Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis

This study aims to identify the determinants of eco-labelled food product buying behaviour in the Malaysian context. This research develops a comprehensive model proposing that ethical self-efficacy is the moderator, and TPB constructs are the mediators to test empirically. Data were gathered throug...

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Published in:Sustainability (Switzerland)
Main Author: Alam S.S.; Wang C.-K.; Masukujjaman M.; Ahmad I.; Lin C.-Y.; Ho Y.-H.
Format: Article
Language:English
Published: MDPI 2023
Online Access:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85148041771&doi=10.3390%2fsu15032474&partnerID=40&md5=9d1640fa8ed3bea6183c1f88b86c9082
id 2-s2.0-85148041771
spelling 2-s2.0-85148041771
Alam S.S.; Wang C.-K.; Masukujjaman M.; Ahmad I.; Lin C.-Y.; Ho Y.-H.
Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis
2023
Sustainability (Switzerland)
15
3
10.3390/su15032474
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85148041771&doi=10.3390%2fsu15032474&partnerID=40&md5=9d1640fa8ed3bea6183c1f88b86c9082
This study aims to identify the determinants of eco-labelled food product buying behaviour in the Malaysian context. This research develops a comprehensive model proposing that ethical self-efficacy is the moderator, and TPB constructs are the mediators to test empirically. Data were gathered through a questionnaire survey method, and then structural equation modelling was used to analyse the data by AMOS software version 21. The study results confirmed that, besides TPB constructs (attitude, subjective norms, and perceived behavioural control), eco-labelling, perceived value, and self-efficacy affect buying intention. It was found that ethical self-efficacy moderates the relationship between perceived value and eco-labelled food product buying intention. The results also reveal that attitude, perceived behavioural control, and subjective norms mediate the association between environmental concern and eco-labelled food product buying intention. The research stresses the importance of environmental education from both the government and corporate initiatives regarding the path of environmentally conscious buying behaviour. © 2023 by the authors.
MDPI
20711050
English
Article
All Open Access; Gold Open Access
author Alam S.S.; Wang C.-K.; Masukujjaman M.; Ahmad I.; Lin C.-Y.; Ho Y.-H.
spellingShingle Alam S.S.; Wang C.-K.; Masukujjaman M.; Ahmad I.; Lin C.-Y.; Ho Y.-H.
Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis
author_facet Alam S.S.; Wang C.-K.; Masukujjaman M.; Ahmad I.; Lin C.-Y.; Ho Y.-H.
author_sort Alam S.S.; Wang C.-K.; Masukujjaman M.; Ahmad I.; Lin C.-Y.; Ho Y.-H.
title Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis
title_short Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis
title_full Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis
title_fullStr Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis
title_full_unstemmed Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis
title_sort Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis
publishDate 2023
container_title Sustainability (Switzerland)
container_volume 15
container_issue 3
doi_str_mv 10.3390/su15032474
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-85148041771&doi=10.3390%2fsu15032474&partnerID=40&md5=9d1640fa8ed3bea6183c1f88b86c9082
description This study aims to identify the determinants of eco-labelled food product buying behaviour in the Malaysian context. This research develops a comprehensive model proposing that ethical self-efficacy is the moderator, and TPB constructs are the mediators to test empirically. Data were gathered through a questionnaire survey method, and then structural equation modelling was used to analyse the data by AMOS software version 21. The study results confirmed that, besides TPB constructs (attitude, subjective norms, and perceived behavioural control), eco-labelling, perceived value, and self-efficacy affect buying intention. It was found that ethical self-efficacy moderates the relationship between perceived value and eco-labelled food product buying intention. The results also reveal that attitude, perceived behavioural control, and subjective norms mediate the association between environmental concern and eco-labelled food product buying intention. The research stresses the importance of environmental education from both the government and corporate initiatives regarding the path of environmentally conscious buying behaviour. © 2023 by the authors.
publisher MDPI
issn 20711050
language English
format Article
accesstype All Open Access; Gold Open Access
record_format scopus
collection Scopus
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