In this study, the Extended Theory of Planned Behavior (ETPB) was applied to analyze consumers’ intention to purchase meal kits. The perception of ESG management practiced by companies was used as a moderating variable to investigate its influence and moderating effects between each variable. An online survey was conducted over 4 days in January 2023 on consumers aged 20 years or older who had purchased meal kits within 6 months. Hypotheses were tested using IBM SPSS Statistics 22.0 and AMOS 24.0 programs with an effective sample size of 324 copies (100%). Attitude, subjective norm, perceived behavioral control, perceived sustainable package, and price sensitivity of the theory of planned behavior toward meal kit products had a significant positive effect on purchase intention, and all research hypotheses were accepted. The moderating effect of consumers' perceptions of ESG management practiced by companies had a positive and significant effect on attitude and perceived behavioral control.

본 연구는 Ajzen(1991)의 계획행위이론을 바탕으로 중년 소방관 및 교도관의 헌혈의사에 영향 을 미치는 요인을 규명하기 위한 서술적 연구이다. 연구대상은 G시, B군에 소재한 소방서 및 교도소의 중 년 소방관 및 교도관 223명이었다. 자료분석은 기술통계 및 t-test, one-way ANOVA, Pearson's correlation coefficient, 다중회귀분석을 하였다. 연구결과 헌혈 경험, 1년 이내 헌혈 시도, 3개월 이내 헌 혈 참여 계획에 따라 헌혈의도에서 통계적으로 유의한 차이가 있었다. 대상자의 헌혈의도는 헌혈에 대한 태도, 주관적 규범, 지각된 행위통제와 유의한 양의 상관관계가 있었다. 헌혈의도에 대한 다중회귀분석 결 과 3개월 이내 헌혈 참여계획, 지각된 행위통제, 주관적 규범, 헌혈태도, 1년 이내 헌혈시도 순이었고, 설명 력은 69% 이었다. 이에 중년의 헌혈의도를 높이기 위해서는 태도, 주관적 규범, 지각된 행위통제를 개선할 수 있는 프로그램이 필요하다

본 연구의 목적은 계획된 행위이론에 근거한 HPV 예방교육이 대학생의 HPV 백신지식, 자궁경 부암 지식, HPV 백신접종에 대한 태도, HPV 백신접종에 대한 주관적 규범, HPV백신접종에 대한 지각된 행위통제, HPV 백신접종에 대한 의도, HPV 예방백신 접종행위에 미치는 효과를 확인하기 위한 유사실험 연구이다. 대상자는 실험군 32명, 대조군 34명으로 임의표출 하였다. 수집된 자료는 기술통계, t-test, χ 2-test, Fisher’s exact test와 repeated Measures ANOVA로 분석하였다. 연구결과 HPV 예방교육에 참여 한 실험군은 참여하지 않은 대조군과 HPV 백신지식(t=5.66, p<.001), 자궁경부암 지식(t=4.13, p<.001), 태도(t=2.24, p=.032), 주관적 규범(t=2.83, p=.008), 지각된 행위통제(t=2.65, p=.013), 의도(t=3.91, p<.001)에 유의한 차이가 있었다. HPV 예방교육 중재 4주 후 HPV 백신접종 의도는 집단과 시간의 경과 간의 교호작용에 유의한 차이가 있었다(F=6.95, p=.002). 따라서 HPV 예방교육은 대학생에게 실제 적용 할 수 있는 교육프로그램임을 확인하였다.

The purpose of this study was to investigate the sustainable practices of nutrition science teachers and dietitians working in school food service operations, and identify the social and psychological factors which affect the overall efficacy of the system. The research model was constructed based on the Extended Theory of Planned Behavior (ETPB) in order to analyze how individual motivation affects the sustainable practices of nutrition science teachers and dietitians. The data were collected through e-mail and postal mail from nutrition science teachers and dietitians all across Korea, and self-administered surveys were conducted. SPSS and AMOS programs were used for statistical analysis. First, the sustainable practices of nutrition science teachers and dietitians were analyzed in 6 different categories. Second, the significant pathways were 6 out of 9 in the ETPB model. Sustainable food service practices in school can contribute to the formation of more a sustainable culture, such as through the encouragement of more healthy eating habits, and higher level of environmental awareness and community awareness. The factors influencing these practices can be applied to the design of improvement programs aimed at increasing sustainable practices.

