• Human Ecology Research
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• v.56 no.2
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• pp.109-122
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• 2018

Cross-border online shopping is an example of non-mobile transnational consumption behavior that has become more popular over the last decade due to the development of technology and transportation. Based on the Theory of Reasoned Action(TRA), this study proposed and tested the hypothesized model that would explain the relationships among consumption beliefs, attitudes toward cross-border online shopping, subjective norms, and purchase intention. Consumption beliefs were measured by global consumption orientation, consumer orientation, and global brand beliefs. In addition, subjective norms included two types: online and offline norms. Descriptive statistics and path analysis were employed for the analysis of the dataset of 174 participants. As a result, the hypothesized model was generally supported. Consistent with the hypothesis, global consumption orientation and global brand beliefs were positively related to positive attitudes toward cross-border online shopping but negatively associated with consumer ethnocentrism. Offline subjective norms positively predicted both the attitudes and purchase intention whereas online subjective norms only predicted purchase intention. The results reflected that TRA was applicable to the intention of cross-border online shopping in a current on-line shopping context. We also discussed the practical applications and limitations of the study.

• Korean Journal of Community Nutrition
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• v.8 no.1
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• pp.53-61
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• 2003

This study was designed to explain the intentions and consumption of dairy foods among university female students. The factors related to intentions of consumption or actual consumption of dairy foods were identified within the theory of planned behavior. The survey questionnaire, developed using open-ended questions (n=35) , was administered to university female students (n:184) Subjects completed information regarding attitudes, subjective norms, perceived control, intentions and consumption of dairy foods. Correlation analysis and multiple regression were used to study the association of factors with intentions and consumption of dairy foods. Subjects showed relatively low intention to consume dairy foods (-0.4 $\pm$ 1.6 from a scale of -4-14). They ate 1.2 $\pm$ 0.9 servings of dairy foods a day and 52.2% of subjects had less than a serving a day, showing inadequate consumption of dairy foods. All three factors, attitudes, subjective norms and perceived control were significantly correlated to the intentions to take dairy foods regularly (r : 0.26-0.27) . Multiple regression results, however, revealed that subjective norms (p < 0.01) and perceived control (p < 0.05) contributed to the model of explaining intentions, while attitudes did not (model $R^2$ : 0.154) . To predict and explain actual consumption of dairy foods, two regression models were examined. In the first model, perceived control was significant in predicting dairy foods consumption, while attitudes and subjective norms were not. In the second model, intentions and perceived control were significantly related to actual consumption of dairy foods, providing the empirical evidence of the theory (model $R^2$: 0.121) These results suggest that perceived control was significant in explaining actual behavior as well as intentions. This study suggests that nutrition education to increase dairy foods consumption for young adults should focus on increasing perception of control and eliciting social support from respected others.

• 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 Nutrition and Health
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• v.33 no.8
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• pp.833-839
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• 2000

The purpose of this study was to investigate sodium consumption and related psychosocial factors among hypertensive patients and normal adults through questionnaire development. The Theory of Planned Behavior provided the basis for the study. The mean blood pressure of subjects was 117. 1 mmHg/78.55mgHg in normal adults(N-218), 159.65mmHg/102.05mmHg(systolic/diastolic) in hypertensive group(N=219) and the sodium consumption was 5219.4${\pm}$1821.3mg in normal adults and 4631.4${\pm}$1749.1mg in hypertensive group. The results of Multiple logistic regression analysis showed that the odds of being hypetensive group were increasd as subjects felt that dalty food (OR=1.5) (OR=0.8). The odds of beign hypertensive group increased as subject received more support. With respect to perceived control, the odds of being hypertensive group were increased as subjects felt more confident in contolling salty intake when spouse likes to take salty food(OR=1.4). In contrast, subjects felt less confident in contolling sodium consumption when they took medicine(OR=0.8). Study findings revealed that all three factors, attitudes, subjective norms, and perceived control contributed to the model for explaining intentions, with subjective norms being most important. This findings provided the empirical evidence for the TPB in explaining salt intake. This study suggest that educational interventions for hypertension patients focus on changing sodium consumption through changing attitude toward high sodium consumption, subjective norms, perceived control over reducing sodium consumption of specific situations, specially subjective norms and perceived control. In addition, interventions may include strategies to change attitudes toward sodium consumption by helping hypertensive patients realize negative beliefs and modifying positive beliefs and to elicit and maintain subjective norm from doctors, family and neighbors, and to increase control beliefs for reducing sodium consumption.(Korean J Nutrition 33(8) : 833-839, 2000)

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.19-33
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• 2018

Collaborative consumption was suggested as a new paradigm of consumption and business model that focuses on sharing and using resources to reduce the risks of resource depletion and environmental impact. Individual consumers carry out a role not only as users but also as providers for collaborative consumption. In the present study, the authors investigated consumers' intention to participate in collaborative consumption both as providers and users. The effects of perceived benefit of collaborative consumption, subjective norms and ease of participation on the intention to participate in collaborative consumption were analyzed. The perceptions on benefits and subjective norms were relatively high, while the perception on ease of participation was relatively low. The effects of subjective norms and ease of participation on the intention to participate in collaborative consumption were significant. The result shows that support from one's reference group and the perception on ease of participation have significant positive effects on the intent to participate in collaborative consumption. Therefore, communication strategies for developing a positive consumer attitude and a social consensus about the necessity of collaborative consumption are needed.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.982-993
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• 2018

