Dr Lei Wang, Mrs Qi Zhang, Dr Philip Pong Weng Wong
Vol 18 | Issue 1 pp. 143-158
Abstract
The theory of planned behaviour (TPB) is recognized as powerful predictive model to explain consumer purchase behaviour. However, there have been relatively few studies that determine the role of TPB’s constructs in e-cigarettes decision-making process. Moreover, the TPB ignores the impulsive motivation (i.e., hedonism) and unconscious motivation (i.e., habit) and perceived knowledge in the literature. This study adopted a quantitative method based on a survey with 293 young respondents using e-cigarettes. The proposed hypotheses were empirically tested with SPPS and AMOS. This study revealed that perceived knowledge positively influenced attitude, subjective norm (SN), and perceived behavioural control (PBC) respectively. The results showed a positive relationship between attitude, SN, PBC and intention, and intention positively influenced actual e-cigarettes use behaviour. The results also demonstrated how consumers’ hedonic motivation and habit influence intention. Lastly, the theoretical and practical implications and limitations were discussed.
Keywords: Theory of planned behaviour; hedonism; habit; perceived knowledge; e-cigarette use
This article may be downloaded from the following locations:
References
Agag, G., & El-Masry, A. A. (2016). Understanding the determinants of hotel booking intentions and moderating role of habit. International Journal of Hospitality Management, 54, 52-67. https://doi.org/10.1016/j.ijhm.2016.01.007
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ateş, H. (2021). Understanding students’ and science educators’ eco-labeled food purchase behaviors: Extension of theory of planned behavior with self-identity, personal norm, willingness to pay, and eco-label knowledge. Ecology of Food and Nutrition, ahead-of-print(ahead-of-print), 1-19. https://doi.org/10.1080/03670244.2020.1865339
Bahl, P., & Kumar, S. (2019). Green purchase behaviour among young generation: Meditating role of purchase intention. Think India Journal, 22(10), 5262-5283. https://www.researchgate.net/publication/338253007_Green_Purchase_Behaviour_Among_Young_Generation_Meditating_Role_Of_Purchase_Intention
Bashir, S., Khwaja, M. G., Turi, J. A., & Toheed, H. (2019). Extension of planned behavioral theory to consumer behaviors in green hotel. Heliyon, 5(12), 1-8. https://doi.org/10.1016/j.heliyon.2019.e02974
Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Routledge. https://doi.org/10.4324/9781315757421
Chinese Center for Disease Control and Prevention. (2019). The results of the 2018 Chinese adult tobacco survey were released https://www.chinacdc.cn/yw_9324/201905/t20190530_202932.html
Cohen, S. A., Prayag, G., & Moital, M. (2014). Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism, 17(10), 872-909. https://doi.org/10.1080/13683500.2013.850064
Dawes, J. (2008). Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales. International Journal of Market Research, 50(1), 61-77.
Eid, R., Agag, G., & Shehawy, Y. M. (2020). Understanding guests’ intention to visit green hotels. Journal of Hospitality & Tourism Research, ahead-of-print(ahead-of-print), 1-35. https://doi.org/10.1177/1096348020947800
Fucito, L. M., Bold, K. W., Baldassarri, S. R., LaVigne, J. P., Ford, B., Sather, P., O’Malley, S. S., & Toll, B. A. (2021). Use and perceptions of electronic nicotine delivery systems among patients attending lung cancer screening who smoke. Preventive Medicine Reports, 23, 101444. https://doi.org/10.1016/j.pmedr.2021.101444
Hair, J. F., Black, W. C., Babin, B. J., & Tatham, R. L. (2010). Multivariate data analysis: A global perspective (7th ed.). Pearson Prentice Hall.
