Subjective Norms Research Articles

Discovering online Chinese consumers’ impulse buying in live streaming by the theory of planned behavior

<p class="MsoNormal" style="margin-top: 8pt; text-align: justify;"><span lang="EN-US" style="font-family: 'times new roman', times, serif; color: black; font-size: 12pt;">The study explores online consumers’ impulse buying intentions and behaviors on live streaming platforms. Unlike traditional shopping modes, the development of real-time video streaming provides online consumers with a distinct approach to interacting with live streamers and browsing online products in real-time, potentially causing their impulse buying intentions. To understand online consumers’ impulse buying intentions and behaviors, the paper establishes the research model based on the theory of planned behavior (TPB) model and analyses influencing factors from attitude, subject norm and perceived control aspects. Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the research results show that, three factors positively affect online consumers’ impulse buying intentions and lead to their final behaviors. Meanwhile, control variables, including gender, age, and income level, demonstrate insignificant effects across the model. Unlike existing literature, the current study displays the distinct features of live streaming platforms and discovers online consumers’ impulse buying intention based on the TPB model. The results are helpful for related scholars and departments to pay more attention to the live shopping environment and understand online consumers’ impulse buying issues.</span></p>

Enhancing the continuing willingness of Chinese college students to engage in volunteer services for older adults

BackgroundThe ageing population presents a substantial challenge to conventional care services for older adults in China. College students’ voluntary service constitutes an integral component of youth volunteerism, and investigating their continuing willingness to engage in volunteer services to benefit older adults holds immense importance for fostering a stable and enduring framework for China’s older adults’ care team. MethodDrawing on the extended theory of reasoned action, this study establishes an analytical framework to examine the willingness of Chinese college students to engage in volunteer services for older adults. Using micro-survey data, we employ structural equation modelling and the bootstrap mediation effect test method to empirically investigate the influencing mechanism behind this willingness. Results(1) Attitude has the strongest influence on the continuing willingness of Chinese college students to engage in volunteer services for older adults, and plays a mediating role between subjective norms and continuing willingness to engage in volunteer services, which reveals the special role of attitude in the continuing engagement of Chinese college students in volunteer services for older adults. (2) Personality trait has a substantial positive impact on Chinese college students’ willingness to engage continuously in volunteer service for older adults, and subjective norms and attitudes have a chain mediating effect in this influence relationship. (3) The theoretical model constructed in this study is reasonable, reliable and robust. ConclusionThis study elucidates the potential relationship between attitude, subjective norms, personality traits and the willingness to engage in volunteer services, offering a novel perspective for understanding the continuing willingness of Chinese college students to engage in volunteer services for older adults. Furthermore, it highlights the value of incorporating the extended theory of reasoned action into the policy design of college students’ engagement in such services.

Predictor Factors Influencing Young Adults’ Purchase Intention of Organic Food in Kuala Lumpur, Malaysia

This study is conducted to further understand the various behaviors of young adult consumers when it comes to organic food purchases. The study utilizes the AMOS SEM (v.24) tool to capture the relationship between the independent variables (perceived behavioral control, attitude, and subjective norm) and the dependent variable (the purchase intention of young adults). Young adults shape a growing demography in the heart of the capital city of Kuala Lumpur. It is crucial for scholars to further understand their purchasing interest, especially concerning organic food. Convenience sampling was utilized in this study as it is a practical method to capture the views of young adults in urban areas. A total of 200 respondents were tested in this study. Data was collected in areas such as shopping malls and cafes as it is more populated with younger crowds. Responses were collected via a 5-scale Likert-based questionnaire with items adapted from various past literature, and internal consistency tabulated through Cronbach’s Alpha, Average Variance Extracted, and Composite Reliability. The hypotheses were further verified using Confirmatory Factor Analysis, revealing valid significance in the notion that subjective norm and perceived behavioral control do indeed influence young adults in their purchase intentions of organic food products. Based on the results achieved, these results imply that young adults still very much rely on their peers and filial support as well as a perceived internal emotional control over their spending choices to make decisions when buying organic food.

