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KMID : 0665420070220050582
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Korean Journal of Food Culture
2007 Volume.22 No. 5 p.582 ~ p.589
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Study on the Causal Relationships among Consumer’s Affective Belief, Environmental Belief, Subjective Norm, Attitude and Meat Consumption Behavior
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Kang Jong-Heon
Jeong Hang-Jin
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Abstract
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The purpose of this study was to measure the causal relationships among affective belief, environmental belief, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal relationships among the constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The effects of affective belief, environmental belief and subjective norm on attitude were statistically significant. The effects of affective belief, environmental belief and subjective norm on meat consumption were statistically significant. As expected, attitude had a significant effects on behavioral intention. Moreover, attitude played a mediating role in the relationship between affective belief and meat consumption, environmental belief and meat consumption, subjective norm and meat consumption. Consumption played a mediating role in the relationship between attitude and behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among affective belief, environmental belief, subjective norm, attitude, meat consumption and intention. It should be noted that the original model was modified and should, preferably, be validated in future research. Other variables may be incorporated to form models that consist of new antecedent and consequence pairs.
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KEYWORD
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affective belief, environmental belief, subjective norm, attitude, meat consumption frequency, intention to increase meat consumption
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