Buying intention of green food: combine theory of planned behaviour and health belief model

Abstract

The study develops a conceptual framework that combines the constructs of the theory of planned behaviour (TPB) and the health belief model (HBM) to elucidate the factors influencing buying intentions towards green food. The study employed convenience sampling, a non-probability sampling method, to gather primary responses from lecturers at a technical university in Ghana who regularly purchase green food. Questionnaires, designed based on TPB and HBM constructs, were distributed online to 171 respondents. Data analysis utilised partial least squares structural equation modelling to test the hypotheses derived from a comprehensive literature review. The analysis supported all seven direct effects on the constructs (attitudes, subjective norms, perceived threats, and perceived benefits). However, perceived barriers, cues to action, and perceived behavioural control were found to be insignificant.