Attitude Behavior Research Articles

Artificial Intelligence in Higher Education: A Cross-Cultural Examination of Students’ Behavioral Intentions and Attitudes

Artificial intelligence (AI) has undergone considerable advancement in the contemporary period and represents an emerging technology in higher education. Cultural contexts significantly shape individuals’ perceptions, attitudes, and behaviors, particularly in the realm of technology acceptance. By adopting a cross-cultural lens, this research explores the potential variations across Chinese and international students from diverse countries in terms of attitudes and their behavioral intentions toward AI use. With a technology acceptance model (TAM) framework, the research used a survey approach, employing questionnaires as the primary means of data collection. The data were then analyzed through structural equation modeling and descriptive statistics. A substantial discrepancy was found in the prevalence, attitudes, and behavioral intentions toward AI use between Chinese and international students. Findings further revealed a stronger effect of perceived ease of use on both attitudes and behavioral intentions among international students compared with their Chinese counterparts. Findings suggest that cultural backgrounds and prior technological exposure play intricate roles in shaping perceptions of AI technology. The study emphasizes the need for tailored educational strategies to regulate diverse cultural perspectives, provide language-specific support, and ensure user-friendly interfaces. These insights contribute to the evolving discourse on technology acceptance in higher education and offer practical implications for educators and institutions toward optimizing AI integration in pedagogical practices.

A Study on Teachers’ Willingness to Use Generative AI Technology and Its Influencing Factors: Based on an Integrated Model

The development of new artificial intelligence-generated content (AIGC) technology creates new opportunities for the digital transformation of education. Teachers’ willingness to adopt AIGC technology for collaborative teaching is key to its successful implementation. This study employs the TAM and TPB to construct a model analyzing teachers’ acceptance of AIGC technology, focusing on the influencing factors and differences across various educational stages. The study finds that teachers’ behavioral intentions to use AIGC technology are primarily influenced by perceived usefulness, perceived ease of use, behavioral attitudes, and perceived behavioral control. Perceived ease of use affects teachers’ willingness both directly and indirectly across different groups. However, perceived behavioral control and behavioral attitudes only directly influence university teachers’ willingness to use AIGC technology, with the impact of behavioral attitudes being stronger than that of perceived behavioral control. The empirical findings of this study promote the rational use of AIGC technology by teachers, providing guidance for encouraging teachers to actively explore the use of information technology in building new forms of digital education.

Examining the Attitude–Behavior Gap in EU Ecolabel Adoption: A Mediation Path Analysis

The EU Ecolabel, established in 1992, aims to promote sustainable consumption, yet a significant gap persists between consumers’ positive environmental attitudes and their actual purchasing behavior of ecolabeled products. This study examines the attitude–behavior gap in EU Ecolabel adoption across Europe, leveraging data from the 2023 Eurobarometer survey with 26,630 valid responses from all EU member states. Using mediation path analysis, the research investigates the factors mediating the relationship between environmental knowledge and purchasing behavior, including environmental attitude, ecolabel trust, and environmental concern. The study applies an integrated theoretical framework combining the Knowledge–Attitude–Behavior model and Attitude–Behavior–Context theory to explain the complexities of consumer behavior towards ecolabeled products. The findings reveal the interplay of direct and indirect effects among ecolabel knowledge, trust, environmental concern, attitude, and buying behavior, while also considering demographic factors’ influence such as age, gender, education level, and residential setting. The research provides a comprehensive cross-country analysis within the EU, offering insights into bridging the attitude–behavior gap and enhancing the adoption of eco-friendly products. The results have significant implications for policymakers, marketers, and researchers in promoting sustainable consumer behavior, improving environmental label effectiveness, and developing targeted interventions to increase ecolabel adoption rates.

Changing Attitudes? Investigating the Link between Couples’ Pandemic Behavior, Cognitive Dissonance, and Gender Role Attitudes in Germany

Abstract Research found that not only macro-level processes like cohort replacements foster gender role attitude (GRA) change, but also life events and changes in lived realities. Framing the COVID-19 pandemic as a ‘natural experiment’ allows to reduce endogeneity when examining the association between emerging cognitive dissonance and GRA change. Estimating asymmetrical fixed effects regressions, I investigate the influence of changes in the division of family labor on GRAs for respondents with no pre-pandemic attitude-behavior discrepancy, using pairfam waves 11 and 13. Indeed, changes in behavior for respondents who had aligned behaviors and attitudes before the pandemic can be associated with GRA adaptation: A change toward an egalitarian division of family labor during the pandemic can be associated with more egalitarian GRAs. Likewise, a change toward an inegalitarian division can be associated with less egalitarian GRAs. These findings support the usefulness of cognitive dissonance as one explanatory mechanism for intra-individual attitudinal change.

