Green food buying intention using the constructs of the Norm Activation Model as moderators among tourists in Ghana

Resumo

This study investigates purchasing intentions within the framework of the theory of planned behaviour (TPB), extending its scope by incorporating additional dimensions: personal norms, awareness of consequences, and ascribed responsibility in the context of green foods. Data was collected from 456 tourists in Ghana through face-to-face interactions, using a cross-sectional and quantitative approach. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to assess the measurement model, test the hypotheses, and evaluate predictive relevance. The research reveals that attitudes toward green food (ATT), subjective norms of green food (SNN), number of children in a family (NCF), health benefits (HBF), and environmental issues (ENI) directly influence purchase intentions. Furthermore, personal norms (PN), awareness of consequences (AC), and ascribed responsibility (AR) positively moderate the relationships between attitudes toward green food, subjective norms of green food, and perceived behavioural control regarding purchasing intentions. This study provides valuable insights into the factors shaping tourist purchasing intentions. Consequently, marketing practitioners can tailor their strategies to align with the buying preferences of tourists in Ghana, specifically targeting green food products. This paper contributes to an underexplored area of research: understanding tourist purchasing intentions in Ghana. Prior studies on purchasing intentions have not extensively incorporated the extended TPB dimensions—number of children in a family, health benefits, and environmental issues—to comprehend this phenomenon.