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The theory of reasoned action and food choice: insights from a transitional economy

, : The theory of reasoned action and food choice: insights from a transitional economy. Journal of International Food and Agribusiness Marketing 16(1): 59-87

This article draws upon a consumer survey (with 485 respondents) carried out in Romania to explore determinants of food choice. A modified version of the theory of reasoned action was developed. This included attitude toward intention, habit and food preference as independent variables. Structural equation modelling showed a significant positive influence of all variables. Similar to other studies conducted in European Union countries, habit outweighed the other variables.


DOI: 10.1300/J047v16n01_05

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