Modeling of Determinants’ Influence on Consumer Behavior Towards Counterfeit Products in Indonesia and Malaysia

This study investigates customer behavior in the context of purchasing counterfeit products. Specifically, it seeks to assess consumer awareness regarding value consciousness, ethical considerations, and legal sensitivity, which are believed to impact their attitudes and behavior. The study was carried out in both Indonesia and Malaysia. This study uses Smart PLS as a quantitative method and includes a sample of 360 respondents from Indonesia (180) and Malaysia (180) who have bought different types of counterfeit products. This study provides evidence that there is no significant disparity in the consumption intentions of counterfeit products between Indonesians and Malaysians since both nations display a similar trend. The results from both countries are in agreement, indicating that value awareness has a favorable and substantial impact on attitudes, personal gratification has an unfavorable and significant effect on attitudes, ethical sensitivity has a favorable and substantial impact on attitudes, and legal sensitivity has a favorable and substantial effect on attitudes. The impact of attitudes on behavioral intentions is positive and essential, as are subjective norms, perceived behavioral control, and habits. Policymakers must acknowledge this conclusion, as business entities that become victims of counterfeit products will inevitably encounter significant challenges if this issue remains unattended. The issue of counterfeit goods in Indonesia and Malaysia has substantial financial implications for both the government and enterprises. Consequently, law enforcement agencies assume a crucial role in addressing this problem.

The behavioral intention telepharmacy questionnaire based on theory of personal health differences and planned behavior

Modern pharmaceutical services are offered via telepharmacy, an internet platform. Identification of items and factors that influence people's behavioral intentions towards telepharmacy services is needed to develop this service. The study aims to develop a questionnaire based on a research model that combines two well-known theories: the theory of personal health differences (TPHD) and the theory of planned behavior (TPB) technique. The purposive sampling strategy was combined with a cross-sectional observational method. 116 participants who were at least 18 years old were given the questionnaire. Convenience sampling from various population subgroups was used to select them. Data analysis was then conducted using the exploratory factor analysis (EFA). Factors were extracted using varimax rotation and principal component analysis. The results showed that the questionnaire consists of 16 items divided into 5 constructs (attitude and self-efficacy, behavioral intention, subjective norm, personal health status, and personal health value), this study proves that the behavioral intention telepharmacy questionnaire based on personal health differences and planned behavior theory is a reliable and valid measure. It can also draw attention to the many aspects of adoption behavior, helping service providers toward the successful digitalization of pharmaceutical services by fostering telepharmacy literacy. The application of telepharmacy is both a hope and a challenge for pharmacists and society, especially in terms of the intention to provide safe and quality pharmaceutical care.

Parent Intention to Participate in an Online Intervention to Enhance Health Behavior Change Among Youth Treated with Psychotropic Medication Who are Overweight or Obese: An Application of the Theory of Planned Behavior.

Youth with mental health disorders (MHD), particularly those who take psychotropic medications, are at increased risk of being overweight or obese (OW/OB) when compared to typical youth. Parents are important resources for interventions addressing OW/OB. However, parents of youth with MHD may face challenges that require interventions designed to address their needs. Prior to investing research funding in the development of interventions for this group, research is needed to understand factors associated with parents' decisions to enroll in these programs. The theory of planned behavior (TPB) provided a framework for examining parents' salient beliefs, direct attitudes, and intention to enroll in a hypothetical online healthy lifestyle intervention for their youth (ages 11-17) with OW/OB and treated with psychotropic medication. Parents who were enrolled in the study (n = 84) completed demographic questionnaires and a TPB questionnaire which was constructed for this study. A confirmatory factor analysis (CFA) of the direct attitude (i.e., attitude toward the behavior, subjective norm, perceived behavioral control) questions generally supported the three-factor model (i.e., RMSEA = .07, 90% CI .03-.11, p = .18; CFI = .96, SRMR = .06). Results from a multiple regression analysis demonstrated that direct attitudes predicted parent intention to participate in an online healthy lifestyle intervention for this sample of youth accounting for 84% of variance. In this preliminary study, the TPB appears to be a promising framework for understanding direct attitudes associated with parent intentions toward intervention participation in this population of youth. Interventions for parents of youth with OW/OB who are prescribed psychotropic medication should consider addressing these direct attitudes to improve intention.

Interaction Between Automation and Humans in Supply Chain Planning

Automation is transforming supply chain planning (SCP) processes, replacing human tasks with technological solutions. While automation offers efficiency gains, the interaction between humans and automated systems presents behavioral challenges. This study investigates how decision-makers in SCP processes learn to correct errors when interacting with automated demand forecasting systems versus human planners. Drawing from psychology and behavioral theories, we examine the effects of interaction type (automated system vs. human) on learning, operationalized as performance improvement over time. Further, we analyze whether this relationship is moderated by cognitive psychological traits (positive attitude towards technology, technology anxiety/dependence) and socio-psychological traits (social influence based on subjective norms, social influence based on image) of the human decision-maker. Our article contributes to supply chain management research by introducing automation-human interaction, providing a temporal learning perspective on performance, and integrating cognitive and socio-psychological moderators. Insights are offered on how to facilitate effective human-automation collaboration by managing socio-psychological influences. Limitations and future research opportunities, including cultural contexts and artificial intelligence, are discussed.

