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What is Extension of Theory of Planned Behavior (TPB)

Chapter 4
Handbook of Research on Emerging Business Models and the New World Economic Order
Building upon the TPB which suggests that an individual's intention to perform a given behavior is a function of his or her attitude toward performing the behavior, their beliefs regarding what others think they should do, and their perception of the difficulty or ease in performing that behavior.
Published in Chapter:
Impact of COVID-19 on Food Consumption and Marketing: A Behavioral Model Perspective
Suja Ravindran Nair (Educe Micro Research, Bengaluru, India)
Copyright: © 2022 |Pages: 20
DOI: 10.4018/978-1-7998-7689-2.ch004
Abstract
COVID-19 has greatly disrupted lives and affected buying behavior of individuals. Countries were forced to impose lockdowns, alongside the practices of wearing masks, social distancing and hygiene have become the ‘new normal'. This situation forced consumers to re-work shopping habits, modify food patterns, develop healthy eating and online shopping behavior. With multiple waves of COVID-19 engulfing countries, pandemic effects are here to stay, suggesting food marketers explore the continuity of healthy food consumption with futuristic behavioral intention. For this purpose, this study uses a behavioral model perspective built upon the theory of planned behavior. A general review of the literature on food choice behavior is used. The literature review shows an integrated framework indicating linkages between the antecedents, consumers' behaviors, and behavior intentions/consequences from a sustainable behavioral model perspective.
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