title: The role of norms in explaining attitudes, intention and consumption of a common food (fish) in Vietnam.
abstract: The purpose of this study is to apply the conceptual framework of the theory of planned behavior (TPB) to explain the consumption of a common food (fish) in Vietnam. We seek to understand the role of norms in explaining intention to consume, and descriptive norms is included as extensions of traditional constructs such as attitude, social norms, and perceived behavioral control. The data were derived from a cross-sectional sample of 612 consumers. Structural equation modeling was applied to test the relationships between constructs, and evaluate the reliability and the validity of the constructs. The results indicate that the models fit well with the data. Attitude, social norms, descriptive norms and behavioral control all had significantly positive effect on behavioral intention. Finally, both intention and perceived behavioral control were highly associated with the frequency of consumption of the common food investigated.
authors.affiliation: Economics Faculty, University of Nhatrang, N-02 Nguyen Dinh Chieu, Nhatrang, Viet Nam. tuu_hohuy@yahoo.com
authors.forename: Ho Huy
authors.initials: HH
authors.lastname: Tuu
authors.forename: Svein Ottar
authors.initials: SO
authors.lastname: Olsen
authors.forename: Duong Tri
authors.initials: DT
authors.lastname: Thao
authors.forename: Nguyen Thi Kim
authors.initials: NT
authors.lastname: Anh
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D001294:Attitude to Health; D002755:Choice Behavior; D003430:Cross-Sectional Studies; D004032:Diet / Q000523:psychology* / Q000592:standards; D004034:Diet Surveys; D005247:Feeding Behavior / Q000523:psychology*; D005260:Female; D005518:Food Preferences; D058870:Food, Organic; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D033182:Intention; D008297:Male; D008875:Middle Aged; D017747:Seafood; D014744:Vietnam; D055815:Young Adult