ENVIRONMENTAL PERCEPTION AND BEHAVIORAL ATTITUDES ON SOCIAL NORMS AMONG LOCAL FOOD PRODUCT CONSUMERS
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Abstract
This article aims to 1) test the goodness-of-fit of a structural equation model that examines the relationships among environmental perception, behavioral attitudes, and social norms of local food consumers; 2) investigate the influence of environmental perception on social norms, and 3) examine the influence of behavioral attitudes on social norms of local food consumers. This research is a quantitative study, employing a questionnaire as a data collection tool from a sample of 228 local food consumers in Kalasin Province, selected through convenience sampling which is a non-probability sampling method. The data was analyzed using descriptive statistics, including frequency and percentage, to describe the general characteristics of the sample. In addition, for testing the research model, inferential statistics were applied, including confirmatory factor analysis to examine the fit of the measurement model and structural equation modeling to assess the causal relationships among variables. The results revealed that the structural equation model showed a good fit with the empirical data, with the fit indices falling within acceptable ranges. Environmental perception and behavioral attitudes had positive and statistically significant influences on social norms. Therefore, this leads to a trend toward more responsible and environmentally conscious consumption of local food products at the community level. In summary, promoting environmental perception and behavioral attitudes toward local food products plays an important role in shaping social norms that support consumption behavior, and consequently, which in turn leads to the development of local products and contributes to the sustainability of local communities in Thailand
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