EXTENDING THE THEORY OF PLANNED BEHAVIOR: THE ROLE OF ANTICIPATED NEGATIVE EMOTIONS IN PLANT-BASED FOOD PURCHASE INTENTIONS IN THAILAND
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Abstract
Purpose: This study aims to extend the Theory of Planned Behavior (TPB) by integrating Anticipated Negative Emotions (ANE) to improve the prediction of consumers’ purchase intentions toward plant-based foods. Understanding these intentions is crucial for promoting sustainable dietary transitions and responsible consumption behavior. While TPB provides a strong theoretical foundation, it often overlooks the emotional influences that play a critical role in ethical and sustainability-related food choices.
Study Design/Methodology/Approach: A quantitative survey was conducted among 400 Thai consumers who had previously purchased plant-based foods. Data were collected through online questionnaires distributed across relevant social media communities during February and March 2025. Multiple and hierarchical regression analyses were employed to examine the influence of the demographic variables, TPB constructs, and ANE on purchase intention, and to compare the predictive power of the traditional and extended TPB models.
Findings: The extended TPB model accounted for 44.9% of the variance in purchase intention, representing a significant improvement over the traditional TPB model (41.8%). Subjective norms emerged as the most influential predictor, followed by ANE. Unexpectedly, positive attitudes were positively associated with ANE, whereas subjective norms and perceived behavioral control negatively affected ANE.
Originality/Value: The study underscores the importance of emotional mechanisms—particularly anticipated guilt and regret—in understanding sustainable food decisions. By incorporating emotional dimensions into TPB, this research contributes new theoretical insights and provides practical implications for designing marketing strategies that integrate both rational and emotional elements to promote responsible and sustainable consumption.
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