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Predicting consumers' intention to consume ready-to-eat meals. The role of moral attitude

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Olsen, Nina Veflen ; Sijtsema, Siet J ; Hall, Gunnar. / Predicting consumers' intention to consume ready-to-eat meals. The role of moral attitude. In: Appetite. 2010 ; Vol. 55, No. 3. pp. 534-9.

Bibtex

@article{1e6749b5bcd14fd1a1be2a4565dc5b4f,
title = "Predicting consumers' intention to consume ready-to-eat meals. The role of moral attitude",
abstract = "This study investigates the usefulness of integrating moral attitude into the Theory of Planned Behavior (TPB) model when predicting intention to consume ready-to-eat (RTE) meals. Questionnaire data were gathered in three countries: Norway (N = 112), The Netherlands (N = 99), and Finland (N = 134) in spring 2009. A stepwise hierarchical regression was conducted, and the analyses showed that moral attitude is an important predictor of RTE-meal consumption. The feeling of moral obligation, operationalised as a negative feeling of guilt, had a negative effect on peoples' intention to consume ready meals in all the three countries tested, and the explained variance (R²) for TPB increased when moral was added as an explanatory factor. However, although the test showed significant results for the effect of attitude towards behavior and moral in all countries, non-significant results were observed for the effect of subjective norm in both The Netherlands and Norway when moral attitude was included to the TPB-model, indicating cultural differences in the social pressure towards ready meal consumption.",
keywords = "Adult, Aged, Attitude, Consumer Satisfaction, Cross-Cultural Comparison, Fast Foods, Female, Finland, Food Preferences, Guilt, Health Behavior, Humans, Intention, Male, Middle Aged, Morals, Netherlands, Norway, Questionnaires, Regression Analysis, Young Adult",
author = "Olsen, {Nina Veflen} and Sijtsema, {Siet J} and Gunnar Hall",
note = "Copyright {\circledC} 2010 Elsevier Ltd. All rights reserved.",
year = "2010",
month = "12",
day = "1",
doi = "10.1016/j.appet.2010.08.016",
language = "English",
volume = "55",
pages = "534--9",
journal = "Appetite",
issn = "0195-6663",
publisher = "Elsevier BV",
number = "3",

}

RIS

TY - JOUR

T1 - Predicting consumers' intention to consume ready-to-eat meals. The role of moral attitude

AU - Olsen, Nina Veflen

AU - Sijtsema, Siet J

AU - Hall, Gunnar

N1 - Copyright © 2010 Elsevier Ltd. All rights reserved.

PY - 2010/12/1

Y1 - 2010/12/1

N2 - This study investigates the usefulness of integrating moral attitude into the Theory of Planned Behavior (TPB) model when predicting intention to consume ready-to-eat (RTE) meals. Questionnaire data were gathered in three countries: Norway (N = 112), The Netherlands (N = 99), and Finland (N = 134) in spring 2009. A stepwise hierarchical regression was conducted, and the analyses showed that moral attitude is an important predictor of RTE-meal consumption. The feeling of moral obligation, operationalised as a negative feeling of guilt, had a negative effect on peoples' intention to consume ready meals in all the three countries tested, and the explained variance (R²) for TPB increased when moral was added as an explanatory factor. However, although the test showed significant results for the effect of attitude towards behavior and moral in all countries, non-significant results were observed for the effect of subjective norm in both The Netherlands and Norway when moral attitude was included to the TPB-model, indicating cultural differences in the social pressure towards ready meal consumption.

AB - This study investigates the usefulness of integrating moral attitude into the Theory of Planned Behavior (TPB) model when predicting intention to consume ready-to-eat (RTE) meals. Questionnaire data were gathered in three countries: Norway (N = 112), The Netherlands (N = 99), and Finland (N = 134) in spring 2009. A stepwise hierarchical regression was conducted, and the analyses showed that moral attitude is an important predictor of RTE-meal consumption. The feeling of moral obligation, operationalised as a negative feeling of guilt, had a negative effect on peoples' intention to consume ready meals in all the three countries tested, and the explained variance (R²) for TPB increased when moral was added as an explanatory factor. However, although the test showed significant results for the effect of attitude towards behavior and moral in all countries, non-significant results were observed for the effect of subjective norm in both The Netherlands and Norway when moral attitude was included to the TPB-model, indicating cultural differences in the social pressure towards ready meal consumption.

KW - Adult

KW - Aged

KW - Attitude

KW - Consumer Satisfaction

KW - Cross-Cultural Comparison

KW - Fast Foods

KW - Female

KW - Finland

KW - Food Preferences

KW - Guilt

KW - Health Behavior

KW - Humans

KW - Intention

KW - Male

KW - Middle Aged

KW - Morals

KW - Netherlands

KW - Norway

KW - Questionnaires

KW - Regression Analysis

KW - Young Adult

U2 - 10.1016/j.appet.2010.08.016

DO - 10.1016/j.appet.2010.08.016

M3 - Journal article

VL - 55

SP - 534

EP - 539

JO - Appetite

JF - Appetite

SN - 0195-6663

IS - 3

ER -

ID: 32705671