Hajek, P., Corbin, L., Ladmore, D., & Spearing, E. (2015). Adding e-cigarettes to specialist stop-smoking treatment: City of London pilot project. Journal of Addiction Research & Therapy, 6(3), 1000244. https://doi.org/10.4172/2155-6105.1000244
Han, H., & Yoon, H. J. (2015). Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism. International Journal of Hospitality Management, 45, 22-33. https://doi.org/10.1016/j.ijhm.2014.11.004
Hartmann-Boyce, J., McRobbie, H., Butler, A. R., Lindson, N., Bullen, C., Begh, R., Theodoulou, A., Notley, C., Rigotti, N. A., Turner, T., Fanshawe, T. R., & Hajek, P. (2021). Electronic cigarettes for smoking cessation. Cochrane Database of Systematic Reviews(9), 1-2. https://doi.org/10.1002/14651858.CD010216.pub6
Holliday, R., Chaffee, B. W., Jakubovics, N. S., Kist, R., & Preshaw, P. M. (2021). Electronic cigarettes and oral health. Journal of Dental Research, 100(9), 906-913. https://doi.org/10.1177/00220345211002116
Hsu, M.-H., Chang, C.-M., & Chuang, L.-W. (2015). Understanding the determinants of online repeat purchase intention and moderating role of habit: The case of online group-buying in Taiwan. International Journal of Information Management, 35(1), 45-56. https://doi.org/10.1016/j.ijinfomgt.2014.09.002
Hulland, J., Baumgartner, H., & Smith, K. M. (2018). Marketing survey research best practices: Evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46, 92-108. https://doi.org/10.1007/s11747-017-0532-y
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69.
Jiang, Y., & Gao, Y. (2019). Factors that influence potential green hotel customers’ decision-making process – Evidence from China. Journal of China Tourism Research, 15(4), 455-477.
Khalifa, M., & Liu, V. (2007). Online consumer retention: Contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792. https://doi.org/10.1057/palgrave.ejis.3000711
Kim, H.-W. (2020). Factors related to utilization of smoking cessation support service among attempters for quitting smoking. Journal of Health Informatics and Statistics, 45(4), 349-355. https://doi.org/10.21032/jhis.2020.45.4.349
Kim, Y., Yun, S., & Lee, J. (2014). Can companies induce sustainable consumption? The impact of knowledge and social embeddedness on airline sustainability programs in the U.S. Sustainability, 6(6). https://doi.org/10.3390/su6063338
Kline, R. B. (2015). Principles and practice of structural equation modeling (3rd ed.). Guilford.
Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9. https://doi.org/10.1016/j.jretconser.2016.09.004
Lee, J. (2021). Nicotine dependence of electronic cigarette, dual combustible and electronic cigarette users. Korean Journal of Family Medicine, 42(3), 189-190. https://doi.org/10.4082/kjfm.42.3E
Lindenberg, S. (2001). Social rationality versus rational egoism. In J. H. Turner (Ed.), Handbook of sociological theory (pp. 635-688). Kluwer Academic/Plenum.
Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’ green purchase intention. Asia Pacific Journal of Marketing and Logistics, ahead-of-print(ahead-of-print), 1-19. https://doi.org/10.1108/APJML-05-2019-0285
Lucchiari, C., Masiero, M., Mazzocco, K., Veronesi, G., Maisonneuve, P., Jemos, C., Salè, E. O., Spina, S., Bertolotti, R., & Pravettoni, G. (2020). Benefits of e-cigarettes in smoking reduction and in pulmonary health among chronic smokers undergoing a lung cancer screening program at 6 months. Addictive Behaviors, 103, 106222. https://doi.org/10.1016/j.addbeh.2019.106222
Maichum, K., Parichatnon, S., & Peng, K.-C. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(10), 1077-1097. https://doi.org/10.3390/su8101077
Meyers, L. S., Gamst, G., & Guarino, A. J. (2006). Applied multivariate research: Design and interpretation. Sage.
