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  • 1.
    Öhlén, Sandra
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
    Attityder och intentioner till minskad köttkonsumtion: En applikation av Theory of Planned Behavior och rättfärdiganden2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This thesis explores university students' intentions toward reduced meat consumption. Icek Ajzen's Theory of Planned Behavior (TPB), which indicates that conscious intentions are determined by the individual's attitudes, subjective norms and perceived behavioral control, was used in the construction of an electronic questionnaire answered by 200 students. Justification was introduced as a factor in addition to the TPB, in order to investigate the relationship between justification and the other factors. The results show that TPB was an applicable tool to explain intentions toward reduced meat consumption and that attitude was the most important predictor of intention, followed by subjective norm. Perceived behavioral control and justification made no significant contributions to explain intention. There were significant differences between men's and women's attitudes and intentions toward reduced meat consumption. The role of justifications in relation to the other factors is discussed.

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