The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus

@inproceedings{Shin2018TheTO,
  title={The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus},
  author={Yeon Ho Shin and Jinyoung Im and Seung Eun Jung and Kimberly Severt},
  year={2018}
}
Abstract This study’s purpose is to explore consumers’ intention to choose organic menu items at restaurants and their intention to visit restaurants featuring organic menu items. The study model was developed using the theory of planned behavior and the norm activation model. With a total of 461 responses, the results from structural equation modeling indicated that attitude, subjective norm, perceived behavioral control, and personal norm are determinants of intention to choose organic menu… CONTINUE READING