Subjective Norms Research Articles

Determinants of Purchasing Intention of Agricultural Products via E-commerce Platforms in Jakarta, Indonesia

The emergence of the internet as a global phenomenon is swiftly reshaping consumers' shopping habits and the process of purchasing goods and services. Consumers now have access to a wide array of products and services, especially with the aid of e-commerce. Additionally, companies can analyse consumer behaviour and gain a deeper understanding of their habits with the assistance of e-commerce or social media. The objective of this research is to ascertain the factors that impact consumers' intention to buy agricultural products. In April 2022, we performed an online consumer survey among 200 internet shoppers in Jakarta, Indonesia. The data was then analyzed using the WarpPLS software and Structural Equation Modeling (SEM). Our research showed that among the respondents, women, with an average age of 20–25 accounted for nearly 60% of respondents who purchased agricultural produce online in Jakarta. Moreover, SEM-PLS method revealed that the following factors had highly significant effects on consumers' purchasing intention to buy agricultural products in Indonesia: consumer behavior, subjective norms, demographic variables, time savings, and convenience. In light of these findings, it offers valuable technical and practical implications for agribusiness management and policymakers.

Exploring determinants of residents’ participation intention towards smart community construction by extending the TPB: a case study of Shenzhen city

PurposeSmart community construction (SCC) and efficiency require resident participation. This paper aims to explore the determinants of residents’ participation intention (RPI) in the SCC.Design/methodology/approachBased on the theory of planned behavior (TPB), this study proposed an extended conceptual model to deeply analyze the RPI in the SCC. The relationship between all constructs was verified by processing and analyzing online survey data using confirmatory factor analysis (CFA), structural equation model (SEM), and bootstrapping method.FindingsParticipation attitude, perceived behavioral control, subjective norm, and perceived usefulness significantly and positively affected the RPI. Furthermore, intermediary effects in the extended conceptual model had been confirmed.Originality/valueTo fill the critical gap in the research on the determinants of the RPI in the SCC context, this study developed a novel conceptual model by extending the TPB to analyze the effects of self-driven and externally-driven factors on the RPI from the perspectives of residents’ psychology and external environment. The findings not only clarify the complex process of forming the RPI in the SCC but also provide a theoretical foundation for studying the RPI in similar community construction projects. Additionally, several strategies have been proposed to encourage residents’ participation in the SCC and promote the development of smart communities, such as clarifying residents’ participation obligations, improving the convenience services of smart communities, and diversifying residents’ participation approaches.

Factors of Social Networking Influencing Tourists' Destination Selection in Ho Chi Minh City

