Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis

Abstract

This study aims to identify the determinants of eco-labelled food product buying behaviour in the Malaysian context. This research develops a comprehensive model proposing that ethical self-efficacy is the moderator, and TPB constructs are the mediators to test empirically. Data were gathered through a questionnaire survey method, and then structural equation modelling was used to analyse the data by AMOS software version 21. The study results confirmed that, besides TPB constructs (attitude, subjective norms, and perceived behavioural control), eco-labelling, perceived value, and self-efficacy affect buying intention. It was found that ethical self-efficacy moderates the relationship between perceived value and eco-labelled food product buying intention. The results also reveal that attitude, perceived behavioural control, and subjective norms mediate the association between environmental concern and eco-labelled food product buying intention. The research stresses the importance of environmental education from both the government and corporate initiatives regarding the path of environmentally conscious buying behaviour.