Investigating Factors Influencing Consumer Intention to Use Online Streaming Services

This paper investigates factors influencing consumer intention to use online streaming services from the technology acceptance perspective based on the extended Technology Acceptance Model with additional variables – perceived enjoyment and incorporation with human and social constructs from Theory Reasoned Action. The consumer intention to use online streaming services remains unclear due to the gap between expectations of online streaming service providers and the high unsubscribe rate. This study deployed an online questionnaire to collect data from 250 Facebook users. Thus, the data collected for this study were from consumers not using online streaming services in Malaysia to understand the factors that could trigger their intention to use. The data collected were analysed using SPSS version 26 and PLS-SEM version 3.0. The role of self-efficacy as a moderator was examined to better understand consumer behaviour in online streaming services. The result revealed that subjective norms and perceived enjoyment have significantly impacted consumer intention to use online streaming services. Regarding the moderating effect of self-efficacy on the relationship between perceived ease of use and perceived usefulness, the outcome evidenced that self-efficacy plays a moderator role for both constructs. This paper attempts to fill the gap by extending the extant literature on consumer intention to use online streaming services by assessing the direct and moderating effects. Furthermore, the outcome of this study also provides valuable practical contributions for online streaming service providers by improving their understanding of consumer behaviour on the intention to use online streaming services.

Mother's intention to provide balanced nutritious food to children 6-24 months

Context: The nutritional problem in Indonesia based on SSGI in 2021 is 24.4%, while underweight is 17% and wasted is 7.1% [1]. When compared to the WHO standard regarding the amount of stunting prevalence that is not a problem, which is 20%, the prevalence rate is still considered high and efforts are needed to reduce the prevalence. In Surabaya City, it is known that there are underweight toddlers (BB/U) as much as 7.5%, short toddlers (TB/U) as much as 4.8%, wasting toddlers (BB/TB) as much as 6.1%, and overweight toddlers (BB/TB) as much as 3.4% [2]. Methodology: This research is a cross-sectional descriptive study. The sample size in this study used a saturated sample or the entire population was used as a sample, namely 61 people. Data analysis used in this study is using the chi-square test. Results: Statistical test results of knowledge with intention showed a ρ-value (0.349) > 0.05 which means that there is no relationship. Data analysis regarding the relationship between respondents' attitudes and intentions shows a ρ-value (<0.001) <0.05, which means that there is a relationship. Data analysis regarding the relationship between respondents' subjective norms and intentions shows a ρ-value (0.008) < 0.05, which means that there is a relationship. Data analysis regarding the relationship between respondents' perceived behavioral control and intention shows a ρ-value (0.004) <0.05, which means that there is a relationship. Conclusion: From the results of the study it can be concluded that there is a relationship between attitude, subjective norms, perceived behavioral control with maternal intention. Conversely, the results showed no relationship between knowledge and mothers' intention in providing balanced nutritious food to children.

Intention to pursue a master degree of final year students: Empirical research from Hanoi university of industry

Nowadays, pursuing a master degree in economics and engineering is becoming an inevitable trend in the era of international integration because of benefits of its holders. This research aims to clarify the factors that influence of the intention to pursue master degree of final year students. To reach the end, this research based on the theory of planned behavior (TPB), benefit-cost theory, and the motivation-opportunity-ability model (MOA). The research utilizes both qualitative and quantitative methods. The collected data was analyzed by using SPSS 26 and AMOS 24. This research showed the benefits and costs influence on perceived value which in turn have effect on intention to pursue master degree of final year students. Furthermore, the subjective norm does not influence on the intention, contrary to previous studies that have shown its significance. This will help schools better understand students’ psychology and devise appropriate encouragement and motivation policies.

