Comparison on Predicting Power of the Theory of Planned Behavior and Health Beliefs Model in Assessing Students Intention toward use of Organic Foods

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YAZDANPANAH MASOUD; HASHEMINEZHAD AZAR

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Journal: Iranian Journal of Agricultural Economics and Development Research Year:2016 | Volume:46-2 | Issue:4 Page(s): 817-831

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Title

Comparison on Predicting Power of the Theory of Planned Behavior and Health Beliefs Model in Assessing Students Intention toward use of Organic Foods

Author(s)

YAZDANPANAH MASOUD | HASHEMINEZHAD AZAR | Issue Writer Certificate

Keywords

Organic ProductQ1

Theory of Planned BehaviourQ2

Health Belief ModelQ2

studentsQ2

Abstract

Organic foods with their specific health benefits can offer a new way of thinking about the relationships between food, health and nature in life. So, it is important to understand consumer decision-making with respect to organically produced foods and to seek strategies about how consumption of these foods can be promoted. Therefore, the aim of this study is to investigate students behavioral intentions toward consuming organic food. To achieve this goal the theory of planned behavior and health beliefs model were used. The questionnaires face validity was confirmed by a panel of faculty members of Ramin University and its reliability was investigated using coefficient (Cronbachs) alpha. All scales indicated a good-toexcellent reliability, generally 0. 6 to 0. 9. Structural Equation modeling showed that in the theory of planned behavior, moral norm, attitudes, selfidentity could predict 65% variances of student willingness to use organic food. According to health beliefs model, variables such as benefits and general health orientation could predict about 37% of variance of student willingness to use organic foods. The results of this study revealed that although both theory had a valuable potential to predict students intention however, the predict power of the theory of planned behavior had higher than health beliefs model. From the policy making view, the present study provides a justification for using constructs of these models in policy and decision making, that intend to encourage students to consume organic foods.

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APA: Copy

YAZDANPANAH, MASOUD, & HASHEMINEZHAD, AZAR. (2016). Comparison on Predicting Power of the Theory of Planned Behavior and Health Beliefs Model in Assessing Students? Intention toward use of Organic Foods. IRANIAN JOURNAL OF AGRICUTURAL ECONOMICS AND DEVELOPMENT RESEARCH, 46-2(4 ), 817-831. SID. https://sid.ir/paper/146462/en

Vancouver: Copy

YAZDANPANAH MASOUD, HASHEMINEZHAD AZAR. Comparison on Predicting Power of the Theory of Planned Behavior and Health Beliefs Model in Assessing Students? Intention toward use of Organic Foods. IRANIAN JOURNAL OF AGRICUTURAL ECONOMICS AND DEVELOPMENT RESEARCH[Internet]. 2016;46-2(4 ):817-831. Available from: https://sid.ir/paper/146462/en

IEEE: Copy

MASOUD YAZDANPANAH, and AZAR HASHEMINEZHAD, “Comparison on Predicting Power of the Theory of Planned Behavior and Health Beliefs Model in Assessing Students? Intention toward use of Organic Foods,” IRANIAN JOURNAL OF AGRICUTURAL ECONOMICS AND DEVELOPMENT RESEARCH, vol. 46-2, no. 4 , pp. 817–831, 2016, [Online]. Available: https://sid.ir/paper/146462/en

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