Attitude, subjective norms, and perceived behavior control toward intention of whole wheat bread consumption

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Pancawardani, Popy (2023) Attitude, subjective norms, and perceived behavior control toward intention of whole wheat bread consumption. Graduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

The number of populations classified as overweight and obese has increased. It has increased the demand for diet programs designed to encounter the problem of being overweight and obese. Consuming whole-wheat bread is one of the ways to manage human weight. However, consumer preference for refined bread is frequently cited as a reason for the relatively low consumption of whole-wheat bread. The aim of the study is to examine the effects of attitude, subjective norms and perceived behavior control on the intention of whole-wheat bread consumption as well as the ability of nutrition knowledge to moderate the relationship. Using the purposive sampling method, 147 respondents were obtained who were residents in Greater Jakarta with an age range of 30-60 years old. Through the theory planned behavior approach and using Smart PLS statistical analysis, It is obtained that attitude gives a positive and siginificant effect to intention of whole-wheat bread consumption with the category strong effect, subjective norms give a positive and significant effect to intention of whole-wheat bread consumption to the category weak effect, and perceived behavior control gives a positive and significant effect to intention of whole-wheat bread consumption on the category medium effect. While nutrition knowledge doesn't significantly moderate the effect of attitude, subjective norms and perceived behavior control on intention of whole-wheat bread consumption. The result of the study can contribute to the bread industries, boutique bakeries and bakery ingredient manufacturers to discuss and design strategies to improve the intention of whole-wheat bread consumption.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 21 Dec 2023 04:35
Last Modified: 21 Dec 2023 04:35
URI: http://repository.ipmi.ac.id/id/eprint/2327

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