Consumer’s willingness to try new microalgae-based food in Indonesia

Microalgae has been an under-researched food ingredient that is high in protein. In Indonesian context, research on consumer's willingness to try microalgae as a food ingredient should be performed. This research was performed to examine the factors influencing consumers' willingness to try microalgae. Data were collected from 535 respondents using a structured questionnaire distributed via Google Form on social media which were then analyzed using Structural Equation Models-Partial Least Square, with initial tests of internal consistency and reliability of questionnaire items carried out using the Pearson Product Moment correlation analysis. The results showed that consumer willingness to try microalgae-based food was positively and significantly influenced by consumer lifestyles towards food and consumer behavior (knowledge, attitudes, involvement and subjective norms). This finding indicates that there is a fairly broad opportunity to develop microalgae as a food ingredient in Indonesia. The government is encouraged to support the promotion of microalgae as health food. Positive support from the government is expected to drive marine farmers, entrepreneurs, food processing industries, cultivators, distributors and food retailers to further enhance the microalgae businesses.

Effect of Financial Factors on Saving Decision of Z Generation

Aims: This study aims to analyze the influence of financial literacy, materialism, financial behavior, and financial attitude on saving decisions in Generation Z. Study Design: This study uses a quantitative approach and purposive sampling technique. The sample used was 105 respondents who met the requirements. Place and Duration of Study: This study uses a sample, namely in generation Z in Banyumas Regency and the research was conducted within the time frame of January 2024 to June 2024. Methodology: This research method uses the SEM (Structural Equation Modeling) analysis method with the Partial Least Square (PLS) approach. Each hypothesis is tested to understand the relationship between the variables. To test the validity and reliability of the research using the outer model. Hypothesis testing uses the inner model. Results and Conclusion: The results of this study show that financial literacy does not affect saving decisions, materialism has a positive and significant effect on saving decisions, financial behavior has a positive and significant effect on saving decisions, and financial attitude has a positive and significant effect on saving decisions. Practical Implications: This study contributes to Generation Z in considering the factors that determine the decision to save to face financial problems in the future. The managerial and practical implications of this study provide information to stakeholders (financial institutions and government) the importance of paying attention to financial behavior and financial attitudes to improve saving behavior in Generation Z.

Digital technology adoption, workforce agility and digital technology outcomes in the context of the banking industry of India

Purpose The rapid adoption of digital technology forced the leaders to explore and examine the drivers and facilitators capable of enhancing the bank's performance. This paper empirically aims to examine the role of technology acceptance and workforce agility in digital technology adoption in the banking industry. Furthermore, this research examines the mediating role of workforce agility between digital technology acceptance and digital technology outcome. Design/methodology/approach Influenced by the Attitude–Behavior–Outcome framework, this survey research has been designed to collect data from both high-level executives and low-level executives working in the banking sector undertakings of India. The research adopted a two-step procedure for testing theoretical models using SPSS-AMOS, Version 27. Hayes PROCESS macro (Version 4.3.1; 2023) technique was executed to test the mediation. Findings The result proved that the banker's acceptance of digital technology positively impacted banks' performance. Furthermore, this study proved that workforce agility has a favorable, significant mediating influence between digital technology acceptance and digital technology outcome suggesting banks design and implement suitable management policies and practices to enhance the technology acceptance mindset of the bankers and promote workforce agility for higher customer relationships and performance. Originality/value Being the first-ever research to examine the role of workforce agility, this study proved its mediating effect on effective digital transformation.

How does a subsequent entrepreneurship career choice develop? A set-theoretic analysis testing hope theory

ABSTRACT This research explores the complex mechanism leading to a subsequent entrepreneurship career choice (SECC), whether perceived as a failure or not. It mobilizes the theory of hope (via the role of optimism and grit) and the components of the theory of planned behavior (attitude, subjective norms, and self-efficacy). The study involved 48 previous entrepreneurs not currently in the reentry process. A fuzzy-set qualitative comparative analysis was used. Results reveal that the entrepreneurial attitude forged through first-hand experience is the most critical element in understanding an SECC. Optimism can substitute for this attitude, and grit plays a lesser role, as do the other variables. This study underscores the central role of attitude and optimism in explaining entrepreneurial career persistence, transitioning from a novice to a serial entrepreneur, with grit playing a somewhat secondary role. Configurational approaches prove essential to understanding entrepreneurial intention, notably for an SECC.

