Influence Of Subjective Norms Research Articles

European consumers' intention to buy sustainable aquaculture products: An exploratory study

Given the increasing global importance of low trophic level aquaculture (LTA) products (e.g. seaweed and mussels) for sustainable and healthy seafood supply, this study examined consumer intentions towards LTA products among European consumers. This study performed an extended theory of planned behaviour to focus on the influence of health consciousness, subjective knowledge, food neophobia, and sociodemographic and lifestyle factors on consumers' intentions to buy LTA products. We conducted an online questionnaire survey in Denmark, the United Kingdom and France (~500 respondents per country). Consumer segmentation analysis, based on food-related lifestyles, employing K-means clustering techniques, revealed five distinct segments, namely ‘Adventurous’, ‘Uninvolved’, ‘Foodies’, ‘Rational’, and ‘Conservative’, each reflecting unique consumer behavioural patterns. Furthermore, partial least squares structural equation modelling analysis revealed that subjective norms are the main predictor of LTA product buying intention, followed by attitude, food neophobia, subjective knowledge, and health consciousness. Furthermore, food neophobia seems to moderate the influence of subjective norms and subjective knowledge on LTA product buying intention. This dual approach explains the predictive power of the model while identifying targeted segments for sustainable aquaculture product marketing, ensuring that the distinction between the model's test and the subsequent segmentation analysis is clearly articulated. To enhance the adoption of LTA products, marketers should primarily target the ‘Foodies’ segment, characterised by high involvement and innovation, by emphasizing attitudes, health consciousness, subjective knowledge, and food quality attributes, while mitigating food neophobia and leveraging subjective norms.

Digital technology use decisions by micro- and small-sized complementors in ecosystems: The influence of subjective norms

Ecosystems host supporting complementors who offer digital technologies to user-facing complementors. By focusing on the platform sponsor, the existing literature has scarcely considered why the predominantly micro- and small-sized user-facing complementors intend to use such technology and thus diffuse it in the ecosystem in a bottom-up manner. Using the theory of planned behavior, we identify the factors that influence the use of product review solicitation services by German-speaking Amazon Marketplace sellers via semi-structured interviews followed by two waves of questionnaire. We find that these complementors primarily intend to use this digital technology to (a) comply with expectations attributed to the platform sponsor that such technology should be used, and (b) imitate other complementors’ perceived use behavior of the technology. The impact of the former subjective norm is amplified by the complementors’ financial dependency on the ecosystem. In sum, we contribute to the ecosystem and digital entrepreneurship research streams by examining the importance of different ecosystem actors in driving digital technology use by user-facing complementors and identifying the role of dependency in this context.

The impact of attitude, subjective norms, perceived behavioral control, and organizational commitment on whistleblowing intention: A moderating role of local culture

During forensic audits, the use of auditors has increased significantly. This happened thanks to fraud detection mechanisms that help prevent and quickly detect fraud. Whistleblowing systems set up by local authorities play an important role in detecting fraudulent activities and protecting the rights of whistleblowers, promoting transparency and accountability in public organizations. This study aims to analyze and explain the impact of attitudes, subjective norms, perceived behavioral control, and organizational commitment on whistleblowing intention moderated by local culture. This analysis was conducted on local government internal auditors in 24 districts/cities in South Sulawesi Province, Indonesia. Research data were collected through questionnaires with a total research sample of 246 respondents and analyzed using multiple linear regression analysis and moderated regression analysis using the SPSS version 23 application. The research findings show that attitudes, perceived behavioral control, and organizational commitment have a significant effect on whistleblowing intention, while subjective norms do not have a significant effect on whistleblowing intention. Furthermore, regional culture moderates the influence of subjective norms and perceived behavioral control on whistleblowing intention but is unable to moderate the influence of attitudes and organizational commitment on whistleblowing intention.