Make a Charitable Birthday Wish on Facebook: An Extended Theory of Planned Behavior

ABSTRACT Social media fundraising has become an important tool for nonprofits to raise money. Focusing on one specific fundraising tool, Facebook birthday fundraiser, the current study developed an extended Theory of Planned Behavior (TPB) model and included three external variables, relationship strength with the fundraiser creator, perceived risk regarding personal information safety, and personal relevance of the fundraising cause. An online survey was conducted to investigate their influences on Facebook users’ donation intention and behaviors. Confirmatory factor analysis and structural equation modeling were conducted, and hypothetical correlations were tested. Results showed that relationship strength significantly influenced subjective norms, attitude toward the fundraiser, self-efficacy, and perceived behavior control. Perceived risk positively influenced subjective norms. Personal relevance positively affected donation intention. Relationships among factors from previous TBP studies were also tested and verified. Implications and limitations of the study were discussed.

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.

Factors associated with intention to implement SBI and SUD treatment: a survey of primary care clinicians in Texas enrolled in an online course

BackgroundSubstance use disorder (SUD) presents a range of public health challenges and consequences. Despite the prevention potential of screening and brief intervention (SBI) in the primary care setting, implementation is low. The purpose of this study was to assess associations of primary care clinicians’ knowledge of SBI and SUD treatment, subjective norms, and perceived behavioral control with intention to incorporate SBI and SUD treatment into regular clinical practice.MethodsThis online survey was administered to primary care clinicians who practice in Texas between March 1, 2021, and February 5, 2023. Survey questions were mapped to factors in the Theory of Planned Behavior and included measures of knowledge, subjective norms, and perceived behavioral controls related to SBI and SUD treatment. Intention to engage in SBI and SUD treatment was assessed as the outcome.ResultsOf 645 participants included in this study, 59.5% were physicians. Knowledge was low, with less than half correctly reporting what was considered a standard drink (39.6%) and only 20% knew the correct number of alcoholic beverages considered risky drinking in 21-year-old non-pregnant women. Subjective norms, such as having colleagues within their practice support addressing SUDs, and perceived behavioral control such as having SUD screening routinized within clinic workflows, were positively associated with intention to implement SBI and SUD treatment in primary care settings.ConclusionsModifying knowledge gaps, subjective norms, and perceived behavioral control requires a multipronged interventional approach that blends accessible clinician training with systemic workplace enhancements and a collective shift in professional norms.

Knowledge level and constructs of the theory of planned behaviour (TPB) to the practice of unsafe abortion among postnatal mothers attending Mkonze health center, Dodoma Region, Tanzania

BackgroundUnsafe abortion is now a global agenda because 45% of all global abortions are unsafe, and 97% are occurring in developing countries. In Tanzania, one million reproductive-aged women face unplanned pregnancies per year, and 39% end up with abortion. About 16% of maternal deaths are reported per year in Tanzania, and unsafe abortion takes the second position. There are several efforts to prevent and intervene unsafe abortions, such as equipping healthcare facilities across all levels of healthcare, approval of Misoprostol use, establishment of comprehensive post-abortion care (PAC), revising policy guidelines and standards, provision of emergency contraceptives, and capacity building of healthcare providers. There is little documentation about how the constructs of the theory of planned behaviour, knowledge, and sociodemographics influence the practice of abortion.ObjectivesTo assess the association of knowledge level, sociodemographic characteristics, and constructs of the theory of planned behaviour (TPB) to the practice of unsafe abortion among postnatal mothers at Mkonze Health Center in the Dodoma region.MethodologyIt is an analytical cross-sectional study design conducted in Dodoma-Tanzania and involved 206 postnatal women. A validated questionnaire was used and analysis was performed in the Statistical Package for the Social Sciences (SPSS), through descriptive and inferential statistics.ResultsThe practice of unsafe abortion in the current study is 28/206 (13.6%), influenced bytheir lower educational level and being single women. It was found that the majority had adequate knowledge of unsafe abortion 129 (62.6%), positive attitude 130 (63.1%), good subjective norms 113 (54.9%), and positive perceived behavioral control111 (53.9%). Knowledge, attitude, subjective norms, and perceived behavioral control were not significantly associated with the practice of unsafe abortion.ConclusionThe majority of the respondents had high knowledge, attitudes, subjective norms, and perceived behavior control on unsafe abortion. This is an indicator that the implemented initiatives are effective. Maintaining the ongoing effort and improving strategies are promising to mitigate the burden of unsafe abortion. Future research needs to find out hidden factors associated with attitude and how health beliefs might influence someone’s attitude towards unsafe abortion.

