Čimbenici konzumacije sushija u Hrvatskoj – primjena teorije planiranog ponašanja

master's thesis

• Title (english): Factors of sushi consumption in Croatia - an application of the theory of planned behavior
• Author: Maja Šimanović
• Mentor: Marina Štambuk (mentor)
• Committee member: Marina Štambuk (predsjednik povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Daniel Matulić (član povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Management and Rural Entrepreneurship); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj ovog istraživanja je utvrditi važnost čimbenika konzumacije sushija u Hrvatskoj koristeći teoriju planiranog ponašanja (TPB) kao konceptualni okvir kroz komponente stava, subjektivne norme i percipirane bihevioralne kontrole te utvrditi uspješnost predviđanja namjere konzumacije sushija na temelju stava, subjektivne norme i percipirane bihevioralne kontrole. Istraživanje je provedeno putem online anketne na uzorku od 626 sudionika. Statistička obrada podataka provela se korištenjem mjera centralne tendencije, analizom frekvencija, analizom korelacije i metodom višestruke regresijske analize u MS Office Excel-u te SPSS-u. Utvrđena je jaka pozitivna korelacija prediktora stava sa namjerom konzumacije sushija. Kod subjektivne norme i percipirane bihevioralne kontrole uviđa se slaba korelacija. Rezultati regresijske analize pokazuju da stav, subjektivna norma i percipirana bihevioralna kontrola objašnjavaju 55,8% varijance namjere konzumacije sushija. Stav se pokazao kao najjači prediktor namjere, a subjektivne norme su bile nešto slabiji. Percipirana bihevioralna kontrola nije se pokazala kao značajan prediktor namjere konzumacije sushija.

Abstract (english)

The aim of this study is to determine the importance of sushi consumption factors in Croatia using the theory of planned behavior (TPB) as a conceptual framework through the components of attitude, subjective norms and perceived behavioral control. The research was conducted through an online survey questionnaire on a sample of 626 participants. Statistical data processing was carried out using measures of central tendency, frequency analysis, correlation analysis and multiple regression analysis in MS Office Excel and SPSS. A strong correlation was found between the attitude predictors and the intention to consume sushi. In the case of subjective norm and perceived behavioral control, a weak correlation was found. The results of regression analysis show that attitude, subjective norm and perceived behavioral control explain 55.8% of variance of intention to consume sushi. Attitude proved to be the strongest predictor of intention, subjective norms were slightly weaker. Perceived behavioral control did not prove to be a significant predictor of sushi consumption intention.

• Keywords: namjera; stav; subjektivna norma; percipirana bihevioralna kontrola; teorija planiranog ponašanja; sushi
• Keywords (english): intention; attitude; subjective norm; perceived behavioral control; theory of planned behavior; sushi
• Language: croatian
• URN:NBN: urn:nbn:hr:204:621614
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2021-12-17 12:27:52