Impact Of Subjective Norms Research Articles

Understanding military pilots’ fuel-saving intentions for supporting logistics missions

Military pilots can play important roles in saving aviation fuel by operating aircraft in an environmentally sustainable manner. Based on the theory of planned behavior (TPB), this study investigates the factors associated with cargo pilots’ fuel-saving intentions during logistics missions. We collected 108 survey responses, including 62 from the United States Air Force (USAF) and 46 from the Republic of Korea Air Force (ROKAF). Confirmatory factor analysis (CFA) and structural equation modeling (SEM) using the survey data show partial support for the relationships between three antecedents (attitude, subjective norms, and perceived behavioral control) and behavioral intention. Contrary to existing studies involving TPB, which are mostly about personal choices with some degree of freedom, the results suggest that the impact of subjective norms is greater than that of attitude in this study context, which can be explained by the rigid military culture and strict air traffic control including specific routes, altitudes, and speeds mandated by Air Combat Command. The theoretical and practical contributions of this study provide insights into how subjective norms influence intentions across different contexts, extending the applicability of TPB to industries with rigid organizational cultures and tight operational controls, such as the airline industry.

Beyond borders: A cross‐cultural analysis of consumption and purchase behaviour of sweeteners in yoghurts

AbstractThe study explored the sociocultural influences on sugar consumption in three distinct countries: New Zealand, France, and Singapore. It employed the theory of planned behavior (TPB) alongside consumer perception and acceptance factors, such as sugar consciousness, product labeling, sugar substitution with sweeteners, and perceived flavor, to investigate participants’ behaviors regarding various yogurt types. Data was gathered through web surveys in each country, analyzed through partial least squares (PLS)–confirmatory factor analysis to create country‐specific conceptual frameworks, and then validated using PLS‐path modeling to assess the correlations between TPB and consumer perception constructs. The results indicated that perceived behavioral control positively influenced intentions to reduce sugar intake in participants from New Zealand and Singapore. Sugar consciousness exhibited a positive correlation with behavioral intentions across all three countries, suggesting heightened awareness of sugar intake motivates individuals to cut back. Notably, the presence of labels and claims showed negative correlation with perceived flavor, among the participants from New Zealand and France, suggesting that food researchers must navigate a delicate balance between labels and flavor to successfully design and market sugar‐reduced products. Further analysis, PLS‐multigroup analysis revealed significant difference in the impact of subjective norms on attitude between participants from different countries. Singaporeans placed stronger value on others’ approval for consuming less sugar‐sweetened yogurt, whereas French and New Zealand participants had a more neutral stance. This study's novelty lies in its comprehensive exploration of sociocultural factors, integration of TPB with consumer perception constructs, and tailoring of analysis to each country's cultural context, thereby enhancing our understanding of multicultural sugar consumption patterns.

The Impact of Subjective Norm and Religiosity on Zakat Compliance of Muslim Entrepreneurs: The Mediating Role of Intention

This study aims to identify the effect of Muslim entrepreneurs’ perceptions of zakat compliance mediated by the intention to pay zakat with subjective norms and religiosity. Quantitative methods were employed in this study. Questionnaires were administered to Muslim entrepreneurs, and we examined the information from 140 participants using the Smart-PLS 3 application. The findings indicate that the direct impact on religiosity yielded significant results, whereas the subjective norm was insignificant. Subsequently, the indirect effect, specifically on religiosity and subjective norms, demonstrated a significant impact between the two. In this study, the theory of planned behavior can be used as a determining factor to identify the impact of Muslim entrepreneurs on zakat compliance. This research suggests that Muslim entrepreneurs’ zakat compliance can signal to stakeholders the importance of using zakat payments optimally to achieve poverty reduction goals. Implementing this research not only maximizes institutional benefits in promoting zakat, but also broadens the perspective on zakat compliance among Muslim entrepreneurs based on the theory of planned behavior through intention.