Objective: The overarching objective of this study is to identify the salient factors within social networks, specifically Facebook, TikTok, Instagram, and YouTube, and their impact on tourists' decision-making processes in selecting Ho Chi Minh City as a destination. Subsequently, we offer managerial recommendations aimed at aiding tourism enterprises in Vietnam to enhance their understanding of the social network components that positively influence tourists' choices to visit. Furthermore, we suggest potential avenues for performance enhancement to optimize advertising effectiveness across social media platforms, including Facebook, TikTok, Instagram, and YouTube. Theoretical Framework: To date, numerous international research endeavors have scrutinized the determinants within social networks that shape tourists' intentions and decision-making processes regarding travel destination selection. However, within the Vietnamese context, scholarly investigations have predominantly centered on factors such as pricing, destination imagery, quality, and allure, while neglecting to explore the influence of social network factors on tourists' decisions regarding destination selection in Ho Chi Minh City. Consequently, the thematic focus on "Factors of Social Networks Influencing Tourists' Destination Selection Decisions in Ho Chi Minh City" represents an evolutionary progression from antecedent research studies, albeit purposefully tailored and refined by the researcher to align with their specific research aims. Method: The quantitative data gathered aimed to systematically examine and comprehend tourists' behaviors in their decision-making processes regarding destination selections facilitated by social media platforms. Employing an online survey hosted on Google Forms facilitated the data collection endeavor. The survey instrument featured a Likert scale spanning from 1 to 5, encompassing response categories delineated as follows: (1) Strongly Disagree, (2) Disagree, (3) Neutral, (4) Agree, and (5) Strongly Agree. Results and Discussion: Following the regression model analysis conducted on a dataset comprising 307 survey samples, the researcher observed the rejection of one initial research hypothesis, denoted as H1, while five subsequent hypotheses, namely H2, H3, H4, H5, and H6, were accepted. This determination was made based on the statistical significance values (Sig.) obtained from the t-test results presented in Table 4.19. Notably, factors with Sig. > 0.05 were deemed lacking in statistical significance, indicating a negligible influence on the dependent variable. Specifically, hypothesis H1, which pertained to the subjective norm factor, was rejected due to its Sig. value exceeding 0.05 (Sig. = 0.651). Conversely, the five accepted hypotheses (H2, H3, H4, H5) all demonstrated Sig. values below 0.05 (Sig. = 0.000). In summary, the study effectively achieves its predetermined objectives by identifying and analyzing five social media factors influencing tourists' destination selection decisions in Ho Chi Minh City. Additionally, the research assesses the magnitude of their impact and examines disparities in research outcomes across different customer segments in Ho Chi Minh City concerning travel destination decisions. Based on these findings, the researcher proposes managerial implications to support tourism businesses in Vietnam intending to utilize social media platforms for advertising. These implications aim to furnish essential insights for selecting and prioritizing key factors when designing advertising campaigns on social media, thereby enhancing brand effectiveness.

Driving factors of farmers' non-grain production of cropland in the hilly and mountainous areas

The rational and efficient use of cropland is a crucial way to stabilize the balance between food supply and demand, ensure sustainable agricultural development, and guarantee national food security. However, there has been a tendency for non-grain planting of cultivated land in recent years. Investigating the driving factors of farmers' non-grain planting in hilly and mountainous areas is meaningful. This study extended the Theory of Planned Behavior (TPB) by introducing the variable of risk-carrying capacity, and the results supported that the integrative model was more efficient in explaining non-grain production behavior. Farmers' risk-carrying capacity and subjective norm were the most critical determinants of their planting behavioral intention. Besides, attitude, subjective norm, and perceived behavioral control mediated the paths of risk-carrying capacity to farmers' non-grain crops growing intention. Most importantly, there were differences in the behavior mechanism of farmers of different ages and working statuses. These findings provided a clear evidence understanding of farmers' non-grain planting behavior and could help program planners design policy interventions.

Understanding food waste sorting behavior in institutional food services: An integrated psychological framework

Food waste from institutional food services accounts for a significant part of global food waste. Food waste sorting (FWS) at the source reduces waste management costs and environmental impacts in organizations. Yet what drives individual FWS behavior remains underexplored. This study explores the psychological process of FWS in institutional catering environments, integrating the value-belief-norm model, the theory of planned behavior, and self-determination theory. Data were collected from 431 university students in China and analyzed using partial least squares structural equation modeling (PLS-SEM). Results indicated the interplay of values, beliefs, norms, and motivations in shaping FWS behaviors. Social value orientations (SVO) indirectly affected FWS through awareness of consequences and personal norms. Subjective norms, potentially attributed to external regulations in canteens, influenced FWS intention through personal norms and induced FWS primarily via controlled motivations. The findings imply that behavioral strategies to induce FWS may leverage social influence and external regulation while also translating values and knowledge into intrinsic motivations through educational programs and awareness campaigns.

Barriers to pregnancy prevention for adolescents in rural Haiti: perceptions of healthcare providers.

