An implementation of an extended theory of planned behavior to investigate consumer behavior on hygiene sanitation-certified livestock food products

Abstract

Consumer acceptance of food safety has an important role in the success of hygiene sanitation standards with certification of veterinary control number (Nomor Kontrol Veteriner, hereinafter NKV) implementation for livestock-based food products. This study was conducted by applying the extended theory of planned behavior (TPB) to analyze the influence of attitudes toward NKV-certified food products, subjective norms (SN), perceived behavioral control (PBC), intention to buy, buying decision of NKV-certified food products, and knowledge. This study was conducted using a survey design, and data were collected from June to August 2023. Respondents were determined by a purposive sampling method. Data were collected using an online questionnaire and were analyzed with structural equation modeling-partial least squares software. The results showed that attitude toward NKV-certified food products, SN, and PBC influenced the intention to buy NKV-certified food products with β values of 0.377, 0.223, and 0.235, respectively. Then, PBC and intention to buy affected NKV-certified food product purchasing behavior with β = 0.304 and 0.340. Furthermore, knowledge affected attitude with β = 0.828 and purchasing behavior of NKV-certified food products β = 0.315 but did not significantly influence the intention to buy. This research implied that the intervention knowledge variable in TPB is valuable in predicting NKV-certified food product purchasing behavior. Continuous consumer education needs to be carried out by the government and other stakeholders in the food industry, in line with the NKV certification policy.

Keywords

• certified food products
• attitude
• subjective norms
• perceived behavioral control
• knowledge
• purchasing behavior