A cluster analysis of young adult college students' beef consumption behavior using the constructs of a proposed modified model of planned behavior

David Rivera, Hansel Burley, Charlie Adams

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

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 languageEnglish
Pages (from-to)19-38
Number of pages20
JournalJournal of Food Products Marketing
Volume16
Issue number1
DOIs
StatePublished - 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

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