Little is known about healthcare providers' (HCPs) contraceptive views for adolescents in Haiti, who experience high rates of unintended pregnancy. We sought to describe HCPs' perspectives on barriers and facilitators to contraceptive care delivery in rural Haiti. We conducted a cross-sectional survey and qualitative interviews with HCPs in two rural communities in Haiti from 08/2021-03/2022. We assessed demographics, clinical practice behaviors and explored contraception perspectives according to Theory of Planned Behavior constructs: attitudes, subjective norms, and perceived behavioral control (e.g., people's perceptions of their ability to perform a given behavior, barriers and facilitators of a behavior).15-17 We used descriptive statistics to report proportions and responses to Likert scale and multiple-choice questions. Guided by content analysis, we analyzed interview transcripts through thematic inductive coding and team debriefing. Among 58 respondents, 90% (n = 52) were female and 53% (n = 31) were nurses. Most reported always (n = 16, 28%) or very often (n = 21, 36%) obtaining a sexual history for adolescents. A majority agreed/strongly agreed that clinicians should discuss pregnancy prevention (n = 45, 78%), high-risk sexual behaviors (n = 40, 69%), and should prescribe contraception (n = 41, 71%) to adolescents. The most frequently cited provider-level barriers (i.e., significant or somewhat of a barrier) included insufficient contraception knowledge (n = 44, 77%) and time (n = 37, 64%). HCPs were concerned about barriers at the patient-level (e.g. adolescents' fear of parental notification [n = 37, 64%], adolescents will give inaccurate information about sexual behaviors [n = 25, 43%]) and system-level (e.g. resistance to providing care from administration [n = 33, 57%]). In interviews (n = 17), HCPs generally supported contraception care for adolescents. Many HCPs echoed our quantitative findings on concerns about privacy and confidentiality. HCPs reported concerns about lack of contraception education leading to misconceptions, and community and parental judgement. HCPs expressed interest in further contraception training and resources and noted the importance of providing youth-friendly contraceptive care. While HCPs support contraceptive care, we identified actionable barriers to improve care for adolescents in rural Haiti. Future efforts should include increasing HCP knowledge and training, community and parent coalition building to increase contraception support and offering youth-friendly contraceptive care to offset risk for related adverse health outcomes in adolescents in rural Haiti.

Investigating environmentally sustainable consumption: A diary study of home‐based consumption behaviors

AbstractThis study analyzes three environmentally sustainable household consumption behaviors (optimizing the use of domestic water, minimizing food waste, and minimizing plastic packaging usage) through the model of goal‐directed behavior. The findings show that attitudes, subjective norms, perceived behavioral control, anticipated emotions, and habits are all significant predictors of the desire to adopt sustainable consumption behaviors, which directly fosters the intention to adopt these behaviors. Intention–behavior links were unique for each behavior; minimizing plastic packaging usage was the most difficult behavior to implement. This study offers useful insights into people's sustainable consumption goals and their intentions to adopt responsible consumption behaviors. A generalizable model of environmentally sustainable household behaviors that considers the three behaviors simultaneously is presented. This study suggests that business and policy strategies that could successfully promote sustainability in the household might proceed by, for example, empowering consumers or changing their habits.

Investigating EWOM and halal product knowledge on gen Z’s halal cosmetics purchase intentions in Pakistan

Purpose This study aims to improve the theory of planned behavior (TPB) model by incorporating electronic word of mouth (E-WOM) as a factor influencing attitude (ATT), subjective norms (SN) and perceived behavioral control (PBC). The main goal is to study Generation Z’s intention to purchase halal cosmetics. In addition, the research examines how halal product knowledge (HPK) influences the relationships between ATT, SN, PBC and the purchase intention of halal cosmetics. Design/methodology/approach Data were collected using self-administered questionnaires from two superstores in Karachi, Pakistan, with 265 valid responses. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling. Findings The results revealed that EWOM significantly influences ATT, SN and PBC. ATT and PBC both significantly affect purchase intention (PI), while SN has a nonsignificant influence on PI. In addition, the study found HPK only moderates the association between ATT and PI, while moderating influence HPK does not exist in the relationship between (SN and PI) and (PBC and PI). Research limitations/implications This study focuses on the Halal cosmetics industry in Pakistan and explicitly targets Generation Z individuals in a particular cultural environment. The aim is to examine how applying the same research design in different sectors and countries can lead to different results. In addition, the study primarily includes Gen Z consumers of halal cosmetics. Collecting data from other generational groups for future studies, such as generations X and Y, would be interesting. Originality/value This research contributes to the existing literature on halal consumption by introducing the concept of E-WOM as a factor within the TPB model. This study is particularly groundbreaking as it examines how Gen Z Pakistani Muslim consumers’ behavioral intentions toward halal cosmetic products are influenced by their HPK using the TPB model. Additionally, the paper presents an extended TPB modeling framework that could be valuable to researchers, marketers and halal experts.