Personal Growth Initiative: Relation to Coping Styles, Strategies, and Self-Efficacy

Personal growth initiative (PGI) refers to active and intentional participation in the growth process. PGI includes behavioral and cognitive skills and attitudes that are captured by four factors: Readiness for Change, Planfulness, Using Resources, and Intentional Behavior. There is substantial evidence supporting the positive relations between PGI and various domains of well-being. However, a lack of nuance regarding how the four facets of PGI differentially relate to other aspects of optimal functioning, such as coping, persists. Additionally, PGI has been theoretically tied to coping, but there is limited empirical evidence substantiating this link. Thus, the current study examined the relations between PGI and coping styles, strategies, and self-efficacy in a sample of 789 college students through a series of three canonical correlations. The findings indicated different combinations of the four aspects of PGI related significantly to 13 coping styles, three coping strategies, and three forms of coping self-efficacy. These findings have implications for both the theory and operationalization of PGI, such as the viability of the four separate aspects of PGI, as well as for the application of PGI and coping in college settings, including the development of trainings to increase PGI and adaptive aspects of coping.

Behavioural attitudes of three-wheeled taxi drivers towards mitigation of on-road air pollution in urban cities in Sri Lanka: a qualitative study from South Asia

ObjectivesIn recent years, urban areas across South Asia have experienced alarming levels of air pollution, primarily attributed to the rapid growth of motorised transportation. Three-wheeled taxis, commonly known as ‘tuk-tuks’,...

Understanding the antecedents of Chinese people’s pro-environmental behavior: the role of self-construal and news attention

This study aims to extend the attitude-intention-behavior model by adding news attention and interdependent self-construal as antecedents to understand the pro-environmental behavior of Chinese people. Results of the structural equation modeling (SEM) analysis based on web survey data of 715 Chinese individuals show that interdependent self-construal significantly and positively affected individuals’ attention to environmental news messages on new media platforms. Such news attention then positively affected their attitude toward pro-environmental behavior. In turn, pro-environmental behavioral attitude positively affected their pro-environmental behavioral intention. Finally, individuals’ pro-environmental behavioral intention positively led to their actual pro-environmental behavior. Besides, the results demonstrated that interdependent self-construal also significantly and positively affects individuals’ intention of engaging in pro-environmental behavior, but little evidence was found to support the significant association between interdependent self-construal and pro-environmental attitude. Theoretical and practical implications were discussed.

FACTORS OF FINANCIAL LITERACY, PERSONAL BEHAVIOR, AND FAMILY ON INVESTMENT AWARENESS OF GENERATION Z WORKERS

This study aims to investigate the role of financial literacy, personal and family behaviors (such as saving behavior, self-control, spending patterns, and risk attitude) on investment awareness among Generation Z workers. Data were collected using purposive sampling through an online survey of Gen-Z workers who have worked or are currently working for at least 1 year and are aged 18-27 years in the Jabodetabek area. A total of 262 respondents were collected and then analyzed using PLS-SEM. Results show that financial literacy, self-control, saving behaviorrisk attitude, and family financial socialization have a significant influence on the investment awareness of Gen-Z workers. Meanwhile, self-control and spending patterns do not have a significant influence on the investment awareness of Gen-Z workers.

Exploring The Drivers of Entrepreneurial Intentions Among Farmers in Tanzania's Agricultural Sector