Introduction With awareness of the importance of environmental protection, encouragement of green consumption has been an important part of the Chinese government's efforts to promote sustainable development. Green consumption is similar to the concept of environmental responsible consumption, which refers to individual’s behavior with a consideration of the environmental impacts in the process of purchasing, using and disposing of various products, or use of various green services (Stern, 1999). Previous studies tried to predict pro-environmental behavior with social-psychological factors, such as values, attitudes and beliefs. However, researches about the relationship between environmental attitudes and behaviors do not produce consistent results. Some prove that they are positive related, and others argue that their relationship is very weak. Studies have testified that lots of consumers declare that they concern about the environmental situation, but hesitate to pay for green products due to this affect (Chang, 2011). Advancing knowledge about the motivations and obstacles that shape intention and behavior of green consumption is important. The theory of planned behavior (TPB) (Ajzen, 1991) is appropriate as an initial framework for studies investigating consumers’ pro-environmental behaviors. With the inclusion of a new construct perceived behavioral control, the explanatory ability of this model is strengthened. However, simple adoption of this model does not give us deep insight into consumers’ behavior. Later studies apply TPB in different contexts (e.g. Paul, Modi, Patel, 2016; Mancha & Yoder, 2015; Han, Hsu, Sheu, 2011). The mechanism of how attitude, norms and perception of behavioral control are formed may differ in different circumstances, which is still under research especially in China. The purpose of this paper is to (a) identify applicability of TPB model in predicting green purchasing intention and behavior in China and capture which factor including attitude, perceived behavioral control and norm is the most influential determinant; (b) to examine the most useful psychological and situational antecedents, which indirect influence consumers’ green purchase behavior through the factors in TPB framework. Literature Review and Hypothesis Development Green products refer to those produced with consideration of less harm to the ecological environment such as air, water and land. Green purchase behavior should be considered as a typical socially conscious behavior that is different from other types of consumer behaviors, which can deliver instant personal gain and gratification (Kim & Choi, 2005). Most of the time, pro-environmental purchasing is future-oriented and benefits society as a whole (Author, Mccarty, & Shrum, 2001). Previous research models seek to explain green purchase behavior from two aspects of causal factors. Some emphasize intra-personal determinants from within and others may stress that from outside. However, a single consideration of any one set of these factors will weaken the interpretation of consumers’ green consumer behavior. The research model of this study is based on the most influential TPB framework. Some significant psychological and situational factors are integrated into the framework with the purpose of further understanding Chinese consumers’ purchase behavior. Theory of planned behavior According to the TPB model, individual’s decision making is oriented by a rational evaluation of behavioral consequences (Bamberg & Moer, 2007). The intention to perform a behavior, is considered as the central factor in the TPB model (Tarkiainen & Sundqvist, 2005). Attitude toward the behavior, subjective norm about the behavior, and perceived behavioral control regarding the performance of the behavior are three principal factors that determine behavioral intention. H1: Intention to buy green product has a positive relationship with the green purchase behavior. Attitude refers to individuals' beliefs about the outcomes of the behavior together with an evaluation of the importance of these outcomes. Consumers who feel positive toward green products and have agreement on their environmental goodness will most likely to consider buying products with pro-ecological features. H2a: Attitude toward buying green product is positively associated with the intention to perform green purchase behavior. Subjective norm refers to the responses of important reference group (e.g. family members, close friends) to a particular behavior. Some scholars argue that “subjective norm” is the weakest component in the TPB model when predicting behavioral intentions due to its feature of both self and social interest (Armitage & Conner, 2001; Bagozzi et al., 2000). In this study, “moral norm” instead of “subjective norm” is proposed as a direct predictor of intention toward green purchasing. Moral norm indicates individual’s perception that whether performing a certain behavior is morally correct or not (Ajzen, 1991). H2b: Moral norm regarding buying green product is positively associated with the intention to perform green purchase behavior. Perceived behavioral control is an individual’s perception about if performing a particular behavior is easy or difficult. People tend to be more involved in behaviors that are considered to be easier to realize than what they think is difficult and have less control (Bamberg & Moer, 2007). H2c: PBC of buying green product is positively associated with the intention to perform green purchase behavior. Psychological antecedents of attitude Environmental concern indicates consumers' awareness about environmental issues and people’s worry that the human intervention will have threat to the environment (Kim & Choi, 2005). Literatures reveal an indirect relationship between ecological affect and actual behavior. Bang et al. (2000) concludes that environmental concern has indirect effect on purchase intention through the influence of consumer’s attitude toward paying a premium for renewable energy. The emotional responses to ecological problems help consumers to create a positive attitude toward green purchase behavior. H3a: Environmental concern is positively associated with the attitude toward green purchase behavior. Environmental knowledge represents consumers’ understanding of the environmental conditions, as well as fundamental factors that contribute to environmental change and crucial ecological effects (Pagiaslis & Krontalis, 2014). Knowledge has impact for individual’s cognitive processing. Zhao et al. (2014) confirms knowledge as one of the factors that form people’s attitudes toward environment-friendly behavior. Compared with less