The Impact of Subjective Norms and Entrepreneurship Education on Student Entrepreneurial Intentions

The Impact of Subjective Norms and Entrepreneurship Education on Student Entrepreneurial Intentions

The Antecedents of Online Purchase Intention of Generation Z and Millennials toward Organic Cosmetics in an Emerging Economy

Purpose - Based on the extended theory of planned behavior (TPB), this study aims to investigate the antecedents of online purchase behavior toward organic cosmetics for Generation Z (Gen Z) and Millennials by focusing on the impact of subjective norms, health consciousness, trust, attitude, and intention.
 Design/Methodology/Approach - A survey method using an online questionnaire was adopted to collect data from 341 Gen Z and Millennial consumers in Vietnam. The collected data were then analyzed using structural equation modeling (SEM).
 Findings - The results of the study showed that, among antecedents, that attitude has the strongest impact on the purchase intention of online customers toward organic cosmetics, followed by trust and subjective norms. Interestingly, health consciousness has also been found to significantly impact Gen Z and Millennial online purchase intention toward organic cosmetics.
 Research Implications - This paper extends the academic literature on purchase intention toward green products. More importantly, to the best of the authors’ knowledge, this study is among the first to examine the antecedents of online purchase intention toward the organic cosmetics of Gen Z and Millennials in an emerging economy, Vietnam. The findings offer important implications for cosmetics companies, retailers, and other stakeholders to have deeper insights into factors influencing young Vietnamese consumer intentions toward purchasing organic beauty products online.

Racial/Ethnic Differences in the Predictive Utility of Psychosocial Determinants of COVID-19 Vaccination Intentions.

To test whether the impact of subjective norms, race/ethnicity-specific descriptive norms, vaccine conspiracy beliefs, and prosocial concern on COVID-19 vaccination intentions differs by race/ethnicity for young adults. Cross-sectional study. May-August 2021 in Texas. Racially/ethnically diverse unvaccinated college students (N = 314). COVID-19 vaccination intentions, theory-driven constructs (eg, perceived susceptibility), vaccine conspiracy beliefs, prosocial concern, and social norms. Block-sequential multiple Tobit regression. Results revealed three significant two-way interactions between race/ethnicity and (1) subjective norms, F (5, 251) = 2.28, P < .05; (2) COVID-19 vaccine conspiracy beliefs, F (5, 251) = 2.88, P < .05; and (3) prosocial concern, F (5, 251) = 2.61, P < .05. There was a positive association between subjective norms and intentions for European and African Americans, a positive association between prosocial concerns and intentions for European and multiracial/multiethnic Americans, and a negative association between conspiracy beliefs and intention for Hispanics. The interaction between race/ethnicity and race/ethnicity-specific descriptive norms was not significant, F (5, 251) = 1.09, P = .37. Although based on a relatively small sample, our findings suggest the importance of culturally tailoring COVID-19 vaccination messages to correct conspiracy beliefs, signaling a positive subjective norm, and enhancing prosocial concerns for specific racial-ethnic groups.

PRE-RETIREMENT PLANNING OF EXPATRIATE INSTRUCTORS: APPLICATION OF THEORY OF PLANNED BEHAVIOR TO THE CASE OF THE SULTANATE OF OMAN

With aging population of many countries, problems related to retirement become more and more important. At the same time, globalization resulted in emergence of new cultural groups that didn’t exist just several decades ago. Focus of the present study was to determine predictors of pre-retirement behavior of expatriate instructors. This was done through application of the Theory of Planned Behavior. The study was based on a sample of 76 academicians employed in the Sultanate of Oman. The proposed model demonstrated good explanatory ability. Attitude and perceived behavioral control constructs proved to be good predictors of retirement behavior, while the impact of subjective norms was not confirmed. Further research can be conducted in different geographical locations and different occupational groups.

Location-based service information disclosure on social networking sites: The effect of privacy calculus, subjective norms, trust, and cultural difference

Along with the development of social networking sites, sharing location is becoming mainstream, offering many opportunities and promoting sustainable business performance of firm. Based on a survey of 433 Facebook users and the application of quantitative method, the paper found that the privacy concern substantially influences the perceived risk of location sharing. In addition, tendency is witnessed on trust in the social networking site providers and members. Also, impression management and incentive provision are strongly involved in the perceived benefits of location information disclosure intention. Both perceived risks and perceived benefits illustrate distinctive effects on sharing users’ location. The impact of subjective norms on sharing information related to a users’ location and observing the potential influence of culture, played as moderator. The finding also confirms subjective norms positively impact location information disclosure intention, while the moderating of culture does not play a contribution role.

