Articlegold2012

The Application of Planned Behavior Theory to Predict the Consumption of Processed Body-Shaping Milk

Suci Paramitasari Syahlani · Fransiskus Trisakti Haryadi

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Behavioral Health and Interventions Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

The research aims were to identify the influence of attitude, subjective norms and perceived behavioral control on intention to buy, and effect of intention to buy and perceive behavioral control over buying behavior on processed body-shapping milk which added by supplement for body shaping. Research was conducted in Sleman Regency and design used was survey. Sampling was taken by using judgmental sampling method with criteria that were female, aged 18-25 yr old and was categorized as normal to overweight appearance. Respondents used were 100 undergraduate female students. Questionnaire was used as an instrument in order for data collecting to measure research variable that had been tested on validity and reliability. Analyses used were single and multiple linier regression. The results showed that only attitude and perceived behavioral control influenced (P < = 0.05) intention to buy in normal-weight group, while in over-weight group attitude, subjective norm and perceived behavioral control affected (P < = 0.001) attitude. Then, attitude and perceived behavioral control influenced buying behavior significantly both in normal and overweight. Therefore, it can be concluded that prediction capability of planned behavior theory are better when product relevancy to respondents was closed.

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References

2000Body Image, Mood, and Televised Images of Attractiveness: The Role of Social Comparison 2003Explaining fruit and vegetable consumption: the theory of planned behaviour and misconception of personal intake levels 2006Exposure to Sexually Objectifying Media and Body Self-Perceptions among College Women: An Examination of the Selective Exposure Hypothesis and the Role of Moderating Variables 2003Applying the Theory of Planned Behavior to Predict Dairy Product Consumption by Older Adults 2001Satisfaction with Body Image and Peer Relationships for Males and Females in a College Environment 2008The role of norms in explaining attitudes, intention and consumption of a common food (fish) in Vietnam 2004Applying the Theory of Planned Behavior to Women's Behavioral Attitudes on and Consumption of Soy Products 2002The Relative Influence of Attitudes and Subjective Norms from Childhood to Adolescence: Between-Participant and Within-Participant Analyses

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