The Investigation of the Entrepreneurial Intention of the Younger Generation in the Tourism and Hospitality Industry

The hospitality and tourism industry is considered as one of Thailand’s most important industries. This current study thus pursues to investigate the significant influences of subjective norms, attitudes toward hospitality, perceived behavioural control, and hospitality behaviour on the hospitality entrepreneurial intention. The data used for this current study was collected from 414 respondents fromcollege students in tourism and hospitality programmes in Thailand. The data was systematically analysed adopting the statistical technique of Structural EquationModelling after reliability and validity testing. The findings showed that perceivedbehavioural control, hospitality behaviour, attitude towards hospitality, andsubjective norms, had positive influences on the hospitality entrepreneurial intention. The originality and benefits for the practitioners of this study included the expansionof the use of the theory of planned behaviour from the field of psychology intotourism, hospitality and entrepreneurship. The implications and practical recommendations included the government and agencies should enhance the positive image of the hospitality industry to create the positive attitudes towards the hospitality and tourism industry. In addition, policy makers, related hospitalitymanagers and education institutions can provide supports, such as promoting clubs or associations for young entrepreneurs to raise the awareness and interests for becoming entrepreneurs in the future.

Unveiling the Influence of Subjective Norms on Flood Preparedness Among Household Renters: The Moderating Effect of Trust in Public Protection

This research builds on the social norms theory to investigate the connection between subjective norms, flood preparedness intention, and flood preparedness behavior. Furthermore, this study investigates how trust in public protection moderates the causal link between subjective norms and flood preparedness intention. Purposive sampling was used in this study by administering an online survey to a random sample of 150 tenants in Malaysia’s East Coast Region. Structured equation modeling (SEM) utilizing Smart Partial Least Squares (SmartPLS) was then used to analyze the data. The results showed that subjective norms (SN) have a positive relationship with flood preparedness intention (INT), and INT has a positive relationship with flood preparedness behavior (FPB). Interestingly, trust in public protection negatively moderates the relationship between SN and INT. The findings will offer valuable insights for policymakers, renters, landlords, and community organizations to develop targeted interventions and bolster flood preparedness among household renters in the East Coast region, ultimately fostering resilience and mitigating the impact of future flood events. This study provides first-hand information on the predictors of flood preparedness behavior among household renters in the East Coast Region, Peninsular Malaysia.

A Mediating Effect of Intention on the Relationship between Attitude, Subjective Norm, and Perceived Behavioural Control and the Turnover Intention Actual Usage among the SME Service Sectors Employees in Beijing, China

This study explores the mediating role of intention in the relationship between attitude, subjective norm, and perceived behavioral control on turnover intention and actual turnover behavior among employees in the SME service sector in Beijing, China. Drawing on the Theory of Planned Behavior (TPB), we hypothesize that employee attitudes towards their job, the influence of subjective norms, and their perceived control over leaving their job collectively influence their turnover intentions, which in turn affect their actual turnover behavior. Data were collected through a structured questionnaire administered to a sample of SME service sector employees in Beijing. Structural equation modeling (SEM) was employed to test the proposed hypotheses and the mediating effect of intention. The findings reveal that intention significantly mediates the relationship between the three TPB components (attitude, subjective norm, and perceived behavioral control) and turnover behavior. Specifically, employees with negative job attitudes, high subjective norms favoring turnover, and high perceived control over leaving are more likely to form strong turnover intentions, which subsequently lead to actual turnover. These results offer valuable insights for SME management in Beijing on the importance of addressing employee attitudes, norms, and perceived control to mitigate turnover rates. The study contributes to the broader literature on employee turnover by highlighting the critical mediating role of intention and providing a nuanced understanding of the TPB in the context of SME service sectors in China.

