THEORY OF PLANNED BEHAVIOR WITH A SOCIAL MARKETING MODEL FOR CONSUMER BEHAVIOR CHANGE IN THE REPUBLIC OF NORTH MACEDONIA
Keywords:
Social marketing, consumers, strategies, behaviourAbstract
One of the most widely used socio-psychological frameworks for forecasting and comprehending human behavior is the theory of planned behavior. The theory of reasoned action, which holds that most human behavior is controlled by free will, served as the foundation for its development. The idea of reasoned action was expanded to include a new element known as perceived behavioral control because volition does not fully explain all human behavior. Icek Ajzen put forth the theory of planned behavior in 1985. The purpose of the individual to carry out a specific behavior is the main idea behind the theory of planned behavior. The research that is currently accessible indicates that more instances of ecological goods also make use of the theory of planned behavior. Apart from attitude, subjective norm and perceived behavioural control, as basic variables of the theory of planned behaviour, additional variables can be included in the basic model in order to contribute to the explanation of the research problem. The theory of planned behavior was first developed, and since then, it has grown to be one of the most popular and significant models for forecasting social behavior in people. It highlights how social pressure, a sense of control, and individual views all influence how people behave. As was previously demonstrated, the notion of planned behavior has been used to explain a variety of behavioral patterns. The TPO model with standard variables was supplemented by extended models that included extra variables and "truncated" models that removed parts of the standard variables. The TPO model with standard variables states that perceived behavioral control, attitude, and subjective norm are the three factors that determine behavioral intention. Perceived behavioral control and behavioral intention are often behavioral predictors. The substantial influence of the independent on the dependent variables of the TPO (Theory of Planned Behavior) model has been substantiated by numerous prior research that used the theory of planned behavior to the setting of organic food consumer behavior. In order to do this, the theory of planned behavior and behavioral intents of consumers of organic food items for personal advantage in the Republic of North Macedonia will be applied in this study.
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Chin, J. H., & Mansori, S. (2019). Social Marketing in Foods: A Review of Behavioural Change Models of Healthy Eating. Reference Module in Food Science. https://doi.org/10.1016/b978-0-08-100596-5.22654-1
Close, M. A., Lytle, L. A., Chen, D.-G., & Viera, A. J. (2018). Using the theory of planned behavior to explain intention to eat a healthful diet among Southeastern United States office workers. Nutrition & Food Science, 48(2), 365–374. https://doi.org/10.1108/nfs-06-2017-0123
Parashar, S., Singh, S., & Sood, G. (2023). Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude. Journal of Cleaner Production, 386(1), 135553. https://doi.org/10.1016/j.jclepro.2022.135553
Hansmann, R., Baur, I., & Binder, C. R. (2020). Increasing organic food consumption: An integrating model of drivers and barriers. Journal of Cleaner Production, 275, 123058. https://doi.org/10.1016/j.jclepro.2020.123058
Lee, N., & Kotler, P. (2020). Social marketing : behavior change for social good (6th ed.). Sage Publications.
Lokman DİNC, & HUANG, R. (2023). Organic dining behaviour in British restaurants. Journal of Multidisciplinary Academic Tourism :, 127–143. https://doi.org/10.31822/jomat.2024-9-2-127
Maichum, K., Parichatnon, S., & Peng, K.-C. (2016). Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers. Sustainability, 8(10), 1077. https://doi.org/10.3390/su8101077
Remenyi, D. (2022). Field Methods for Academic Research: Interviews, Focus Groups and Questionnaires in Business and Management Studies. UJ Press.
Rouhani-Tonekaboni, N., Seyedi-Andi, S. J., & Haghi, M. (2018). Factors Affecting Fast Food Consumption Behaviors of Female Students in North of Iran: Application of Theory of Planned Behavior. Caspian Journal of Health Research, 3(3), 75–79. https://doi.org/10.29252/cjhr.3.3.75
Urban, J., Zvěřinová, I., & Ščasný, M. (2012). What Motivates Czech Consumers to Buy Organic Food? Czech Sociological Review, 48(3), 509–536. https://doi.org/10.13060/00380288.2012.48.3.06
