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According
to the research model in the field of acceptance of Muslims toward Halal
Chinese food, Triandis’ Theory of
Interpersonal Behaviour (TIB) (Triandis, 1980)  is applied
into this as the theoretical framework for ours research study. TIB is the
model has a similarity with the TPB (theory of planned behaviour) and TRA (theory
of Reasoned Action) that assume the relationship of attitude intention.  The intentions
of performing a particular behaviour are a function of the perceived
consequences, social factors and affect (Chang & Cheung, 2001). In the year of 1977, Harry Triandis has
argued that Theory of Interpersonal Behaviour is more complete of choice
behaviour model than other similar model in the social psychology included
Rosenberg (1956) and Fishbein (1975) model of attitudes ( Triandis, 1977). The Triandis model is more
complex, since it views behavior as determined by intention, habit and
facilitating conditions (Al-Khaldi and Olusegun, 1999; Bergeron et al. , 1995;
Karahanna and Straub, 1999; Probst et al. , 1999) TIB assume that the probability of performing an act is the function of
habits, intention to perform the act, and facilitating conditions (Stern, 2000). Triandis model provides a more realistic view of how
consumers make choices among product types and brand names as well as provides
the marketer alternative mechanisms with which to influence consumer choices
other than by persuasive communications (Sheth, 1982) . TIB also allows for additional variables, in this research, Islam law is
added act as other factors that are likely to influence religious consumers to
accept or not to accept products.

An attitude is a psychological
trend that expressed by evaluate a particular entity with some of the degree of
like or dislike (Eagly and Chaiken, 1995). Attitude is directly related to behavioural intention and
adoption because people will only intend to perform behaviour for which they
have positive feelings (Han, Harkke, Mustonen, Seppanen, & Kallio, 2005). Attitudes
consist of beliefs and of the evaluation of outcomes (Triandis, 1977).
Behaviour change is more likely if people can rely on the benefits of their new
behavior to be more significant than its harmful effects. Further, people are
ready to change their behaviour if they can be sure that the new behaviour will
prevent problems in the future. Uncertainty prevents behaviour change
(Weinreich, 1999). ).. However, a discrepancy between attitudes and behaviour
has been identified in several studies (e.g. Blake, 1999; Diekmann &
Preisendörfer, 2003; Jurin & