Extending the theory of planned behavior to predict organic food adoption behavior and perceived consumer longevity in subsistence markets: A post-peak COVID-19 perspective

Dangaiso, Phillip

doi:10.1080/23311908.2023.2258677

Public

Extending the theory of planned behavior to predict organic food adoption behavior and perceived consumer longevity in subsistence markets: A post-peak COVID-19 perspective

Published in Cogent Psychology • Sep 21, 2023

Authors:

Phillip Dangaiso

Abstract

AbstractThe goal of sustainable marketing remains mainstreaming consumer behavior change towards better and healthier products. This study examined the nexus between organic food adoption behavior and perceived consumer longevity in a post-peak COVID-19 period in Zimbabwe. The proposed model is grou...

Subject

Theory of planned behavior

Structural equation modeling

Psychology

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