knowledgeable consumers, those who have more environmental knowledge incline to be more concerned about the environment, which in turn leads consumers to take attention to products’ ecological features while purchasing (Kim, Park, & Schwarz, 2010). H3b: Perceived environmental knowledge is positively associated with attitude toward green purchase behavior. In the pro-environmental behavior domain, PCE indicates to what extent consumers feel that every single person can contribute to solve environmental problems through their own efforts and their everyday purchase behavior (Straughan & Roberts, 1999).With the absence of belief that individual’s actions have observable outcome in making different solution to a problem, people will hesitate to take into action. Kim and Choi (2005) conclude that PCE has indirect effect on green purchasing through the role of ecological sensitive attitudes. H3c: PCE is positively associated with attitude toward green purchase behavior. Moral norm and subjective norm Bamberg and Moer (2007) suggest that people make use of subjective norms to determine whether a specific behavioral choice is easy to perform or whether it is beneficial. The opinions from “important others” deliver the standards for people to conform when they encounter the same situation. That is, the views about what is right or wrong from reference group will be absorbed and transformed as one’s personal moral norms (Bamberg & Moer, 2007). H4: Subjective norm is positively associated with moral norm regarding green purchase behavior. Situational factors influencing PBC Perceived availability indicates if consumers feel they can easily obtain or consume a certain product. If green products are not easy available, most consumers will not spend too much time and effort for searching. The limited availability and inconvenience in obtaining products is bound to hamper green products purchasing (Vermeir & Verbeke, 2006). H5a: Perceived availability of green product is positively associated with PBC regarding green purchase behavior. Perceived price is one of the most important factors that have impact on consumers’ decision-making of green consumption (Osterhus, 1997). Green products are generally priced higher than conventional products. However Chinese consumers who would like to pay a large premium are still in the minority. The perceived high price is a barrier that influences consumers’ perceived capability over green purchase behavior. H5b: Perceived price of green product is negatively associated with PBC regarding green purchase behavior. Information has an impact on individual’s cognitive process. It is an influential factor that leads consumer behavior change (Bator & Cialdini, 2000). Atkinson and Rosenthal confirm that eco-labels have effects on consumer’s trust and purchase intention. If consumers feel hard to recognize eco-labels and cannot understand their difference with regular ones, their perception of control will be highly influenced and the green purchase may be hindered. H5c: Perception of information provided by eco-label is positively associated with PBC regarding green purchase behavior. Methodology This research adopted the survey approach for data collection. A questionnaire that consisted of 46 items was designed according to relevant previous studies. All the items in the questionnaire use five-point Likert scale, which ranging from “strongly disagree” (1) to “strongly agree” (5). The target group of this study was consumer who is over 18 years old in the urban areas of Mainland China. An online survey was conducted for collecting data in the mid-October, 2017 and 500 samples were collected totally. After removing the disqualified questionnaires, 485 questionnaires were identified as eligible for further analysis. To testify the proposed hypotheses, the simple and multiple linear regression analyses using IBM SPSS Statistics was primarily adopted in the study. Meanwhile, the structural equation modeling (SEM) was also conducted as an alternative approach to examine the arguments. Results Firstly, the theory of planned behavior suggested by Ajzen (1991) was proved to be applicable in the green purchasing circumstance. Attitude was identified to play the most significant role in predicting the intention. The construct “moral norm” was resulted to be more predictable for green purchase intention compared with the original “subjective norm”. It indicates that in certain contexts, personal feeling of moral obligation or responsibility is more crucial and direct reason for consumer conducting ethical behaviors. Perceived behavioral control was testified as the third prediction of purchase intention. The proportion of variance explained (R2=0.546) for intention was even better compared with previous studies, which claimed that the three determinants account for between 40% and 50% of the variance in intention (Ajzen, 1991; Amireault et al., 2008; Conner & Armitage, 1998). This model revealed consumers’ mental development of their purchase intention before enacting the buying behavior. Secondly, the results testify that PCE plays as the central role in predicting attitude. Respondents who believe that their consumptions can help to reduce environmental deterioration will be much likely to hold positive attitudes toward green purchasing. Environmental concern and perceived knowledge have a considerable, but only indirect impact on consumers’ attitude. Implications for practice The results of this study suggest that consumers’ intentions to buy green products are directly predicted by attitude, moral norm and their perceived behavioral control. Firstly, enterprises in the green market need to adopt effective communication strategy to inform consumers about the advantages of environmentally friendly products in order to help consumers to develop a positive attitude to pro-environmental products. Moreover, due to the significant effect of PCE on consumer attitude, it's necessary for the government to quantify the effect of green consumption by real cases and data, so that people can perceive the effectiveness of green buying behavior in a more intuitive way. Meanwhile, companies should take more emphasis on consumer’s ability to solve the problem in a positive manner in marketing communications. Secondly, personal moral norm is also found to have direct effects on purchase green products. Thus, normative appeal is needed for creating consumers' emotional connection and should be presented in the promotion programs to stimulate green consumption. Thirdly, this study reveals that the availability is the main factor that affects consumers’ perceived behavioral control over green purchasing.

Although excessive intake of sodium is known to cause various diseases and threaten public health and policies for reducing overconsumption of sodium are being implemented, the theoretical research on sodium intake is incomplete. This study attempted to provide a policy basis by examining whether or not planned behavior theory, which is a typical health communication theory used to describe health-related behaviors, can be applied to explain sodium intake behavior. Especially, sodium ingestion behaviors were compared using the theory of actions planned for men and women as well as young people, middle-aged, and elderly persons, who are predicted to show differences in eating habits. In this study, questionnaires were prepared to measure the daily eating habits of subjects and subordinate factors of planned behavior theory: behavioral beliefs, outcome expectations, normative beliefs, compliance motivation, and control beliefs. Questionnaires were given to 93 college students and their families. As a result of the difference analysis and path analysis of the questionnaire responses, the following suggestions were obtained. First, age difference is more obvious than sex difference in terms of low salt intentions. For example, older people are healthier than younger people in terms of eating habits and health concerns. Second, the elderly are more likely to practice the low-salt formula when they are provided information on the benefits and effects of the low-salt formula compared to younger ones. Third, systematic efforts are needed to promote a culture that emphasizes the health benefits of a low salt diet rather than providing piecemeal information on the advantages and effects of a low salt diet.

PURPOSES : Traffic accidents and damage due to speeding should be recognized as a problem which harms society and the economy as well as the parties to the accidents. It is time to seek more detailed and concrete customized alternatives than the existing policies for the prevention of traffic accidents. METHODS: In this study, we identified the characteristics driver behavior and psychological factors that lead to speeding, and a study was carried out to verify the causality models developed from the factors we identified. RESULTS : Driving behavior variables have a significant effect on speeding behaviors in order of Lapse, Violation, and Mistake. And the violation which is defined as intentional violation showed the result which supports the research hypothesis as it has the significant effect on speeding intention and behaviors. CONCLUSIONS: The result of this study can be utilized to develop educational problems concerning speeding and previous response with the main objective of eliminating speeding driver behavior.