Purpose: This paper investigates the entrepreneurial intentions of orange farmers in Muheza, Tanzania, by validating the extended theory of planned behaviour (TPB). Design/Methodology/ Approach: The study used a quantitative method approach, with cluster and simple random sampling, to recruit 349 orange farmers. The survey was conducted on 349 small-scale orange farmers in Muheza. To test the model, the constructs of entrepreneurship training, farmers’ attitudes, subjective norms, perceived behaviour control and entrepreneurial intention inputs were validated, followed by factor analysis and structural equation modelling. Findings: The study's results revealed the crucial role of perceived behaviour control and attitudes in driving the entrepreneurial intention of orange farmers. This significant influence underscores the importance of these factors in the development of entrepreneurial intention among orange farmers. It was also found that attitudes and perceived behaviour control predicted the entrepreneurial intention of orange farmers but not subjective norms, providing valuable insights for future research and policy development. Research Limitation: This study primarily focused on orange farmers in the Tanga Region, specifically in the Muheza District. Practical Implication: The findings suggest a clear path for action. To foster and enhance the entrepreneurial intentions of orange farmers, the government and policymakers should concentrate on instilling positive attitudes and controlling perceived behaviour. By promoting a positive stance toward entrepreneurship, we can significantly boost the willingness of orange farmers to engage in commercial farming, thereby contributing to the growth and development of Tanzania's agricultural sector. Social Implication: The study recommends policy options focusing on cultivating positive attitudes and perceived behaviour control among orange farmers to increase entrepreneurial intention, requiring concerted efforts from the government and policymakers. Originality / Value/ Novelty: It contributes to the body of knowledge, addressing the gap regarding the drivers influencing orange farmers' entrepreneurial intentions. Furthermore, establishing validated drivers of entrepreneurial intention among Tanzanian orange farmers could significantly assist the government in promoting economic development and achieving its vision of becoming a semi-industrialized country.

Effect of COVID-19 on paediatric TB service delivery and patients’ comfort receiving TB services in Cameroon and Kenya during COVID: a qualitative assessment

BackgroundThe outbreak of COVID-19 has caused a setback to the gains achieved in tuberculosis (TB) control by impairing TB diagnosis, delaying treatment initiation and aggravating TB deaths. This study explored...

The Effect of a Nature-Based Environmental Education of Children: The Importance of Environmental Knowledge and the Connectedness to Nature, Together, are Related to Ecological Behavior and Environmental Attitude

There is a lack of rigorous research studies investigating the impact of nature-based training on environmental activism, so the outcomes remain uncertain. As a consequence, making statements regarding causation and providing suggestions for actions becomes more difficult. The authors of the paper provide a comprehensive analysis of the results obtained from an experiment that examined the influence of a nature-based environmental education (NBEE) curriculum on the environmental attitudes (EA) and behaviours (EB) of pupils. The control group included the children who participated in the course while continuing their attendance at conventional schools. The venture included seven primary schools in Spain. Classes were randomly allocated to either the NBEE programme or the regular environmental education (EE) curriculum at each school. Our study revealed that the group of youngsters who received NBEE showed a substantial increase in EA growth compared with the control group. The average incidence of EB in both groups of kids remained rather stable throughout time. The results of our research support the notion that including a nature-centered teaching approach within formal educational programmes might be advantageous in cultivating students' awareness and concern for the environment.

The path to cashless transaction: A study of user intention and attitudes towards quick response mobile payments

This study explores the factors influencing users' behavioral intentions, attitudes and actual adoption of quick response (QR) mobile payment in the least developed country (LDC) of Bangladesh, by extending the original unified theory of acceptance and use of technology (UTAUT) model. The study conducts a mixed-methods investigation by combining the partial least squares (PLS) and focus group discussion (FGD) methods to empirically evaluate the research model and cross-validate the findings. Using purposive sampling, data were gathered from 412 respondents, followed by 10 respondents who took part in the FGD, who all met the sample criteria. The study findings indicate that performance expectancy, effort expectancy, and social influence significantly positively influence users' behavioral intention, while self-concept, perceived self-efficacy, and habit substantially influence their attitudes towards using QR mobile payments. The findings also confirm a positive effect of users’ attitudes toward using QR mobile payment on both behavioral intention and actual use, and a positive effect of behavioral intention on the actual use of QR mobile payments. These findings offer several important theoretical and managerial implications.

A rural-urban political divide among whom? Race, ethnicity, and political behavior across place

ABSTRACT Over the past 30 years, the United States has developed a rural-urban political divide, as rural voters have become increasingly reliable Republican voters while long-term patterns of Democratic voting in the largest cities have also consolidated in many smaller cities and suburbs as well. Yet, although 1 in 4 rural dwellers now identify as people of color, research on the rural-urban divide has either mostly centered on the behavior and attitudes of non-Hispanic whites, or assumed that nonwhites have exhibited similar behavior to whites. Does this political cleavage exist among people of color? We find that the growing rural-urban divide is driven primarily by white Americans, while rural people of color differ much less, if at all, from their urban counterparts in voting behavior. In addition to highlighting the need for more research on the politics of rural people of color, our findings raise concerns about the political representation of rural Black Americans and Latinos.

