New article: Intention to buy sustainably produced fish: Planned or impulsive behavior?
Attitudes, subjective norms, and perceived control over one's behavior significantly predict intentions. When the factor of food engagement is added, it is shown that higher engagement reinforces positive attitudes toward sustainable fish. The study also finds that impulsivity moderates the effect of social norms, with impulsive customers being more influenced by others. These insights deepen our understanding of sustainable purchasing and impulsive buying behavior, and highlight the crucial role that personal commitment and social influence play in shaping consumer decisions.