Exploring the factors influencing evidence-based approaches to advanced chronic kidney disease: a qualitative study involving nurses and physicians

BackgroundAdvanced chronic kidney disease (ACKD) is associated with a high risk of adverse cardiovascular and renal events and has a significant impact on quality of life and life expectancy. Several studies have identified areas for improvement in their management in primary care. Some professional and environmental factors can act as key barriers to appropriate care.ObjectiveTo analyse attitudes, subjective norms, and perceived behavioural control among primary care professionals related to the implementation of an evidence-based approach for individuals with ACKD in primary care.MethodologyThis was a qualitative study using an interpretative phenomenological approach based on the theory of planned behaviour. Two aspects of the evidence-based approach were explored: the implementation of clinical practice guidelines and the utilisation of electronic kidney disease records within the scope of this study. Primary care nurses and physicians participated in a previous pilot interview and five focus groups. Subsequently, a thematic analysis of the gathered data was conducted.FindingsThirty-three primary care professionals participated. The emerging themes included: experiences in the management of ACKD (highlighting a distinct profile of older, frail patients with comorbidities masking CKD and a CKD follow-up primarily focused on analytical monitoring and drug adjustment); factors in the professional environment influencing the use of scientific evidence (such as time constraints, excessive electronic health records, and unfamiliar reference guidelines); attitudes towards the application of recommendations on ACKD (recognising limitations of computer systems despite considering them as guidance); and capacities to implement evidence-based recommendations (acknowledging formative needs and challenges in coordinating care with nephrology services).ConclusionsSeveral psychological elements identified through the TBP hinder the adequate implementation of an evidence-based approach for individuals with CKD. Attitudes have been identified as factors modulating the use of standardised electronic records. Instead, subjective norms (influences from the professional environment) and perceived behavioral control (perception of capabilities) acted as barriers to the proper application of clinical practice guidelines and standardised records.Implications for practiceStrategies aimed at optimising the management of people with ACKD should focus not only on training but also on improving attitudes, organisational structures, IT systems and coordination between primary care and nephrology.

Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior

Purpose Amidst escalating sustainability challenges, product and brand managers face a pressing need to foster responsible consumption and marketing strategies. Guided by the theory of planned behavior, this paper aims to explore consumers’ motivation to purchase second-hand clothing, a type of product that contributes to Sustainable Development Goal (SDG) 12 on Responsible Consumption and Production by democratizing the brand, extending the life-cycle of the product, promoting a circular economy, while reducing economic costs for consumers and environmental costs for companies. Design/methodology/approach A two-stage study was conducted: 20 consumers were initially interviewed to identify the salient beliefs about second-hand clothing, and following that, a survey was conducted with 449 consumers to statistically analyze consumers’ motivation to purchase second-hand clothing. The data were analyzed using partial least squares-structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). Findings From a “should-have” perspective (PLS-SEM), the study reveals that behavioral beliefs, injunctive normative beliefs, descriptive normative beliefs and control beliefs positively shape attitudes, injunctive norms, descriptive norms and perceived behavioral control toward second-hand clothing, whereas attitudes, injunctive norms, moral norms and perceived behavioral control positively influence consumers’ purchases of second-hand clothing. From a “must-have” perspective (NCA), the study shows that behavioral beliefs, injunctive normative beliefs and descriptive normative beliefs are necessary conditions to positively shape attitudes, injunctive norms and descriptive norms toward second-hand clothing, whereas attitudes, injunctive norms and perceived behavioral control are necessary conditions to stimulate second-hand clothing purchases. Originality/value The study offers a deep dive into consumers’ motivation to purchase second-hand clothing using a multimethod approach that enables not only the elicitation of salient beliefs (through interviews) but also the empirical examination of these beliefs alongside varying subjective norms in motivating consumers to purchase second-hand clothing (via survey). Given that beliefs are deeply rooted, the rigorous unfolding and validation of consumers’ beliefs about second-hand clothing, including the “should-haves” versus the “must-haves,” provide finer-grained insights that product and brand managers can strategically use to encourage consumers to purchase second-hand clothing.

