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| Tekijä: | Januszewska, R. Viaene, J. |
| Otsikko: | Application of the Theory of Planned Behavior to Consumption of Chocolate: Cultural Differences Across Belgium and Poland |
| Lehti: | Journal of Euromarketing
2001 : VOL. 10:2, p. 1-26 |
| Asiasana: | CONSUMPTION CHOCOLATE INDUSTRY CULTURE BELGIUM POLAND |
| Kieli: | eng |
| Tiivistelmä: | The aim of this study is to analyse potential differences between Belgian and Polish consumers in intention to consume chocolate. The research procedure is based on the Theory of Planned Behaviour (TPB). With regard to chocolate consumption, there are many studies showing craving or addiction. In this context, the chosen method seems adequate especially after two modifications. First is the inclusion of an affective component, which is analysed through the preference score and the taste index. A second modification lays in the addition of self-stated habit. The results are presented in cross-country and cross-segment designs due to the personality-related segments, which were found in previous research. In current research, the TPB model is only a part of the framework in which the affective, conative, and cognitive dimensions are jointly analysed. |
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