Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai
This paper examined organic food purchase intention among Malaysian grocery shoppers. Adopting the Theory of Planned Behaviour and Norm Activation Model, self-interest and pro-social factors were examined. Selfidentity was added to the framework as an additional variable in shaping the purchase inte...
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Universiti Teknologi MARA Cawangan Sarawak,
2019-09.
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