Export Intentions of Wineries

Abstract

The theory of reasoned action, initially proposed by Fishbein and Ajzen (1975) and Ajzen and Fishbein (1980), is one of the most widely used models that explains the relationship between attitudes, intentions and behaviour. The theory rests on the assumption that behaviour results from intentions, which in turn are the result of attitudes and subjective norms, the latter being a reflection of social norms (Beedell and Rehman 2000). Extending from this, the theory of planned behaviour (TPB), posited by Ajzen (1985, 1991), introduces perceived behavioural control or perceived ability to perform an action as additional factors to explain intentions. This theory, which focuses on the motives underlying decisions, may prove useful in exploring the internal determinants of export behaviour (Marshall et al. 2005; Sommer 2010;Sommer and Haug 2011). These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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