Actions speak louder than words? The impact of subjective norms in the supply chain on green innovation

PurposeAdopting the theory of planned behavior, this study attempts to investigate how subjective norms in the supply chain influence a firm's green innovation and how such influences are contingent upon the firm's internal and external factors (i.e. flexibility orientation and environmental dynamism). Two types of subjective norms are examined, i.e. injunctive norms (what supply chain partners say) and descriptive norms (what supply chain partners do).Design/methodology/approachUsing survey data of 178 Chinese small and medium-sized manufacturers, we employ hierarchical linear regression to test the proposed hypotheses.FindingsOur results indicate that both injunctive and descriptive norms are instrumental in stimulating firms to take actions on green innovation. Moreover, the flexibility orientation of a firm can strengthen the effect of descriptive norms. It is also observed that environmental dynamism weakens the efficacy of injunctive norms but strengthens that of descriptive norms on green innovation.Originality/valueThis study is among the first to apply the theory of planned behavior to explain the microfoundations of focal firm's green innovation and distinguish two types of subjective norms in the supply chain. In addition, it extends the theory of planned behavior by revealing internal and external contingent factors (i.e. flexibility orientation and environmental dynamism) of the relationship between subjective norms and firm behaviors.

Implementing construction waste management in India: An extended theory of planned behaviour approach

Individual’s attitude & behaviour is crucial for implementing sustainable construction & demolition (C & D) waste management, however it is often underachieved. The present article explores the motivators of workforce towards implementation of construction waste management (CWM) in India. A hypothetical model using theory of planned behaviour (TPB) is framed fundamentally by incorporating constructs such as knowledge and perceived usefulness. The extended TPB (ETPB) model is then tested via structural equation modelling which utilizes, empirical data from construction workforce in India for the analysis. The analysis results conclude, perceived behaviour control is consistently crucial construct for predicting behaviour intention in comparison with attitude and subjective norm. The additional constructs Knowledge has significant behavioural impact on implementation of CWM, and the impact of subjective norm and perceived usefulness are insignificant. The study is pertinent to: (i) policy makers — for establishing regulations & practices, (ii) corporates — for devising effective approaches, (iii) academia — for encouraging attitude and behavioural changes towards implementation of CWM.

Impact of Subjective Norms and Behavioral Intention in Investing in Equity Market: A Survey of Colombo Stock Exchange

The Sri Lanka Journal of Management (SLJMS) is an international, peer-reviewed journal which is published by the Faculty of Management Studies, The Open University of Sri Lanka with high quality, and original research contributions to management knowledge.

Towards Sustainable Corporate Attraction: The Mediating and Moderating Mechanism of Person–Organization Fit

With the burgeoning “war for talent”, attracting the right workforce has become a major key checkpoint for a firm’s sustainability. The main purpose of this study was to predict prospective employees’ organizational attraction by integrating person–organization (P–O) fit perceptions and the theory of planned behavior (TPB) into a single framework. Although many studies have reported inconsistent results for the impact of subjective norms and self-efficacy on intention in the TPB framework, adequate empirical research on applicant attraction for this theoretical phenomenon is still unavailable. This may be the first study that examined the mechanism of how and when the TPB model becomes more instrumental with subjective P–O fit perceptions. With a sample of 335 young job seekers in Bangladesh, the study examined the research hypotheses related to the TPB and P–O fit using path analysis with AMOS, a structural equation modeling (SEM) program. The results showed that P–O fit partially mediated the relationship between self-efficacy and job search intentions. Observably, P–O fit significantly moderated the relationship between subjective norms and job search intentions in such a way that the impact of subjective norms was stronger for individuals with a lower level of P–O fit but slightly weaker for those with a higher level of P–O fit. In line with the research findings, some notable theoretical contributions and practical implications for HR professionals have been discussed.

