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What is Subjective Norms and Green Food Intentions about?

This article examines the influence of subjective norms on the intention to purchase green food, based on a study involving 411 primary shoppers in Southeast Europe. It identifies a significant positive relationship between purchasing intention and attitudes, perceived behavioral control, and both social and descriptive norms, thereby enhancing the theory of planned behavior. The findings suggest that incorporating both types of norms improves the predictive power of the model and highlights the distinct me

Author

Nurfadhilah Simamora

Language

EN