Application of the Theory of Planned Behavior to Consumption of Chocolate: Cultural Differences Across Belgium and Poland

Abstract

The aim of this study is to analyse potential differences between Belgian and Polish consumers in intention to consume chocolate. The research procedure is based on the Theory of Planned Behaviour (TPB), which is a method applied in investigation of performance where a problem of incomplete volitional control exists. With regard to chocolate consumption, there are many studies showing craving or addiction. In this context, the chosen method seems adequate especially after two modifications. First is the inclusion of an affective component, which is analysed through the preference score and the taste index. A second modification lays in the addition of self-stated habit. The results are presented in cross-country and cross-segment designs due to the personality-related segments, which were found in previous research (Januszewska et al., 2000). In current research, the TPB model is only a part of the framework in which the affective, conative, and cognitive dimensions are jointly analysed. The proposed Cognition and Affection-Related Behavioural Intention (CARBI) model enables a comparison of the strength of influences between countries and subgroups in the total sample. Data evaluation by Pearson correlation, multiple regression and the analysis of variance, is implemented. Results show a clear difference in the perceived behavioural control, while the attitude component is a strong predicting variable for both countries. The subjective norms are important only within personality segments but not on the total sample. Preference for chocolate does not add to predictive power of consumer intentions in the cross-country design, in contrast to the self-stated habit. There is almost no impact of gender on perception of the CARBI components while the region of living and personality of respondents are considered as good predictor variables.

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