Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study on the Causal Relationships among Consumer's Affective Belief, Environmental Belief, Subjective Norm, Attitude and Meat Consumption Behavior

소비자의 감정적 신념, 환경적 신념, 주관적 규범, 태도와 육류 소비행동의 인과관계에 관한 연구

  • Published : 2007.10.31
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Abstract

The purpose of this study was to measure the causal relationships among affective belief, environmental belief, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal relationships among the constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The effects of affective belief, environmental belief and subjective norm on attitude were statistically significant. The effects of affective belief, environmental belief and subjective norm on meat consumption were statistically significant. As expected, attitude had a significant effects on behavioral intention. Moreover, attitude played a mediating role in the relationship between affective belief and meat consumption, environmental belief and meat consumption, subjective norm and meat consumption. Consumption played a mediating role in the relationship between attitude and behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among affective belief, environmental belief, subjective norm, attitude, meat consumption and intention. It should be noted that the original model was modified and should, preferably, be validated in future research. Other variables may be incorporated to form models that consist of new antecedent and consequence pairs.

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References

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