Moorman, C., Diehl, K., Brinberg, D., & Kidwell, B. (2004). Subjective knowledge, search locations, and consumer choice. Journal of Consumer Research, 31(3), 673-680. https://doi.org/10.1086/425102
Muposhi, A., & Dhurup, M. (2016). Is vaping a panacea or peril? Consumers’ attitudes towards electronic cigarettes and relationship with quitting intention. African Journal for Physical Activity and Health Sciences, 22(31), 655-666. https://doi.org/10.10520/EJC195995
Naderi, I., Paswan, A. K., & Guzman, F. (2018). Beyond the shadow of a doubt: The effect of consumer knowledge on restaurant evaluation. Journal of Retailing and Consumer Services, 45, 221-229. https://doi.org/10.1016/j.jretconser.2018.09.004
National Health Commission of the People’s Republic of China. (2021). Health Hazards of Smoking in China, 2020 http://www.nhc.gov.cn/guihuaxxs/s7788/202105/c1c6d17275d94de5a349e379bd755bf1.shtml
Neuman, W. L. (2002). Social research methods: Qualitative and quantitative approaches. Pearson Education. https://doi.org/10.2307/3211488
Patharia, I., Rastogi, S., Vinayek, R., & Malik, S. (2020). A fresh look at environment friendly customer’s profile: Evidence from India. International Journal of Economics and Business Research, 20(3), 310-321. https://doi.org/10.1504/IJEBR.2020.110425
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006
Peng, N., & Chen, A. (2019). Luxury hotels going green – The antecedents and consequences of consumer hesitation. Journal of sustainable tourism, 27(9), 1374-1392. https://doi.org/10.1080/09669582.2019.1622710
Rahman, M. S., Hossain, M. I., & Hossain, G. M. S. (2020). Factors affecting consumers’ green purchase behavior towards energy saving lights in Bangladesh: The mediating role of green purchase intention. International Journal of Information, Business and Management, 12(3), 19-37. https://doi.org/10.6007/IJAREMS/v8-i3/6625
Reference News. (2019). China bans online sales of e-cigarettes. http://www.cankaoxiaoxi.com/china/20191103/2394526.shtml
Rüther, T., Wissen, F., Linhardt, A., Aichert, D. S., Pogarell, O., & de Vries, H. (2015). Electronic cigarettes – Attitudes and use in Germany. Nicotine & Tobacco Research, 18(5), 660-669. https://doi.org/10.1093/ntr/ntv188
Saunders, M., Lewis, P., & Thornhill, A. (2011). Research methods for business students (5th ed.). Pearson Education.
Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309-317. https://doi.org/10.1016/j.jenvp.2008.10.004
Stimson, G. V., Thom, B., & Costall, P. (2014). Disruptive innovations: The rise of the electronic cigarette. The International Journal on Drug Policy, 25(4), 653-655. https://doi.org/10.1016/j.drugpo.2014.05.003
Topa, G., & Moriano, J. A. (2010). Theory of planned behavior and smoking: Meta-analysis and SEM model. Substance Abuse and Rehabilitation, 2010(1), 23-33. https://doi.org/10.2147/SAR.S15168
Ulker-Demirel, E., & Ciftci, G. (2020). A systematic literature review of the theory of planned behavior in tourism, leisure and hospitality management research. Journal of Hospitality and Tourism Management, 43, 209-219. https://doi.org/10.1016/j.jhtm.2020.04.003
Waghel, R. C., Battise, D. M., & Ducker, M. L. (2014). Effectiveness of electronic cigarettes as a tool for smoking cessation or reduction. The Journal of pharmacy technology, 31(1), 8-12. https://doi.org/10.1177/8755122514547641
Wang, L. (2020). Determinants of consumers purchase attitude and intention toward green hotel selection. Journal of China Tourism Research, ahead-of-print(ahead-of-print), 1-20. https://doi.org/10.1080/19388160.2020.1816241