Nurses' intention and attitude to participate in advance care planning: An extended theory of planned behaviour using structural equation modelling–A cross‐sectional study

AbstractAimsThis study aimed to investigate the factors influencing nurses' intentions to participate in advance care planning (ACP) by examining the mediating roles of attitude, subjective norm, and perceived behavioural control in the relationship between knowledge and intention, using an extended theory of planned behaviour and structural equation modelling.MethodsA descriptive cross‐sectional survey was conducted between January and April 2023, involving 515 registered nurses, selected through two‐stage sampling. Data were collected using a self‐administered online survey distributed via the internal communication system of hospital. Structural equation Modelling was employed to analyse the relationships among knowledge, attitude, subjective norm, perceived behavioural control and intention to participate in ACP.ResultsThe results supported two hypotheses regarding the relationships between knowledge, attitude, subjective norm, perceived behavioural control, and intention (p < 0.05). While the direct effect of knowledge on intention was not significant (β = 0.087, p = 0.292), the total indirect effect through attitude, subjective norm and perceived behavioural control was significant (β = 0.449, p < 0.001), accounting for approximately 83.77% of the total effect on intention. This underscores the critical role of these mediators in influencing nurses' intention to participate in ACP.ConclusionsThis study highlights the significant indirect influence of knowledge on nurses' intentions to participate in ACP through attitude, subjective norms and perceived behavioural control. These findings suggest that targeted educational is needed to enhance ACP participation among nurses.Implications for the Profession and/or Patient CareUnderstanding the role of attitude, subjective norm and perceived behavioural control can enhance nursing practice. Creating supportive environments and promoting interdisciplinary collaboration are crucial. Professional development through training, mentorship and role modelling can empower nurses in ACP. Comprehensive programs that increase knowledge and foster positive attitudes are essential for advancing ACP practice among nurses.ImpactEducational programs aimed at nurses should include components designed to strengthen knowledge and the identified mediators, equipping nurses with the necessary ACP skills. Organizational support through appropriate policy frameworks can facilitate these educational endeavours and ensure a sustainable impact on practice.Reporting MethodThe Strengthening the Reporting of Observational Studies in Epidemiology (STROBE) checklist for cross‐sectional studies.

Assessing the Influence of Planned Behavior on Consumer’s Purchase Intention on Selected RTW Establishments in Valencia City, Bukidnon

The fashion industry has been continuously growing over the years, yet it is an industry that was greatly being growing until now. Businesses are keen to understand the factors that influence their purchase intentions. However, there is a lack of comprehensive research focusing on the determinants of purchase intention in the RTW clothing establishment, particularly in Valencia City, Bukidnon. The analyses revealed a significant positive relationship between consumer' attitudes towards behavior having the results of (CR 0.825, AVE 0.611) strong relationship, subjective norms (CR 0.723, AVE 0.469) good relationship, perceived behavioral control (CR 0.720, AVE 0.464) slightly good relationship, and purchase intention having the strongest relationship among all of the variables which have (CR 0.895, AVE 0.680). All variables are there is no significant difference to each hypothesis. The study "Assessing the Influence of Planned Behavior on Consumer’s Purchase Intention on Selected RTW Establishments in Valencia City, Bukidnon" was chosen to understand consumer behavior, particularly in the Ready-To-Wear industry in Valencia City. Consumers stand to gain from improved shopping experiences and better product offerings tailored to their preferences. Businesses and resellers can leverage to there insights to refine their marketing strategies, enhance product development, and increase profitability. Furthermore, this study contributes to the academic literature, providing a foundation for future research in this field.

