Abstract
The theory of reasoned action (TRA) served as the theoretical framework for this study. This study focused on the development and analysis of a proposed modified model of planned behavior (MMpB) to investigate the beef consumption habits of young adult college students. The participants were a convenience self-selected sample of young adult college students from a major southeastern and southwestern university. A self-report survey was administered to (N = 914) students in classrooms at both universities. Using cluster and discriminant analysis three distinct cluster groupings were found based on the behavior construct.
Original language | English |
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Pages (from-to) | 19-38 |
Number of pages | 20 |
Journal | Journal of Food Products Marketing |
Volume | 16 |
Issue number | 1 |
DOIs | |
State | Published - Jan 2010 |
Keywords
- Beef consumption
- Cluster analysis
- Consumer behavior
- Discriminant analysis
- Expanded rational expectations model
- Theoretical development and modification
- Theory of planned behavior
- Theory of reasoned action