Wang, L., Fu, C.-F., Wong, P. P. W., & Zhang, Q. (2021a). The impact of tourists’ perceptions of space-launch tourism: An extension of the theory of planned behavior approach. Journal of China Tourism Research, ahead-of-print(ahead-of-print), 1-21. https://doi.org/10.1080/19388160.2021.1900972
Wang, L., Wang, Z.-X., Wong, P. P. W., & Zhang, Q. (2021b). Consumer motivations, attitude and behavioral intention toward green hotel selection. Journal of Tourism, Culinary and Entrepreneurship, 1(2), 79-104. https://doi.org/10.37715/jtce.v1i2.2081
Wang, L., Wang, Z.-X., Zhang, Q., Jebbouri, A., & Wong, P. P. W. (2021c). Consumers’ intention to visit green hotels – A goal-framing theory perspective. Journal of sustainable tourism, ahead-of-print(ahead-of-print), 1-21. https://doi.org/10.1080/09669582.2021.1977937
Wang, L., Wang, Z.-X., Zhang, Q., & Wong, P. P. W. (2021d). Does religiosity matter for green hotel selection? An empirical investigation from Chinese religious consumers. Tourism Economics, Management and Policy Research, 1(2), 79-95. http://temapor.com/index.php/tema/article/view/12/12
Wang, L., & Wong, P. P. W. (2021). Marketing of environmentally friendly hotels in China through religious segmentation: A theory of planned behaviour approach. Tourism Review, 76(5), 1164-1180. https://doi.org/10.1108/TR-08-2019-0327
Wang, L., Wong, P. P. W., & Elangkovan, N. A. (2020a). Antecedents of green purchase behaviour: An examination of altruism and environmental knowledge. International Journal of Culture, Tourism and Hospitality Research, 14(1), 63-82. https://doi.org/10.1108/IJCTHR-02-2019-0034
Wang, L., Wong, P. P. W., & Elangkovan, N. A. (2020b). The influence of religiosity on consumer’s green purchase intention towards green hotel selection in China. Journal of China Tourism Research, 16(3), 319-345. https://doi.org/10.1080/19388160.2019.1637318
Wang, L., Wong, P. P. W., Elangkovan, N. A., & Chee, W. M. (2019). Green hotel selection of Chinese consumers: A planned behavior perspective. Journal of China Tourism Research, 15(2), 192-212. https://doi.org/10.1080/19388160.2018.1553743
Wang, L., Wong, P. P. W., & Zhang, Q. (2021e). Travellers’ destination choice among university students in China amid COVID-19: Extending the theory of planned behaviour. Tourism Review, 76(4), 749-763. https://doi.org/10.1108/TR-06-2020-0269
World Health Organization. (2017). Electronic nicotine delivery systems and electronic non-nicotine delivery systems (ENDS/ENNDS) https://www.who.int/news/item/22-01-2017-electronic-nicotine-delivery-systems-and-electronic-non-nicotine-delivery-systems-(ends-ennds)
World Health Organization. (2019). WHO launches new report on global tobacco use trends https://www.who.int/news/item/19-12-2019-who-launches-new-report-on-global-tobacco-use-trends
World Health Organization. (2020). Stop tobacco industry exploitation of children and young people https://www.who.int/news/item/29-05-2020-stop-tobacco-industry-exploitation-of-children-and-young-people
World Health Organization. (2021). WHO reports progress in the fight against tobacco epidemic https://www.who.int/news/item/27-07-2021-who-reports-progress-in-the-fight-against-tobacco-epidemic
Yeo, V. C. S., Goh, S.-K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150-162. https://doi.org/10.1016/j.jretconser.2016.12.013
Yoon, H. J., & Kim, Y. J. (2016). Understanding green advertising attitude and behavioral intention: An application of the health belief model. Journal of Promotion Management, 22(1), 49-70. https://doi.org/10.1080/10496491.2015.1107006
Zoccai, G. B., Carnevale, R., Sciarretta, S., & Frati, G. (2020). Electronic cigarette. European Heart Journal Supplements, 22(Supplement_E), E25-E29. https://doi.org/10.1093/eurheartj/suaa053