The Moderating Role of Technological Knowledge in the Relationship Between Perceived Sustainable Marketing and Intention to Agritourism

Agritourism is a key component of sustainable tourism, focusing on minimizing environmental impacts. This study evaluates how technological knowledge influences tourist behavior and intentions within agritourism, employing the Theory of Planned Behavior for a structured quantitative analysis. Data from 348 visitors to orchards, farms, and aquaculture sites in agritourism settings were analyzed using partial least squares structural equation modeling. Results show a significant impact of perceived environmental factors on attitudes, subjective norms, perceived behavioral control, and perceptions of sustainable marketing. Importantly, technological knowledge plays a vital moderating role in linking sustainable marketing perceptions to the intention to engage in agritourism. This research sheds light on the dynamic relationship between sustainable marketing, technological knowledge, and tourist behavior in agritourism, offering insights for businesses and policymakers to foster sustainable practices and enhance the appeal of agritourism experiences.

What variables predict stigmatizing attitudes toward people with mental disorders and their treatment in Filipinos and Americans?

In the United States, Asian Americans express greater stigma toward those with mental disorders and report lower rates of seeking mental health treatment than do White Americans. However, research on these topics in Filipino cultural groups, especially Filipinos living in the Philippines (i.e., Filipino nationals), is sparse. To support the design of interventions to decrease stigma and improve rates of seeking treatment, we assessed attitudes toward mental disorders and help-seeking in Filipinos. U.S. national (i.e., American) and Filipino national participants completed an online survey containing the Mental Illness Stigma Scale, a Theory of Planned Behavior questionnaire measuring attitudes toward seeking treatment, and queries regarding demographic and psychosocial factors. Filipinos expressed significantly more stigma regarding relationship disruption, interpersonal anxiety, and poor hygiene, alongside increased perceived subjective norms opposing seeking treatment and decreased perceived behavioral control over getting treatment if necessary. We ran a linear mixed effects regression on each nationality separately to identify relationships between stigma and psychosocial factors. For Filipinos, increased parental education predicted decreased perceived relationship disruption and interpersonal anxiety; urbanization was associated with greater trust in mental health professionals, and having a close relative with a disorder led to decreased belief in patient recoverability. For Americans, increased participant education predicted decreased interpersonal anxiety, increased perceived recoverability, and improved perceived behavioral control over getting treatment if necessary, and having a close relative with a disorder predicted improved perceived treatability. The results guide programs for decreasing stigma and increasing treatment-seeking behavior. Limitations, future research directions, and possible interventions are discussed.

Mothers' Intention for Measles-Rubella Vaccination at Bareng Primary Healthcare Center Malang

Background: Measles and rubella are infectious diseases caused by viruses. The average number of measles cases found in infancy to four years old was 1.125 cases (41.8%) in 2021, with 366 and 13 cases for East Java and Malang, respectively. To eliminate measles and rubella cases in 2023, the high coverage of measles and rubella (MR) vaccination must be met at least 95%. Since 2021, the Bareng Primary Healthcare Centre in Malang has shown the lowest MR vaccination, with 217 children vaccinated (33.23%).Method: This study used a quantitative research method with observational analysis and a cross-sectional study design with a sample size of 68 people. The sampling technique used was proportionate random sampling. Then, data were done through univariate and bivariate analyses using the Spearman rank correlation test.Results: Based on the univariate results, most respondents were aged 27 to 35 years (55.9%) with secondary education (Senior High School/Vocational School/Islamic Senior High School) (55.9%) and had no income (41.2%). Based on the results of the bivariate analysis, intention and attitude correlated (0.000) with subjective norm (0.000) and perceived control over behavior (0.000). Variables significantly related to mother’s intention in giving measles-rubella vaccination were attitude over behavior, subjective norm, and perception of control over behavior. It is expected that the result of this study could raise the mother's intention to participate in counseling and socialization by providing accurate information about the MR vaccination.

