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Keywords: Perceived behavior control
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Journal Articles
Journal of Asia Business Studies (2020) 14 (5): 599–620.
Published: 17 April 2020
...) as the underlying basis, it attempts to explain the effect of attitude, subjective norms and the perceived behaviour control (PBC) on buying intention towards organic food among respondents in Delhi-National capital region, India. Additionally, it attempts to discriminate functional and constructive attitudes...

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