An Empirical Study on the Turnover Intention among the SME Service Sectors Employees in Beijing, China: A Theory of Planned Behaviour Approach

This empirical study investigates the turnover intention among employees in the SME service sector in Beijing, China, using the Theory of Planned Behavior (TPB) as a theoretical framework. The research aims to understand the key psychological and social factors influencing employees' intentions to leave their current positions. Data were collected through a structured questionnaire administered to 400 employees across various SMEs in Beijing's service industry. The questionnaire measured attitudes towards turnover, subjective norms, perceived behavioral control, and turnover intention. The findings indicate that all three components of TPB significantly predict turnover intention. Attitudes towards turnover, shaped by job satisfaction and perceived job alternatives, emerged as the strongest predictor. Subjective norms, influenced by peer and family expectations, also play a critical role in shaping turnover intentions. Perceived behavioral control, which includes employees' confidence in securing new employment and perceived ease of leaving their current job, further contributes to the prediction model. The study highlights the importance of addressing both individual and contextual factors in managing turnover intentions. For SME managers, fostering a supportive work environment and enhancing job satisfaction can mitigate turnover risks. Moreover, understanding the influence of external social pressures and enhancing employees' perceived control over their career decisions can provide additional strategies to retain talent. This research contributes to the limited literature on employee turnover in China's SME service sector and offers practical insights for improving employee retention strategies. Future studies could explore longitudinal data to understand the dynamics of turnover intention over time and examine the role of additional variables such as organizational commitment and job stress.

Consumer Intention of Purchasing Plant-Based Milk in Indonesia

In the context of achieving Sustainable Development Goals (SDGs), advancements in food technology, notably plant-based alternatives, are gaining popularity. Aligning with SDG targets such as good health and well-being (SDG 3), responsible consumption and production (SDG 12), and climate action (SDG 13), the adoption of plant-based milk signifies progress towards a sustainable food system. This study investigates the determinants influencing Indonesians' intention to purchase plant-based milk, addressing a notable research gap in developing markets. The study collected data from 300 respondents through social media, resulting in 297 valid responses. Analysis using SMARTPLS reveals that attitude, environmental concern, health consciousness, price, and subjective norms all have a significant relationship with the intention to purchase plant-based milk, with attitude and environment identified as the strongest drivers. These findings have practical implications for plant-based milk business managers and other stakeholders interested in improving their competitiveness while contributing to a more sustainable environment.

Residents' willingness to engage in carbon generalized system of preferences - A personality insight study based on the extended theory of planned behavior

In the context of China's dual carbon target, reducing personal carbon emissions has been identified as a crucial strategy to achieve the target. The 2022 Digital China Development Report emphasizes the significance of implementing the Carbon Generalized System of Preferences (CGSP) in driving individual carbon reduction efforts in China. However, the psychological factors influencing public participation in CGSP are still unknown. Based on the Extended Theory of Planned Behavior (TPB), this study explored the psychological factors of different personality trait groups' participation in the CGSP and categorized 712 respondents into Compatible, Positive, Responsible, and Susceptible based on the MINI-IPIP scale and the K-means method. The results show that the strength of willingness to engage (WTE) in CGSP was ranked as: Compatible > Positive > Responsible > Susceptible and the WTE of compatible groups is more influenced by attitude, while Perceived Behavioral Control (PBC) plays a more crucial role in other groups. Personal Norms (PN) and Policy Awareness (PA) were significant for all specific personality groups except the Susceptible group. Surprisingly subjective norms had little to do with WTE. We believe that policymakers should consider the impact of PBC on WTE when formulating policies and raise the expectation of residents in terms of the value they can obtain from participating in CGSP. Additionally, promotional activities related to PN and PA in connection with CGSP should be conducted. These efforts may help individuals better engage in CGSP.

Examining consumer behavior towards adoption of quick response code mobile payment systems: transforming mobile payment in the fintech industry

