Applying the Theory of Planned Behavior: Exploring How Attention to Social Media Influences Individuals’ Intention to Purchase Green Agricultural Products in China

Ke Liu

doi:10.2991/978-94-6463-642-0_7

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Applying the Theory of Planned Behavior: Exploring How Attention to Social Media Influences Individuals’ Intention to Purchase Green Agricultural Products in China

Authors

Ke Liu¹^{, *}

¹College of Economics and Management, China Agricultural University, Beijing, 100091, China

^*Corresponding author. Email: liuke@cau.edu.cn

Corresponding Author

Ke Liu

Available Online 24 January 2025.

DOI: 10.2991/978-94-6463-642-0_7 How to use a DOI?
Keywords: the theory of planned behavior; attention to social media; green agricultural products
Abstract: By applying the theory of planned behavior (TPB), this study explored how attention to social media influences individuals’ intention to purchase green agricultural products via cognitive attitude, affective attitude, subjective norms, and perceived behavioral control. In addition, this study extended the theory of planned behavior by explicating attitude variables into two facets—cognitive attitude and affective attitude. Our study collected data from 304 participants in China by using a professional survey platform (Sojump), and the study found that attention to social media positively influenced with cognitive attitude and subjective norms, which, in turn, stimulated individuals’ intention to purchase green agricultural products. However, social media attention did not significantly influence affective attitude and perceived behavioral control. This study provided suggestions for campaign designers on how to arouse individuals to purchase green agricultural products.
Copyright: © 2025 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of 2024 6th International Conference on Economic Management and Cultural Industry (ICEMCI 2024)
Series: Advances in Economics, Business and Management Research
Publication Date: 24 January 2025
ISBN: 978-94-6463-642-0
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-642-0_7 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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ris enw bib

TY  - CONF
AU  - Ke Liu
PY  - 2025
DA  - 2025/01/24
TI  - Applying the Theory of Planned Behavior: Exploring How Attention to Social Media Influences Individuals’ Intention to Purchase Green Agricultural Products in China
BT  - Proceedings of 2024 6th International Conference on Economic Management and Cultural Industry (ICEMCI 2024)
PB  - Atlantis Press
SP  - 67
EP  - 77
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-642-0_7
DO  - 10.2991/978-94-6463-642-0_7
ID  - Liu2025
ER  -

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