이 연구는 부산지역 대학생들의 롯데 자이언츠 프로야구 관람의도 결정요인을 규명하고자 했다. 구체적으로 선행연구에 근거하여 구조적 환경 변인으로서 지역정체성 , 프로야구 중계방송 시청빈도 , 그리고 팀(롯데 자이언츠) 동일시 , 스폰서 그룹에 대한 태도 변인, 인간의 사회문화적 행위예측에 유용성을 보이는 계획행동이론 변인을 통해 프로야구 관람의도 결정요인을 포괄적으로 규명하고자 했다. 연구결과 첫째, 지역 정체성 변인을 구성하는 인지적 통합도와 적극적 관여도는 모 두 프로야구 관람의도에 정적인 영향을 미쳤다. 둘째, 프로야구 중계방송 시청정도 역 시 프로야구 관람의도에 정적인 영향을 미쳤다. 셋째, 롯데 자이언츠 팀 동일시의 경 우 행동적 동일시만 프로야구 관람의도에 정적인 영향을 미쳤다 . 넷째, 롯데 자이언츠 스폰서 그룹에 대한 태도는 프로야구 관람의도에 기여하지 못했다. 다섯째, 계획행동 이론 변인 중 태도와 주관적 규범은 프로야구 관람의도에 정적인 영향을 미쳤으나 , 인 지된 행위통제의 설명력은 도출되지 않았다.

국내 수목장에 대한 국민의 관심증대와 수목장 확산을 위한 정부 관계기관의 노력에도 불구하고 수목장 선택 비율은 여전히 저조한 실정이다. 따라서 어떠한 요인이 수목장 선택행동에 영향을 미치는 지를 이해하는 것이 필요하다. 본 연구에서는 Ajzen의 계획행동이론(Theory of Planned Behavior: TPB)을 적용하여 태도(Attitude: ATT), 주관적 규범(Subjective Norm: SN), 지각된 행동통제(Perceived Behavioral Control: PBC) 및 관습(Custom: CUST)과 수목장 선택 의도(Intention: INT)와의 관계를 조사하였다. 2011년 9월중 광주광역시 시민을 대상으로 행정구역별로(동구, 서구, 남구, 북구, 광산구) 비례층화추출법을 이용하여 표본을 선정하였으며 총 412명의 응답이 본 연구를 위해 이용되었다. 구조방정식 모델링 결과, 4개 변수(ATT, SN, PBC, CUST) 모두 수목장 선택의도에 영향을 미치는 것으로 나타났다. 그 영향력은 SN(β=0.459), ATT(β=0.247), PBC(β=0.152), CUST(β=0.102) 순으로 크게 조사되었으며 이들 4개 변수는 수목장 선택의도의 53.0%를 설명하였다. 연구결과에 대한 토의와 수목장 참여의도 및 행동 증진을 위한 몇 가지 방안을 제시하였다.