Towards a better understanding of socially responsible behavior among young Saudi Arabians: The case of energy saving

Energy consumption in Saudi Arabia is still almost three times the world average today, and the government is seeking to instill a culture of energy saving in the rising generation. Our research's main objective is to expose young people's explanatory attitude antecedents towards energy saving. Indeed, with reference to the current global context of dwindling resources, it is relevant to identify the levers of action to guide consumers towards socially responsible behavior. A quantitative study among 217 young Saudi Arabians and modeling structural equations highlighted the significant impact of subjective norms, cognitions resulting from awareness campaigns as well as the power of habits and the need to preserve comfort. This research has important implications for a country orienting its strategies towards greater social responsibility.

The Influencing Factors of TAOBAO Live Streaming Shopping Usage Intention: Based on the Flow Theory and the Theory of Reasoned Action

The purpose of this study is to examine how the characteristics of TLSS (Taobao live streaming shopping) and subjective norm influence live streaming shopping usage intentions in e-commerce. We apply the flow theory and the TRA (Theory of reasoned action) to investigate the effects of perceived enjoyment, trust, interactivity, immediacy on attitude toward using TLSS, and the impact of subjective norm on intention to use TLSS. The research sample consisted of 335 respondents from China. The results show that interactivity is not significantly related to attitude toward using TLSS while perceived enjoyment, trust, and immediacy are significantly related to attitude toward using TLSS which in turn, indicate consumer’s usage intention of TLSS. Also, Subjective norm has a positive impact on TLSS usage intention. Our finding not only helps the researchers understand how the characteristics of TLSS and subjective norm influence live streaming shopping usage, but also assists the streamers and vendors in developing the better live streaming marketing strategy.

Green Purchase Intention: Impact of Subjective Norms and Perceived Behavioural Control

Green Purchase Intention: Impact of Subjective Norms and Perceived Behavioural Control

Accentuating the Interrelation between Consumer Intention and Healthy Packaged Food Selection during COVID-19: A Case Study of Pakistan.

This study contemplates the factors that influence consumer intention, before and during the eruption of COVID-19, for the selection of healthy packaged food in Pakistan. The extant studies have identified two distinct attitudes of consumers about food label information: one is its usefulness and the second elucidates the avoidance. Hence forth, the current study contributes to the extant literature while signifying both reasons which motivate consumers to read food labels and reasons which discourage consumers from consult food labels at the point of purchase. Moreover, the impact of subjective norms and self-efficacy for healthy packaged food intentions has also been examined for both before the emergence of COVID-19 and during the spread of COVID-19. The underpinning of the proposed model has been justified by the behavioral reasoning theory. The cross-sectional data of 14,455 students has was collected from 10 universities through Microsoft Teams and Zoom. AMOS 21 was employed for the final analysis. The results indicate that before COVID-19 the subjective norms and self-efficacy were not the stimulating factors for the selection of healthy packaged food. On the contrary, during the COVID-19 outbreak, the subjective norms and self-efficacy divulged a significant effect. Moreover, the reasons to consult food labels are positively significant whereas the reasons to avoid food labels have negatively affected the consumer, both before COVID-19 and during COVID-19 outbreak, while endorsing healthy packaged food. Conclusively, COVID-19 has been proved to be a deterrent for unhealthy packaged food lovers while being a blessing for healthy packaged food.

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

PurposeThe growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The purpose of this paper is to investigate the structural relationship between subjective norms, electronic word-of-mouth (eWOM), perceived brand credibility and brand equity, taking cross-culturally comparisons between Sri Lanka, and Vietnam.Design/methodology/approachA survey was used to collect data from a sample of 800 undergraduates of private higher education institutions in Sri Lanka and Vietnam in 2019. These data were gathered using purposive sampling and analyzed using a structural equation model. A total of 768 questionnaires were considered valid. In testing the hypothesis and structure among the variables, structural equation modelling was used to determine the relationship between subjective norms, eWOM, perceived brand credibility and brand equity for the higher education institutes in emerging countries.FindingsFor the conceptual framework, the author found that this structural equation model complies with the empirical data. The structural equation model shows that subjective norms, eWOM and perceived brand credibility were significantly related to brand equity. Perceived brand credibility was found to be the mediating variable. Further, the location was found to moderate the relationship between perceived brand credibility and brand equity, highlighting that Vietnamese students are more relying on perceived brand credibility in creating brand equity than their Sri Lankan counterparts.Research limitations/implicationsThe study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from perceptions of undergraduates in public higher education institutes. This study discusses the implications of developing branding strategies for higher education institutions.Originality/valueThe current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

