Introduction: The willingness to consume healthy foods has highlighted the growing importance of health, even more so when it comes to food choice, and predicting the willingness to consume foods of a healthy brand represents ...

The aim of the research is to examine the relationships between the following variables (a) Theory of Planned Behavior (TPB), composed of Attitudes (ATT), Subjective Norms (SN), and Perceived Behavioral Control (PBC); and ...

Introduction: This paper aimed to build a predictive model through an empirical study to examine the influence of environmental awareness (EA) on attitude (ATT) and perceived behavioral control (PBC), as well as to ...