The purpose of this paper is to investigate the factors influencing the Vietnamese farmers’ intention to accept organic farming based on the theory of planned behavior (TPB). After in-depth interviews with five agricultural researchers and five farmers, the authors have identified a formal research model and built a complete survey. Data were collected from 318 farmers in Hanoi, Vietnam, by surveying directly at their homes or farms. Statistical methods, such as Cronbach’s alpha, exploratory factor analysis (EFA) and linear regression analysis, were used to analyze the data with the help of SPSS 22.0 and AMOS 24.0. The results show that attitudes, subjective norms, and perceived behavioral control have a positive influence on farmers’ intention to accept organic farming in Vietnam. Based on the degree of impact of these factors, the authors give a few suggestions to state management agencies to promote the intention to accept organic farming in Vietnam: (i) increasing awareness of the difference between organic farming and conventional farming, the role of organic farming in health and the environment; (ii) increasing the activities of guiding the organic farming practices and facilitating the farmers to access these guides through many channels; and (iii) holding sessions to share practices in organic farming practices.

Public accountant profile dominated by over-50-year-old people appears to be alarming. The intention towards this profession had better be fostered immediately; therefore, the predictors to boost the intention need to be known. The study examines the influence of accounting knowledge toward the intention to work as public accountant using the Theory of Planned Behavior approach. A survey of 146 students revealed that there was a significantly positive influence of accounting knowledge toward the intention of becoming public accountant, both directly and indirectly, through the mediation of attitudes and perceived behavioral control. Subjective norms did not function as an appropriate mediation. The findings are expected to contribute to universities and professional accounting bodies. The study urges the accounting educators to redesign and reorganize the curriculum, including a more interesting teaching and learning methods. The professional accounting bodies are expected to cooperate with accounting educators in enhancing the internship program and providing real-case study to instill a positive attitude and assurance toward the students’ competence, which, in the end, might spark the intention to work as public accountant. That accounting knowledge positively influences the intention toward public accounting profession through the mediation of perceived behavioral control was statistically supported.

The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

The paper examines social entrepreneurial intention through outcome expectations. The proposed model incorporates outcome expectations from social cognitive career theory and theory of planned behaviors. The study also introduces a scale for outcome expectations in social entrepreneurship, including solving social problems, innovation, family tradition of social involvement, meaning in life, prestige and social recognition, competitive and favorite job and wealth. A survey of 279 students was conducted through face-to-face structured interviews. The confirm factor analysis and technique of structural equation modeling were used to explore relationships among latent constructs. Research results show that the outcomes impact only through three determinants of theory of planned behavior and do not have significant impact to social entrepreneurial intention. It suggests that outcome expectations may be a flexible factor. Individual outcome expectations can shift to motivations when facing favorable conditions such as family support, government support, etc. The findings suggest that the ability to predict social entrepreneurial intention of attitude toward behavior, subjective norms, and perceived behavioral control. The proposed model in this study contributes importantly to the emerging literature on entrepreneurial intention, particularly to social entrepreneurial intention. This study is also the first quantitative study to measure the impact of outcome expectations on social entrepreneurial intention.

The study aims to predict the behavior of tourists in Hadong County, which is registered as KIAHS. Based on the theory of planning behavior, we intend to verify the theory of planned behaviour, which adds descriptive parameters of the perceived value and prior knowledge of an agricultural heritage. In detail, first, the perceived value and prior knowledge of tourists about an agricultural heritage understand the influence of tourists’ Attitude. Second, we could see the role of the behavioral factors in the causal relationship of the planned behavioral theory. We have identified the planned behavioral theory that attitudes, subjective norms, and perceptual behavior controls affect the intention of the revisit. Hadong should remember that by sending and providing various information about Hadong Green Tea and World Agricultural Heritage sites, it is possible to elicit changes in visitor attitudes and revisit visits.