Influence of Subjective Norm on Behavioural Intention to Use Electronic Information Resources by Master of Business Administration Students in Federal Universities in Nigeria

Influence of Subjective Norm on Behavioural Intention to Use Electronic Information Resources by Master of Business Administration Students in Federal Universities in Nigeria

Understanding switching intentions towards renewable energy technologies using push-pull-mooring framework

Due to climate change threats, governments worldwide are taking measures to move towards cleaner technologies. One such alternative in the energy sector is Renewable Energy Technologies (RET). Due to its merit over conventional technology, RET is being promoted in the industry and households. However, residential consumers switching from incumbent technologies to RET is still low. To fill this gap, this study builds on the Push-Pull-Mooring (PPM) framework to uncover the key factors affecting the switching intention of residential consumers toward RET. We adopted a sequential explanatory mixed-methods approach that involved a quantitative investigation followed by a qualitative study. In the quantitative phase, we used structural equation modeling techniques to analyze survey data from 291 participants to test our conceptual model. Subsequently, in the qualitative phase, in-depth interviews with 25 participants were conducted to gain deeper insights and validate the relationships identified in the quantitative analysis. The results indicate that environmental concern (push factor), economic benefit, and independence benefit (pull factor) have a positive association with switching intention. However, switching cost (mooring factor) was found to have a negative association with switching intention. Further, switching cost was also found to moderate the association between economic benefit and switching intention. The qualitative study provided further insights into the results of the quantitative investigation. It was clarified from the qualitative study that neighbor experiences and societal preferences of the causes may mitigate the influence of subjective norms on switching intention. Lastly, implications were drawn for academicians, marketers, and public policymakers. Marketers can utilize these findings to develop appropriate marketing strategies for this untapped market, which has huge potential.

Healthcare providers' attitudes and associated factors on palliative care referral: A qualitative systematic review and meta-aggregation.

Early referral to palliative care has been viewed as providing opportunity for accomplishing end-of-life care goals of life closure, comfortable dying and effective grieving. However, previous studies have shown that palliative care referrals are being made too late. Healthcare providers play important role in helping terminally ill patients to early access and being referred to palliative care. It is necessary to understand healthcare providers' attitudes on palliative care referral and associated factors regarding referrals. This review aimed to identify and synthesise healthcare providers' attitudes and associated factors on palliative care referrals systematically. A systematic review of qualitative evidence and meta-aggregation was conducted and guided according to PRISMA guideline. PubMed, CINAHL, PsycINFO, EMBASE, Web of Science and Cochrane databases from inception to 24 October 2022. Database searches yielded 5856 references. Twenty-two studies met eligibility criteria and of moderate to high methodological quality were included. Studies occurred in USA, UK, Australia and France with 716 healthcare providers participants were included. A total of 378 codings were finally extracted and integrated into 41 categories, forming three synthesised findings: (1) Healthcare providers' attitudes towards palliative care referrals, (2) the influence of subjective norms on palliative care referral behaviour and (3) perceived behavioural control on palliative care referral behaviour. This review demonstrates a series of factors that affect the palliative care referrals, including the attitudes of healthcare providers, the participation of patients and families, the support of colleagues and supervisors, inter-professional collaboration, the availability of hospice resource, disease trajectory and socio-economic factors. Further research that addresses these factors and design relevant trainings on improving healthcare providers' attitudes, enhancing patient and family engagement, strengthening support networks and optimising resource allocation may aid to meet increasing demands of patients. This review not only guides healthcare providers in making better decisions about patient referrals by identifying and addressing barriers but also aids in the development of effective interventions that facilitate the early initiation of referrals. No patient or public contribution.

Driving factors of residential demand response for the integration of variable renewable power.

The large-scale integration of renewable power poses great challenges to grid stability. Among flexible resources, demand response (DR) stands out for its advantages in cost and efficiency. To identify key factors influencing DR, this study adopted the modified theory of planned behavior (TPB) to establish the conceptual model. Social norms were included as a front-end variable, and institutional factors and electricity consumption habits served as moderating variables. The model was subsequently tested and modified using the structural equation modelling (SEM). Results indicated that social norms can exert a substantial indirect effect on DR behavior. However, due to the deficiency of such norms, the formation of the positive attitude towards DR was hindered, resulting in a low standard coefficient of 0.16. Moreover, the influence of subjective norm on response intention was rejected due to limited perceived external pressure. Perceived behavior control exhibited the most significant direct influence on response intention (0.76). Additionally, the positive effects of situational factors and personal habits on the conversion from response intention to behavior were supported. Based on these findings, several policy suggestions including enhancing publicity and incentive policies were proposed.

