Applying an extended theory of planned behavior to sustainable food consumption

• Main Authors: Alam, S.S., Ahmad, M., Ho, Y.-H., Omar, N.A., Lin, C.-Y.
• Format: Article
• Published: MDPI 2020
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85093075172&doi=10.3390%2fsu12208394&partnerID=40&md5=d76874be4e75e96a4db84bbb2ea373ff; http://eprints.utp.edu.my/29901/

The objective of this research is to identify factors affecting sustainable food consumption behavior among Malaysians. An extension of the theory of planned behavior (TPB) is used as the framework of the study. Perceived value is also added to the framework to gain an understanding of consumer�s...