Effectiveness of two educational interventions based on the theory of planned behavior on oral cancer self-examination in adults: a randomized controlled trial.

The theory of planned behavior (TPB) is recognized as an effective theory for behavior change. The aim of the present study was to investigate the impact of two TPB-based educational interventions on oral self-examination (OSE) behavior and the related TPB constructs among adults in Tehran, Iran, in 2022. This randomized controlled trial involved 400 healthy individuals recruited from 20 urban comprehensive health centers in the southern part of Tehran, Iran. The health centers were randomly assigned to two control (PowerPoint) and intervention (WhatsApp) groups (200 individuals in each group). In the control group (the recipient of the routine care), participants received a 20-minute lecture through a PowerPoint presentation and a pamphlet. In the intervention group (the recipient of an additional intervention alongside the routine care), participants were educated through messages and images on WhatsApp along with having monthly group discussions. Data was collected at baseline, as well as at 1- and 3-month follow-ups using a structured questionnaire. The outcomes assessed included OSE behavior and the related TPB constructs: intention, attitude, subjective norm, and perceived behavioral control. Linear and logistic generalized estimating equations (GEE) regression models were used to evaluate the impact of the interventions with STATA version 17. Of the total participants, 151 (37.75%) were men. The mean ± standard deviation (SD) of ages in the PowerPoint and WhatsApp groups were 39.89 ± 13.72 and 39.45 ± 13.90, respectively. OSE and the related TPB constructs showed significant differences between the groups at the 1-month post-intervention assessment. The effect of PowerPoint was more significant in the short-term (one month), while both methods showed similar effectiveness after three months, specifically in relation to OSE and the TPB constructs. At the 3-month post-intervention assessment, there were significant increases in OSE (OR = 28.63), intention (β = 1.47), attitude (β = 0.66), subjective norm (β = 2.82), and perceived behavioral control (β = 1.19) in both groups (p < 0.001). The present study provides evidence of the effectiveness of both educational interventions in improving OSE and the TPB constructs after three months. Therefore, both TPB-based educational methods can be recommended for designing and implementing interventions aimed at preventing oral cancer. The trial protocol was registered in the Iranian Registry of Clinical Trials (IRCT) on 04/03/2022 (registration number: IRCT20220221054086N1).

The Role of Consumer Green Assurance in Strengthening the Influence of Purchase Intentions on Organic Vegetable Purchasing Behavior: Theory of Planned Behavior Approach

This research aims to predict organic vegetable purchasing behavior by testing the three predictors in the Theory of Planned Behavior (TPB) which include attitudes (ATT), subjective norms (SN), and perceived behavioral control (PBC), as well as using consumer green assurance (CGA) to fill the gap that occurs in purchasing intentions (PI) and PBC towards purchasing behavior (PB). The population in this study are organic vegetable consumers spread across the Jakarta area. Data collection from 242 respondents was carried out using the purposive sampling method. Data processing uses PLS-SEM with the help of SmartPLS 4.0. The research results show that ATT and PBC directly influence PI, while SN does not affect PI. Furthermore, PI and PBC directly influence PB. CGA, as moderation, strengthens the influence of PI and PBC on PB. Theoretical contribution of this research is NS is not always a strong predictor of Intention to carry out a specific behavior. The presence of CGA in the TPB model can fill the gap between intentions and actual conduct. The implication results of this study indicate that it is necessary to carry out outreach efforts about the health and environmental benefits of consuming organic vegetables to increase subjective norms in society. Respondents’ understanding of the term organic is different from one another, so there are differences in perception in assessing organic vegetables.