A comparative study of factors influencing residents' waste sorting behavior in urban and rural areas of China

Extensive research has been conducted on the waste sorting behavior (WSB) of residents, while it is the first time that the classification behavior of urban and rural residents is compared under the same theoretical framework in China. Based on questionnaire data from 478 urban and rural residents, structural equation modeling (SEM) was used to investigate the internal factors influencing the WSB by integrating the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM). Hierarchical regression analysis was utilized to investigate the moderating effect of external factors on the residents' intentions and behavior. The results show that the degree of deviation between rural residents' intentions and behavior is much larger than that of urban residents. Personal norms are the key factors affecting urban residents' waste sorting. In contrast, for rural residents, attitude is the most critical factor, but the influence of subjective norms is insignificant. In addition, we found that policy restraints and economic incentives significantly moderate the association between urban residents' sorting intention and behavior, with economic incentives having a better effect than policy restraints. In contrast, the impact of policy restraints on rural residents is better than that of urban areas. However, the moderating effect of economic incentives is insignificant for rural residents. The findings furnish the government with meaningful strategies to narrow the urban-rural waste management gap.

Party Realignment: Ethnic Identity versus Egocentrism among Malaysian Voters

This study investigates the dynamics of voting intention concerning party realignment among voters in Malaysia using a Theory of Reasoned Action-based model. It delves into the roles of attitudes and subjective norms in shaping party preferences and aligns with quantitative methodology. A comprehensive self-administered survey questionnaire engaged 450 participants from diverse ethnic backgrounds in the Batang Kali State Constituency to elucidate party realignment complexities. They are chosen using stratified random sampling, based on a race proportion of 5:1:1. The findings reveal that voter attitudes wielded a more significant impact than subjective norms associated with ethnic identity. This outcome underscores the pivotal role of attitudes in influencing decision-making, while the influence of subjective norms remains limited. The research highlights the subjective norm's role in a multicultural context, clarifying that it is not the primary catalyst for party realignment. Instead, personal beliefs (people's egocentric behaviour) play a substantial role in shaping voter attitudes. These findings contribute to a deeper understanding of the interplay between subjective norms (ethnic identity), attitudes (egocentrism), and party realignment within Malaysia's diverse social landscape. Moreover, they hold significant implications for formulating effective political strategies and government policies within a multicultural society.

From e-service quality to behavioral intention to use e-fitness services post COVID-19 lockdown: When a crisis changes the social mindset

Lockdowns resulting from the COVID-19 pandemic forced fitness centers to quickly adapt their entire offering to an online format. The subsequent health situation facilitated the maintenance of the online offer and has been a paradigm shift for sports centers. Success in the nowadays situation requires a proper understanding of what factors influence e-service quality and how these factors behave in relation to consumer satisfaction, attitudes toward online fitness services, and behavioral intentions. This research was conducted in April 2020, with 745 participants (492 women, 253 men) completing the Carlson and O'Cass e-service quality evaluation battery. The results showed that e-service quality during the lockdowns predicted attitudes toward the digital platforms and behavioral intentions, and e-service quality predicted attitudes and behavioral intentions. However, attitudes did not predict behavioral intentions; the possible influence of subjective norms and low perceived control in this particular situation is discussed. When offering services on digital platforms, fitness service managers must take into account the importance of the quality of the e-fitness service, but also the social context in which it is offered. Psychosocial functioning in times of crisis influences users' perceived control and their future intention to use online services.

Exploring Physical Education Teachers' Intention and Perceived Constraints in Offering Online Lessons Using the Theory of Planned Behavior: A Multi-Country Analysis.

