The Theory of Planned Behavior and Antecedents of Attitude toward Bee Propolis Products Using a Structural Equation Model

Abstract

This work examines consumers’ perceptions of products containing bee propolis using the theory of planned behavior as a theoretical foundation. As antecedents of attitude, this work employs price fairness, healthiness, eco-friendliness, and ease of use. A survey was issued to participants who had experience using bee propolis products and who were recruited using the Clickworker platform service. In total, 305 valid observations were collected for analysis. This study used a maximum likelihood-based structural equation model to test the research hypotheses and find that price fairness, healthiness, eco-friendliness, and ease of use positively affected attitude. Moreover, the intention to use is positively impacted by attitude, subjective norms, and behavioral control. This research contributes to the literature by demonstrating the explanatory power of the theory of planned behavior with respect to bee propolis products.