The impact of perceived risk of online takeout packaging and the | ResearchBunny

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Abstract

This study investigates the impact of perceived packaging pollution risk (PPRP) on online takeout purchase intention in China. An expanded Theory of Planned Behavior (TPB) model incorporating CPR was tested using data from 336 respondents. PPRP negatively affected attitudes, subjective norms, and perceived behavioral control (PBC), which partially mediated the relationship between PPRP and purchase intention. Educational level moderated several relationships within the model. Findings offer insights for the online takeout industry and sustainable food consumption.

Publisher

Humanities and Social Sciences Communications

Published On

May 09, 2023

Authors

Meiwen Guo, Liang Wu, Cheng Ling Tan, Jun-Hwa Cheah, Yuhanis Abdul Aziz, Jianping Peng, Chun-Hung Chiu, Rongwei Ren

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