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Keywords: Theory of planned behavior
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (3): 256–280.
Published: 07 October 2025
...Guido Grunwald; Ali Kara; Deniz Zeren Purpose Despite the many challenges Fair Trade ( FT ) faces, it has shown steady market growth and consumer attention in developed markets, yet it remains relatively unknown in emerging markets. Drawing on the Theory of Planned Behavior ( TPB ), the Value...
Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (6): 669–685.
Published: 06 October 2023
...Haiyan Huo; Fauziah Sh. Ahmad; Bryan Teoh Purpose This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior (TPB) model is adopted as the underlying theory to explore...
Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2019) 20 (4): 246–263.
Published: 19 July 2019
.../methodology/approach In this research, a conceptual framework is proposed integrating the theory of planned behavior (TPB) model with an important consumer value, materialism. To test the research model and hypotheses, a survey of a sample of 245 young adults (under 25 years old) was conducted in Hanoi...
