The importance of moral norms in constructing extended theory of planned behaviour: A Study of food-based SMES in urban agricultural community

Abstract

Growth and development in big cities often cannot be separated from the phenomenon of environmental quality degradation such as flooding and the availability of clean water, so a sustainable development program is needed that involves community participation, including SMEs. Their role in running a sustainable business, especially in the case of urban farm communities in relation to the moral norms between them, is important to study. Previous research has indeed studied moral norms in forming pro-environmental behavior, but this research has not tried to study them in the context of a society that was deliberately formed to foster environmental values, such as an urban agricultural community. This research intended to test the effect of moral norms, along with attitudes, subjective norms, and perceived behavioral control on sustainable business behavior. This research was a quantitative approach toward the food MSME population at the Urban Agricultural Society of Surabaya (UASS). Sampling used a purposive sampling technique. Research data was obtained from questionnaires distributed to 177 participants. The findings revealed that attitude, moral norm, and subjective norm all had a direct impact on intention but not perceived behavioral control.