Guided by the theory of planned behavior, this study aimed to determine the influence of Physical Education (PE) teachers' attitudes, their perceived behavioral control, and the influence of subjective norms on their intention and constraints (intrapersonal, interpersonal, and structural) to offer a high-quality class based on best practices to deliver PE lessons online during the COVID-19 pandemic. This cross-sectional, multi-country survey study recruited PE teachers from five countries (China, Malaysia, the Philippines, Turkey, and the United States). A total of 928 online questionnaires were used in the analysis. In terms of the overall intention to teach online, our findings showed that American and Filipino teachers had higher levels of intention to continue teaching online. In contrast, Turkish, Malaysian, and Chinese teachers showed a lower interest. Moreover, Malaysian teachers had more intrapersonal constraints while the teachers in the other four countries were not as restrained intrapersonally. The results highlight the significant influence of perceived behavioral control and attitudes on PE teachers' intention to deliver online courses. Constraints to online teaching had a considerably large negative impact on attitudes, subjective norms, and perceived behavioral control. Based on the results, the proposed extension to the theory of planned behavior was an appropriate framework for understanding the behavioral intent of PE teachers.

The Analysis of Technology Acceptance Model (TAM) on Culinary MSMEs Marketplace in Garut Regency

Objectives: The Objectives of this research are to examine the influence of perceived ease of use on perceived usefulness, the influence of perceived ease of use and perceived usefulness on behavioral intentions, the influence of behavioral intentions on usage behavior, the influence of subjective norms, and output quality. Demonstration Results of Perceptions of Usefulness and the Influence of Perceptions of Enjoyment on the Ease of Use of GoFood Marketplace among Culinary MSME Entrepreneurs in Garut Regency.Methodology: This research uses a quantitative approach and a survey method, which involves distributing a questionnaire to GoFood partner MSMEs in the Garut Regency. The collected data will then be analyzed using AMOS 27 software. The study focuses on Culinary MSMEs partnered with GoFood, or "merchants." A total of 275 respondents were sampled using a probability sampling technique called simple random sampling. The data collected in the research was taken from MSME actors who have used the Go Food Application platform in the Garut Regency.Finding: The results of this study indicate that (1) Perceived ease of use has an effect on perceived usefulness, (2) Perceived ease of use has no effect on behavioral intention, (3) Perceived usefulness has an effect on behavioral intention, (4) Behavioral intention has an effect on use behavior, (5) Subjective norms affect perceived usefulness, (6) Job relevance has an effect on perceived usefulness, (7) Output Quality has no effect on perceived usefulness, (8) Result of Demonstration has no effect on perceived usefulness, and (9) Perceived Enjoyment has an effect on perceived ease of use. This explains that technology is strategic in increasing understanding of adopting technology which has an impact on business performance.Conclusion: Based on the study results, MSMEs in the Garut district have adopted the use and utilization of application features on GoFood in their business processes.

Gender and cross-country differences in the determinants of sustainable diet intentions: a multigroup analysis of the UK, China, Sweden, and Brazil.

Gender differences have been identified in both the engagement in and the determinants of sustainable diet behaviours. However, as engagement in pro-environmental behaviours varies across countries, the consistency of gender differences could follow similar patterns. Understanding the factors underlying gender and country differences in diet intentions is important for determining how to promote sustainable diets in different populations. Using survey data from the UK, China, Sweden and Brazil (N=4,569), this paper examines the influence of subjective norms, diet-related identity, perceived status of meat consumption, environmental identity and environmental concern on sustainable diet intentions. Multigroup analysis was used to explore gender and country differences in the influence of these variables, and whether gender differences were consistent across the four countries. The findings show that there are gender differences in the influence of diet-related identity and perceived status of meat consumption, as well as cross-country differences in all factors except subjective norms. Holding a strong diet-related meat identity negatively affected sustainable diet intentions in all groups. Crucially, however, gender differences are not consistent across countries. These results suggest that individuals' intentions to engage in sustainable diet behaviours are influenced by nationally unique gender associations.

It starts at home: non-economic factors influencing consumer acceptance of battery storage in Australia.

