Investigating the Effect of Planned Behavior Model Dimensions on the Intention of Local Food Purchase (Case: Honey Product)

Document Type : Research Paper


1 Tarbiat Modares UniversityPh.D., Department of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

2 MSc., Department of EMBA, Alborz University, Qazvin, Iran


Although the demand for local food is increasing, there is little research on the preferences of local food consumption in developing countries. In addition, the behavior of local food consumers has not been well understood in these countries. Therefore, this study aims to investigate the factors affecting the intention to purchase local food. In this research, a model of planned behavior was used as the theoretical framework. Moreover, the scientific literature suggests that other peripheral factors can be added to the main model of planned behavior. Therefore, the variables of ethnicity, self-transformation and price sensitivity were added as moderators to the main model. This research particularly examines the factors affecting the intention to buy local honey in Qazvin.
The present descriptive (analytical study type) survey research is applied in nature. The population of the research consists of all the citizens of Qazvin. The target sample size was calculated 384 according to the Cochrane formula. In this study, a standard questionnaire with the Likert scale of seven was used. To assess the fitting of the research model, the coefficient of determination (R2) and predictive power factor (Q2) were used. In order to determine the effect of moderating variables, with the help of Smart PLS, a multiplicative approach has been used and to determine the modulatory effect, the effect scale indicator was utilized.
In this research, the effect of attitude on the intention to buy local food; the effect of mental norms on consumer’s intention to buy; the influence of controlled perceived behavior on consumer’s intention to buy; and the effect of the price sensitivity moderating role on the relationship between attitude and intention to buy were all approved. However, the effect of ethnicity moderating role on the relationship between mental norm and intention to buy; the effect of self-reliant moderating role on the relationship between controlled perceived behavior and intention to buy; the effect of the price sensitivity moderating role on the relationship between mental norm and intention to buy and finally the effect of price sensitivity moderating role on the relationship between controlled perceived behavior and intention to buy were not confirmed.
The higher the attitude of local food consumers, the more their intention to buy will be. The research findings showed that consumers consider local honey as healthy, high quality, delicious and confident; therefore, producers, marketers and retailers can pay more attention to these benefits in advertising. Reference groups such as family members and friends can be influential on consumers’ mental norms. Therefore, some marketing plans are needed to target such groups of people. Lack of access is considered as one of the main obstacles. Therefore, local honey producers and sellers need to take some steps to reduce this barrier including participating in seasonal exhibitions and placing the address of local honey supply stores at the disposal of consumers. For consumers who are highly sensitive to price, the likelihood of local food purchases will increase with a higher positive attitude. Conversely, when price sensitivity is low it is only consumers’ attitudes that are a guide to buying. Therefore, local producers and marketers and local honey sellers should make good use of this group of consumers. Given the fact that Iran is a developing country and the quality of honey is important for the consumers, the effect of the moderation role of ethnicity has diminished. The findings of this study have also indicated that access is an important criterion for consumers. Accordingly, considering the importance of availability and other criteria, the impact of the aggregation characteristics of consumers has decreased. Social pressures have not made the price-conscious consumers unwilling to pay more for local honey. By the way, the tendency to pay higher prices has reduced the sensitivity of consumer toward prices.


Main Subjects

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