Understanding online purchase intention of plant-based foods: Exploring causal factors and moderating role of self-efficacy within the SOR theory
Issued Date
2024-05-30
Resource Type
ISSN
24058440
Scopus ID
2-s2.0-85192464643
Journal Title
Heliyon
Volume
10
Issue
10
Rights Holder(s)
SCOPUS
Bibliographic Citation
Heliyon Vol.10 No.10 (2024)
Suggested Citation
Teangsompong T., Sawangproh W. Understanding online purchase intention of plant-based foods: Exploring causal factors and moderating role of self-efficacy within the SOR theory. Heliyon Vol.10 No.10 (2024). doi:10.1016/j.heliyon.2024.e30785 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/98349
Title
Understanding online purchase intention of plant-based foods: Exploring causal factors and moderating role of self-efficacy within the SOR theory
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Author's Affiliation
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Abstract
This research explored Thai consumers' online purchase intention for plant-based foods (PBFs), investigating factors shaping this intention and the impact of self-efficacy. Conducting surveys on 402 individuals from Bangkok, Thailand, the study employed structural equation modelling (SEM) to analyse relationships among consumer identity, online brand trust, social influence, perceived value, and self-efficacy concerning online purchase intention. Findings revealed significant influences of consumer identity, online brand trust, social influence, and perceived value on online purchase intention, with online brand trust having the most significant direct effect. Additionally, self-efficacy moderated the impact of these factors on online purchase intention. The study's contribution lies in highlighting the role of online brand trust and self-efficacy levels in shaping consumer behaviour, which is crucial for promoting sustainable dietary choices and improving well-being through digital marketing strategies.