The quick response (QR) code-enabled mobile payment has gained large attention from academicians and policymakers due to its fast, convenience, and usefulness. However, acceptance of this technology among consumers is limited and rare in a few cases. Therefore, current research attempts to gain insight into factors that influence consumer behavior to adopt QR code-enabled mobile payment. This research has developed an integrated research framework that combines the technology acceptance model, theory of reasoned action, transaction speed, convenience, and innovativeness to investigate consumer behavior to adopt QR code mobile payment. In addition to that moderating effect of transaction speed is tested between consumer attitude and intention to adopt QR code-driven mobile payment. This study empirically investigates consumer attitudes and intention to adopt the QR mobile payment system with 216 responses. Findings of the statistical analysis have revealed that perceived usefulness, perceived ease of use, convenience, subjective norms, and innovativeness explained a substantial variance R2\\documentclass[12pt]{minimal} \\usepackage{amsmath} \\usepackage{wasysym} \\usepackage{amsfonts} \\usepackage{amssymb} \\usepackage{amsbsy} \\usepackage{mathrsfs} \\usepackage{upgreek} \\setlength{\\oddsidemargin}{-69pt} \\begin{document}$${R}^{2}$$\\end{document} 52.3% in measuring user attitude to adopt QR code-enabled mobile payment. Practically, this study suggests that policymakers should pay attention to perceived convenience, transaction speed, subjective norm, and perceived usefulness to boost consumer attitude and intention to adopt QR-enabled mobile payment. This study is unique as it integrates the technology acceptance model and theory of reasoned action to investigate consumer behavior towards the adoption of QR code mobile payment. This study is also valuable as it examines the moderating effect of transaction speed between consumer attitude to accept QR code and their intention to adopt QR code-driven mobile payment and adds a new dimension to information system literature.

Factors influencing air passengers' intention to purchase voluntary carbon offsetting programs: The moderating role of environmental knowledge

BackgroundThis paper aims to investigate the factors that influence air passengers' intention to purchase the VCO program by applying the extended Theory of Planned Behavior. Furthermore, we examine how the influence of these factors on purchasing intention varies according to passengers' levels of environmental knowledge. MethodsWe surveyed 319 individuals in Korea who have had air travel experience within the past three years and are planning future air travel. The collected data were analyzed using SPSS 25.0 and AMOS 25.0. To verify validity and reliability, we conducted confirmatory factor analysis and reliability analysis. Hypotheses were tested using a structural equation model, and the moderating effect of environmental knowledge was verified through multi-group analysis. FindingsOur findings revealed that personal norms, subjective norms, attitudes, and perceived behavioral control influence customers' intentions to purchase VCO program, in that order. Additionally, a critical aspect of our research is the multigroup analysis that demonstrates how environmental knowledge moderates the effects of attitudes and personal norms on purchase intentions. This indicates that the level of environmental awareness significantly shapes the decision-making process for participating in VCO program. Our study provides valuable insights for developing effective communication strategies to promote VCO program, emphasizing the need for tailored approaches based on individuals’ environmental knowledge. OriginalityThis study is the first to analyze the intention to purchase voluntary carbon offset (VCO) program among Korean passengers. We conducted a comprehensive analysis based on the extended Theory of Planned Behavior (TPB) and investigated how the relative influence of each factor varies depending on the level of environmental knowledge.

The Significance of Entrepreneurial Intentions for the Silversmith Businesses Sustainability in Kamasan Village, Klungkung-Bali

Silver crafts in Kamasan Village as a creative business are embedded in people's lives, becoming a daily economic activity in the community, especially silversmith in Kamasan Village, Klungkung District, Klungkung Regency, Bali Province. The business activities of silversmith in Kamasan Village are part of the microeconomic structure to encourage the growth of the community's creative economy with unique crafts as a competitive advantage for a sustainable future. However, on the other hand, silversmith businesses in Kamasan Village face many obstacles, namely: limited business capital, low mastery of technology and science, inadequate business management and the absence of entrepreneurial intention among craftsmen. The aims of this community service are to raise awareness of the importance of entrepreneurial intention for the silversmith community in Kamasan Village, Klungkung District, Klungkung Regency, Bali Province for business sustainability. The methods of theses community service are a participatory action research approach oriented towards empowering and developing the entrepreneurial intention of silversmith in Kamasan Village. Results of theses community service are silversmith in Kamasan Village, Klungkung District, Klungkung Regency, Bali Province. First, there is an increase in knowledge from silversmith in Kamasan Village regarding the importance of entrepreneurial intention to be able to continue their business by creating a career goal to become a sustainable entrepreneur who will promote sustainable development and will favor social goods and economic gains. Second, the knowledge of silversmith in Kamasan Village has increased in understanding practices and decision-making activities principally through entrepreneurial attitude, subjective norms and perceived behavior control. Silversmith in Kamasan Village have knowledge of the significance of entrepreneurial intention as a science that is applied by developing creativity to realize superior performance. Third, silversmith in Kamasan Village agreed to strengthen their competitiveness to maintain their business by fostering entrepreneurial intention. For silversmiths in Kamasan Village, entrepreneurial intention is a driving force for organizing, managing, solving problems and developing and maintaining the business.