for the interrelations among belief, subjective norm and moral feeling towards organic food, attitude and intention to consume. It should be noted that the original organic food consumption model was modified, and should preferably be validated by future research. Other constructs, such as perceived behavior control and consumption, may be incorporated to form models that consist of new antecedent and consequence pairs.

• Journal of the Korean Society of Food Culture
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• v.26 no.1
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• pp.80-85
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• 2011

This study analyzed consumer attitude, habit strength, subjective norm, a pros evaluation, and intention to consume to estimate perceptible variables that affect apple consumption. Data were collected from 207 men and women through a selfadministrated questionnaire. A partial least squares regression was conducted as one of structural equation models to estimate and test hypotheses. The results showed that attitude, habit strength, and the pros evaluation affected the intention to consume apples, and that the intention increased apple consumption. The results also showed that some marketing strategies are needed to promote apple consumption and to make consumers change their intention, to develop habits for eating apples by changing their diets, and to impress upon them that apples are good for health. This can be interpreted as meaning that it is most important to understand consumer behavior, particularly consumer psychology, which is reflected in the recent trend of marketing that concentrates on meeting the consumer's needs rather than the producer's.

• CRM연구
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• v.2 no.2
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• pp.1-19
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• 2009

In an attempt to explore the consumption behaviors of customers regarding ethnic food restaurants the present study examined the effects of consumer characteristics, accessibility of ethnic food restaurants, product characteristics, and social factors on the customer behavior towards ethnic food restaurants, and further investigated the causal relationship between the customer behavior and his or her intent to reuse. A questionnaire survey was conducted approximately for a month with domestic consumers who had tried foreign cuisines. A total of 230 questionnaires were distributed and 215 questionnaires were collected, of which 210 were used in the final analysis excluding five due to inadequate responses. The finding of the study were as follows. First, of the consumers' lifestyles category the gourmet oriented did not yield significant effect on subjective norm or other consumption behavior, whereas the trend oriented had noticeable influence on both factors. Second, while consumers' diversity-seeking characteristic did not affect subjective norm, it affected consumption behavior of ethic food restaurants. The results seem to indicate that the diversity-seeking characteristic is more to one's individual attributes, rather than being influenced by others. Third, ethnic food restaurant's consumption accessibilities strongly influenced the subjective norm, suggesting that in using the ethnic food restaurants, the more convenient the accessibility is, the higher the possibility of use from influenced reference group. However, when consumers previously had not been exposed to ethnic cuisines, convenient accessibility was not able to overcome the barriers of consumer reluctance, nor directly shape positive behaviors. Fourth, while national uniqueness of ethnic food did not affect subjective norm, the uniqueness did have positive impact on consumption behavior of foreign ethnic food restaurants. Fifth, consumer's subjective norm positively influenced both consumption behavior of ethnic food restaurants and their intent for future use. Lastly, consumption behavior toward foreign ethnic food restaurants positively influenced consumer's intent for future use, indicating that it would be most imperative and effective to first help reinforce positive attitude in oder to encourage a more use of ethnic food restaurants.