Fintech Acceptance Among MSMEs: A Post-Covid 19 Response

The primary objective of this research is to assess the determinants influencing the adoption of Fintech among MSMEs in Medan City, focusing on MSMEs following the post-pandemic period. This study used an online survey among 156 MSMEs in Medan City. This research uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) approach to analyze the conceptual model, utilizing the SmartPLS version 3 analysis tool. The study's results found that perceived ease of use and subjective norms influence the perceived usefulness of Medan City MSME actors in using Fintech. Overall, the results of this study indicate that perceived ease of use, perceived usefulness, subjective norms, and feeling of safety have a positive and significant effect on the usage of Fintech among MSME actors in Medan City. The results of this study also provide practical implications for using Fintech for MSMEs in Medan City in the new normal era (after the COVID-19 pandemic).

Consumers’ willingness to pay in socially sustainable restaurants: an application of the decent work scale

PurposeRestaurant and foodservice workers who were formally “essential” throughout the global pandemic were disproportionately subjected to layoffs and furloughs, and are now slowly returning to the industry with expectations of equitable pay and benefits. Given the recent acceleration of the UN’s Sustainability Development Goals and its focus on decent work, the purpose of this study was to determine if restaurant consumers would be willing to pay for decent work that supported the social sustainability of restaurant workers.Design/methodology/approachData were collected from 317 restaurant consumers during August 2023. Confirmatory factor analysis was used to validate the Decent Work Scale adapted for consumers. Structural equation modeling was employed to test the full behavioral model of decent work predicting willingness to pay, while bootstrapping was used to test the mediation.FindingsThe adapted Decent Work Scale for consumers strongly predicted their willingness to pay through a full mediation of Theory of Planned Behavior constructs (attitude, subjective norm, perceived behavioral control).Originality/valueThis study demonstrated that restaurant consumers were willing to pay for the decent work and social sustainability of restaurant workers. This study validated an adapted Decent Work Scale in the consumer context, whereas prior research utilizing the scale was of worker self-reports of decent work.

Effect of Eco-Friendly Perceptions on Behaviour of Guests in Eco-Rated Camps at the Maasai Mara National Reserve, Kenya

In the current era where environmental degradation is alarming, hospitality enterprises have picked up pace and put greater effort in finding practical solutions to the problem. In this regard, the main driver of environmental conservation is stakeholders’ support, especially that of clientele. However, effectiveness of ecological measures mainly depends on favourability of hotel guests’ perceptions towards the initiatives. Drawing on the Theory of Planned Behaviour, this study sought to establish the effect of eco-friendly perceptions on behaviour of guests in eco-rated camps at the Maasai Mara National Reserve in Kenya. The philosophical position of the study was pragmatism with an embedded mixed methods research design. The study population comprised of 44 eco-rated camp managers and 208, 620 visitors to the Maasai Mara National Reserve. Purposive sampling technique was used to select 10 managers and 399 hotel guests were selected using clustered, stratified, and proportionate random sampling techniques. Quantitative data was analysed using descriptive statistics while, inferential statistics were derived from Structural Equation Modelling (SEM) based on the Partial Least Squares technique (PLS). Qualitative data was analysed using narrative analysis. The results showed that perceived behavioural consequences and perceived behavioural control had significant effect on eco-friendly behaviour of guests β=0.0317, p = 0.005 &lt;0.05 and β=0.289, p = 0.001 &lt;0.05, respectively. However, perceived subjective norms had no significant effect on eco-friendly behaviour of guests β=0.008, p = 0.36 &gt;0.05. The study recommends environmental protection campaigns that strengthen favourable behavioural and control beliefs as well as a better understanding perceived subjective norms and precise socio-cultural contexts in order to augment the most compelling practices. Future research approaches could narrow the sampling frames and test the predictive role of normative beliefs in a specified socio-cultural setting