... an alternative model to address the before-mentioned gaps identified in our critical analysis. The alternative model captures the relationships between the 12 domains of the COM-B model constructs, psychological discomfort and consumer dietary types in the PB/MR foods setting. Practical implications...

... (n = 591). Correlation testing and multiple linear regression were used to identify factors that may influence consumers' willingness to purchase PBMA by applying the COM-B model; which refers to Capability (C), opportunity (O), and motivation (M) as three key factors capable of changing behaviour (B...