Homeowners play a critical role in the uptake of low-carbon technologies, yet little is known about the factors that underlie market acceptance of residential battery storage. This research integrates social-psychological, demographic and behavioural factors into a holistic model that predicts market acceptance. Previous research has indicated that social factors play a crucial role in the adoption of rooftop solar. Still, the influence of subjective norms on battery storage, a relatively invisible technology, has yet to be fully understood. An online survey from homeowners in Australia, a mature renewable energy market, is used to provide insights into market acceptance that are relevant to international energy markets. A two-step econometric model, using factor analysis and ordered logistic regression, was used for data analysis. The results show that subjective norms, moral emotions and an environmental self-identity are positively associated with market acceptance. Demographic factors, such as younger age and higher levels of education, predict market acceptance. Motives such as technical interest, autarky and load-shifting behaviours are also relevant. Several recommendations for policymakers and practitioners are offered to improve the acceptance of battery storage, including interventions that exploit social parameters and appeal to consumer psychology.

Unravelling the Impact of Financial Literacy on the Intention of Indian Retail Investors to Adopt Socially Responsible Investments: The Interplay of Social Self-Efficacy as a Mediating Mechanism

In the context of the escalating socio-economic disparities and environmental concerns, this study delves into the intricate interplay among financial literacy (FL), social self-efficacy (SSE) and intentions for socially responsible investment (SRI). Grounded firmly in the theory of planned behaviour, a survey of 235 Indian participants was conducted employing a meticulously structured questionnaire and leveraging Partial Least Squares Structural Equation Modelling software for robust data analysis. The research addresses pivotal questions, examining the impact of FL on fostering positive SRI attitudes, appraising the influence of subjective norms (SNs) on the intentions of Indian investors regarding SRI, and exploring the mediating role of SSE between FL and SRI intentions. The findings underscore the substantive role of FL in shaping positive attitudes towards SRI, exerting a direct influence on SRI propensities. Concurrently, SNs exert a comparable impact on SRI intentions. Notably, the study unravels a dual mediation paradigm, elucidating the sequential mediation of SRI attitude and SSE. The study yields pragmatic implications for fund managers and policymakers. It accentuates the strategic imperative of effective communication of investment benefits, necessitating tailored approaches attuned to cognitive and psychosocial orientations. In essence, the study augments our understanding of the nuanced dynamics guiding sustainable investment decisions, thereby advancing the comprehension of investor behaviour in the domain of responsible investing.

AN EXTENDED APPLICATION OF THE THEORY OF REASONED ACTION (TRA) MODEL IN PREDICTING TOURIST LOYALTY: THE MEDIATING ROLE OF DESIRE IN HEALTH & SPA TOURISM

This research sought to examine the predictive power of an extended version of the Theory of Reasoned Action (TRA) model that incorporates desire to understand tourists' loyalty intentions towards a health & spa center. The findings substantiate the model's high explanatory capacity and underline its relevance in the context of health tourism. It was found that positive attitudes towards health tourism services and the influence of subjective norms, which embody the opinions of tourists' social contacts, significantly influence loyalty intentions. Importantly, desire, which was included as an extension of the traditional TRA model, emerged as a crucial factor in this relationship, serving as a significant mediator between both attitudes and subjective norms and loyalty intentions. Our study highlights the central importance of understanding and considering desires when designing management strategies and recommends the implementation of targeted marketing campaigns, personalized offers and the continuous collection of customer feedback based on desire-based segmentation. This study contributes to the existing literature by extending the application of the TRA model to the health and wellness tourism sector and emphasizing the crucial role of desire as a mediator in promoting customer loyalty.

Determinants of Personal Financial Management Behavior: Moderating Role of Financial Literacy

This study aims to investigate the effect of subjective norms and propensity to plan on personal financial management behavior, with financial literacy as a moderation. This study is a quantitative approach and data collection were done using questionnaires. The population of this study were students of Economics Education (Accounting) Department on one of University in Indonesia with a total of 235 students. In this paper, we used partial least squares to measure potential constituents as a composite index-path modeling. We used WarpPLS software version 7.0 to explore the relationships contained in the model. The structural equation model results show that subjective norms and the propensity to plan have a positive effect on personal financial management behavior. Additionally, financial literacy was able to moderate the influence of subjective norms on personal financial management behavior. However, moderating effects do not happen on the propensity to plan. This research implies that personal financial management behavior can depend on psychological aspects.
 Keywords: subjective norms, propensity to plan, personal financial management behavior, financial literacy