Readable Labels and Moderating Effect of Individual Personality Traits Effect on Consumer Healthy Packaged Food Selection Intention

It is a common notion that front of pack label guide individual for the selection of healthy and right amount of packaged food. The inconsistent results found in past studies. In continuation with current study proposed a model which is underpinned with theory of planned behavior. The proposed model comprised of factors affecting individual attitude to read food label at point of purchase like traffic lights efficacy, health claim efficacy and user friendly label efficacy, whereas direct impact of subjective norm and self-efficacy was also investigated. Moreover, the personality traits were investigated as moderator. The data collected from three renowned retail outlet of Pakistan named; Al-Fatah, Hyperstar and Metro Cash and Carry. For the in depth study mixed method was used. Therefore, for quantitative date the cross-sectional data was collected with convenience sampling technique using adapted questionnaire whereas for qualitative analysis unstructured questions used for detail interview. The sample size for quantitative analysis was 1146 and for qualitative data 32 interviews were conducted. The results revealed that user friendly label efficacy and health statement efficacy insignificant effect in direct relation whereas full mediation observed with label reading attitude. In contrary to that traffic lights label efficacy has insignificant effect in both direct and indirect relation. Subjective norm and self-efficacy have significant impact on individual intention for healthy food selection. In addition to only two personality traits like; agreeableness and conscientiousness moderated between label reading attitude and intention. The current study implies that consumer education regarding nutrients is necessary.

Examining energy saving behaviors in student dormitories using an expanded theory of planned behavior

Buildings contribute to over one third of global energy-related carbon emissions, on which occupant behavior attains a significant impact. Occupant behavior is influenced by both internal and external factors, such as psychological and social factors, equipment properties. However, there is a marked lack of knowledge about the internal factors that influence occupant behaviors in buildings, in particular student dormitories. This paper aims to investigate energy saving behaviors using student dormitories as the case from a social psychological perspective. First, a theoretical framework was proposed based on the Theory of Planned Behavior (TPB) integrated with a new variable “personal moral norm”, to identify significant indicators of energy saving behaviors. Second, a questionnaire was conducted with 290 students to obtain data for model fitting. Third, the proposed framework was tested using two-step Structural Equation Modeling. Results show that students’ energy saving intentions are positively related to their behaviors. Personal moral norm has the greatest impact on energy saving intention, followed by perceived behavioral control and attitude, while the impact of subjective norm is insignificant. The additional variable “personal moral norm” significantly increases the explanation power of the TPB model. Moreover, gender and thermal sensation moderate the impact of energy saving intention on behavior. Finally, energy saving intervention strategies are suggested for student dormitories. The findings contribute to a better understanding of energy use behaviors in student dormitories and add to the existing body of knowledge about social psychological indicators of energy saving behaviors by confirming the role of moral beliefs.

Consumers’ intentions to use ridesharing services in Iran

Ridesharing platforms have dramatically flourished in the ‘sharing economy’. Despite the unforeseen growth of the sharing economy concept, there are limited studies regarding the behavioral aspects and the acceptance drivers of this phenomenon. This issue is the motivating factor of this study to investigate the best intention-based model for predicting Iranian intention to use ridesharing services by developing an extension model of the Technology Acceptance Model (TAM) with the Theory of Planned Behavior (TPB). Data were obtained from a survey of 318 Iranian users. Structural equation modeling analysis using PLS software was employed to analyze the data. The findings of this study confirmed the effect of perceived usefulness on subjective norms, satisfaction, and behavioral intention. Furthermore, the impact of satisfaction on subjective norms and behavioral intention, and the impact of subjective norms on behavioral intention were confirmed. Finally, the effect of price value on behavioral intention and satisfaction was confirmed, but the effect of perceived ease of use on subjective norms was not significant. This study contributes to the literature by confirming the utility of the TAM and the TPB with price value and perceived satisfaction in predicting consumer intention to adopt ridesharing. The results appear particularly important for developing countries where ridesharing is at the early stage of development and there is disagreement among policymakers and managers about the development of it.