Our society has been dominated by the Dilemma Theory that rational individuals cannot get out of the 'Tragedy of the Commons' without helps from state or market. However, many empirical researches have discovered cases that common pool resources could be managed by cooperative methods of community. Based on the possibility of managing common pool resources by residents' cooperation/solidarity revealed by the recent case researches, this study aims to seek for the theoretical basis to prove it. Generally, public policies are carried forward based on the theoretical basis of the relevant social issues. The objective of this study is to suggest the new direction of policies related to domestic common resources through the researches on community's role in managing local common pool resources represented as "scenic spot". For this, it aims to reveal the influence of community activity on behavioral intention of local common pool resources, by drawing/quantitatively measuring measurement items of local residents' community activity on top of attitude, norms, and behavioral control suggested by the existing Theory of Planned Behavior. The results of this study are as follows; 4 factors such as attitude toward behavior, subjective norm, perceived behavior control, and community activity were all factors that influenced intention to manage.

Purpose - Not all firms are able to completely eliminate the risk arising out of the crisis. Success hides in the ability to perceive the market expectations accurately and take correct decisions. This study aims to analyze the firms’ decisions at gross-root level. Research Design, Data, and Methodology - Primary data is obtained with the help of specially designed questionnaires from the agriproducts export firms that are members of export union of Turkey. The study is based on four theoretical structures: general planned behavior theory model, perception-leading behavior control and subjective norm model, perceived-behavioralcontrol leading perception and subjective norm models, and perceptions and subjective norms leading behavior control model. Structural Equation Models (SEM) is used to conduct the empirical analysis. Results - The findings show perceptions and subjective norms leading behavior control model as the best one, concluding that the environmental pressures and positive perceptions have significant effect on the strategic decisions of the agriproducts export firms. Conclusion - Policy tools like creating positive perception in the markets, providing sufficient information and financial support to the firms and increasing market competition can be used effectively to achieve the said objective.

The major purpose of this study was analyzing of farmer’s intention in related to organic agriculture by using of the Theory of Planned Behavior (TPB). Farmers of Chungchung Province (n=164) were administered a questionnaire survey that measured TPB constructs. The data and hypotheses were analyzed using multiple regression and confirmatory factor analysis by SPSS 21.0 and AMOS 21.0. Results showed that attitude, subjective norms, and perceived behavior of control were all positively related to farmer’s intention of organic agriculture and explained power of the model was relatively high which was 51 percent. Also the results of the analysis showed that the subjective norm was a key dimension of farmer’s intention in terms of standardized coefficient. The study demonstrated that the reduced theory of planned behavior was fit for factors of farmer’s intention. The meaning of the study and implications for future studies were discussed.

본 연구는 성인을 대상으로 그들의 신체활동 변화단계 및 계획된 행동이론의 하위변인들에 차이가 있는지를 알아보고, 신체활동 변화단계에 대한 계획된 행동이론 하위변인들의 영향을 확인하였다. 서울의 S구에 거주하는 성인 334명이 참여하였다. 신체활동 변화단계 질문지, 태도 질문지, 주관적 규범 질문지, 행동통제지각 질문지, 의도 질문지 등이 사용되었다. 본 연구에서 남성(57.3%)이 여성(50.0%) 보다 더 규칙적으로 신체활동에 참여하는 것으로 나타났다(χ2 =9.47, p<.05). 계획된 행동이론의 하위변인들 중 행동통제지각 F(4,329)=33.36, 의도 F(4,329)=28.08, 태도F(4,329)=23.13, 주관적 규범 F(4,329)=9.93 변인들이 신체활동을 설명하는데 유의하게 기여하는 것으로 나타났다(Wilks`λ = .60, F[4,329]= 15.24, p<.001). 이들변인에 의한 신체활동 변화단계의 전체적인 판별의 정확성은 47.0%로 나타났다. 본 연구와 관련된 후속연구들은 성인들의 신체활동에 영향을 주는 변인을 확인하는데 있어 심리적 변인뿐만 아니라 사회·생태학적 변인을 포함한 연구가 필요하다.