Consumers' interests in the environment have been growing; hence, their consciousness about the environment has changed and affected their clothing shopping behavior. Prior study indicated attitude-behavior inconsistency in eco-friendly consumer behavior. It was because consumers' consciousness or attitude was often measured at an abstract level, not at a product specific level. This study investigated eco-friendly clothing knowledge, eco-friendly clothing consciousness, and ecological clothing consumption behavior. The effects of consumers' level of clothing involvement and subjective norms in this process were also investigated. For the empirical research, a questionnaire was developed, and responses from 480 women in their 20s to 50s were statistically analyzed. Results indicated that interest and fashion consciousness dimensions of clothing involvement had a significant influence on eco-friendly clothing knowledge, which thereby significantly influenced the three factors of eco-friendly clothing consciousness: social responsibility, health orientation, and clothing resource-saving consciousness. Such factors had different roles in the clothing consumption process. Social responsibility had a significant influence on the entire process of clothing consumption: shopping, purchasing, using, and disposing behaviors. Health orientation consciousness had a significant influence on shopping and purchasing behaviors, whereas resource-saving consciousness had a significant impact only on shopping behavior. Subjective norms were significantly correlated with all aspects of the clothing consumption process. Influence on disposing behavior was relatively weaker than other aspects of clothing consumption behavior.

• Nutrition Research and Practice
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• v.5 no.2
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• pp.169-178
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• 2011

Fast food is popular among children and adolescents; however, its consumption has often been associated with negative impacts on nutrition and health. This study examined current fast food consumption status among middle school students and explored factors influencing fast food consumption by applying Theory of Planned Behavior. A total of 354 (52.5% boys) students were recruited from a middle school. The subjects completed a pre-tested questionnaire. The average monthly frequency of fast food consumption was 4.05 (4.25 for boys, 3.83 for girls). As expected, fast food consumption was considered to be a special event rather than part of an everyday diet, closely associated with meeting friends or celebrating, most likely with friends, special days. The Theory of Planned Behavior effectively explained fast food consumption behaviors with relatively high $R^2$ around 0.6. Multiple regression analyses showed that fast food consumption behavior was significantly related to behavioral intention (b = 0.61, P < 0.001) and perceived behavioral control (b = 0.19, P < 0.001). Further analysis showed that behavioral intention was significantly related to subjective norm (b = 0.15, P < 0.01) and perceived behavioral control (b = 0.56, P < 0.001). Attitude toward fast food consumption was not significantly associated with behavioral intention. Therefore, effective nutrition education programs on fast food consumption should include components to change the subjective norms of fast food consumption, especially among peers, and perceived behavioral control. Further studies should examine effective ways of changing subjective norms and possible alternatives to fast food consumption for students to alter perceived behavioral control.

• Korean Journal of Social Welfare
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• v.31
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• pp.423-440
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• 1997

• Nutrition Research and Practice
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• v.8 no.3
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• pp.327-335
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• 2014

BACKGROUND/OBJECTIVES: The purpose of this study is to identify how level of information affected intention, using the Theory of Planned Behavior. SUBJECTS/METHODS: The study was conducted survey in diverse community centers and shopping malls in Seoul, which yielded N = 209 datasets. To compare processed foods consumption behavior, we divided samples into two groups based on level of information about food additives (whether respondents felt that information on food additives was sufficient or not). We analyzed differences in attitudes toward food additives and toward purchasing processed foods, subjective norms, perceived behavioral control, and behavioral intentions to processed foods between sufficient information group and lack information group. RESULTS: The results confirmed that more than 78% of respondents thought information on food additives was insufficient. However, the group who felt information was sufficient had more positive attitudes about consuming processed foods and behavioral intentions than the group who thought information was inadequate. This study found people who consider that they have sufficient information on food additives tend to have more positive attitudes toward processed foods and intention to consume processed foods. CONCLUSIONS: This study suggests increasing needs for nutrition education on the appropriate use of processed foods. Designing useful nutrition education requires a good understanding of factors which influence on processed foods consumption.

• Journal of Fashion Business
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• v.26 no.5
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• pp.105-121
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• 2022

To improve the discrepancy between consumer attitude and actual consumption behavior despite the expansion of consumer perception of sustainable fashion, this study attempted to identify the factors influencing the purchase intention and behavior of sustainable fashion consumers. The extended theory of planned behavior, which adds prior knowledge and consumer inertia, was used to predict purchase intention and factors affecting purchase behavior for sustainable fashion, and to verify the influence of knowledge and inertia on consumers' attitudes, subjective norms, and perceived behavioral control. The results of this study were derived from SPSS and AMOS statistical analysis based on response data of 323 domestic male and female consumers, 20 years or older with experience in sustainable fashion consumption. The results showed that consumers' prior knowledge and inertia about sustainable fashion have a significant influence on their attitude toward sustainable fashion consumption, subjective norms, and perceived behavioral control. Implications were derived based on this quantitative verification. The higher the level of consumers' knowledge of sustainable fashion, the greater the impact on attitude, subjective norms, and perceived behavioral control, but inertia decreases the impact. Therefore, to grow consumers' knowledge, not only a shopping environment should be established but also inertia should be suppressed as much as possible through sustainable fashion marketing activities.