Designing a model for enhancing intention to accept renewable energy technologies in rural communities of Ilam province, Iran

Purpose The purpose of this research is to investigate factors influencing the intention of villagers to use renewable energy. In this regard, by using the modified model of planned behavior, perceived behavioral control factors, perceived usefulness, perceived ease, mental norm and attitude toward energy sources for the intention of villagers to use energy sources. Therefore, the impact of each of these five variables was investigated in the form of research hypotheses. Design/methodology/approach This research has been done using a quantitative paradigm and a descriptive-correlation method. The statistical population of the study consisted of households (384) living in rural areas of Ilam province. A multistage cluster method was used to select the sample size. The data collection tool was a researcher-made questionnaire that was developed based on the research background and research problem. Face validity of the research tool by professors of Islamic Azad University of Ilam and construct validity and reliability of research tools were confirmed by Cronbach’s alpha coefficient and composite reliability. Data were analyzed statistically using SPSS26 and SmartPLS3 software. Findings The results showed that the intention to use renewable energies (REs) among the rural peoples of Ilam province is affected by factors such as mental norms, attitude, perceived usefulness and perceived behavioral control and there is a positive and significant relationship between them. Originality/value In Iran, there is a lot of potential for usage of RE in rural communities, but compared to fossil fuels, had a small share in the current energy supply (Rezaei et al., 2022). RE technologies have not been sufficiently accepted and used by Iranian rural people (Rezaei and Ghafranfarid, 2018). Se the public acceptance of RE technologies is vital for successful process energy transfer (Huijts et al., 2012), non-acceptance of RE by society is a major obstacle to establishing RE technologies in Iran (Savari and Razmavar, 2022). It is expected that this research will fill the gap in the research literature.

THE FUTURE OF FOOD CULTURE FROM HOMO SAPIENS TO HOMO VIDENS: A STUDY ON QUICK RECIPE VIDEOS ON SOCIAL MEDIA

Preparation of meals, presentation, table rules and special occasion meals are passed down from generation to generation by the family and the environment and passed on to the future. For this reason, food cultures differ from society to society. Food culture, which is a proof of the cultural richness of humanity, is an important resource for gastronomy tourism. Due to the increasing use of internet technology, mobile devices and social media tools by people today, it should be considered that social media tools have a significant impact on learning food culture and transferring it to future generations. Starting from this point, this research aims to examine the application behavior of the recipes in the quick videos shared on social media by the users within the scope of the theory of planned behavior. In this research, TikTok and Instagram were chosen as social media applications. As a result of the research, it was found that the behavioral control, attitude and subjective norm perceived by the participants regarding the quick recipe videos published in these applications had an impact on their intention to apply these recipes, and the intention affected their behavior in applying these recipes. Furthermore, it was understood that the feeling of trust towards the chefs had a partial mediating role between intention and behavior.

Digital consumerism in times of crisis: exploring the shift in online shopping behaviour

PurposeThis research delves into consumer online shopping behaviour during the different phases of the COVID-19 pandemic, utilising the Theory of Planned Behaviour and the Behavioural Inhibition System.Design/methodology/approachA unique and comprehensive repeated cross-sectional methodology was meticulously employed, capturing the nuances of consumer online shopping behaviour across three distinct phases of the pandemic: the initial phase following the outbreak of COVID-19, the transition phase marked by the relaxation of restrictions, and the adaptation phase as society moved towards a new normal. The study involved a sample of 1,155 participants. Structural equation modelling was used to analyse the effects of behavioural attitudes, subjective norms, perceived behavioural control, and the moderating role of pandemic-induced consumer anxiety on online purchase intention.FindingsThe impact of behavioural attitudes on online purchase intentions increased continuously from the initial phase to the adaptation phase. In contrast, the influence of subjective norms on online shopping intentions gradually declined over the same period. During the early stages of the pandemic, consumer anxiety amplified the influence of personal attitudes towards online shopping while diminishing the impact of social pressures on the same behaviour.Originality/valueThis study’s originality lies in its nuanced analysis of how online purchase intentions evolved across different stages of the COVID-19 pandemic, integrating insights from both the Theory of Planned Behaviour and the Behavioural Inhibition System. The study offers a comprehensive understanding of the shifts in consumer behaviour over time. It enables more strategic and proactive marketing tactics in a changing environment.