Conference proceeding
Understanding the antecedents of plant-based foods behavior - an exploratory study using COM-B model
A World Disrupted: Marketing’s Role in Understanding, Adapting and Transforming the Business Ecosystem, Vol.34, pp.421-433
AMA Summer Academic Conference (San Francisco, California, 31/07/2023–06/08/2023)
2023
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Abstract
The paper reports key findings of a pilot study testing an extended model based on the Capability, Opportunity, Motivation and Behavior model in the PB foods context using a sample of 108 respondents. The study findings show the overall model was statistically significant and explained 69% of the variance in behavior.
Details
- Title
- Understanding the antecedents of plant-based foods behavior - an exploratory study using COM-B model
- Creators
- Gurmeet Kaur Matharu - Southern Cross UniversityGolam Sorwar (Contributor) - Southern Cross University
- Publication Details
- A World Disrupted: Marketing’s Role in Understanding, Adapting and Transforming the Business Ecosystem, Vol.34, pp.421-433
- Conference
- AMA Summer Academic Conference (San Francisco, California, 31/07/2023–06/08/2023)
- Publisher
- American Marketing Association
- Identifiers
- 991013130813302368
- Copyright
- Copyright © 2023, American Marketing Association.
- Academic Unit
- Information Technology; Faculty of Business, Law and Arts; Faculty of Health
- Language
- English
- Resource Type
- Conference proceeding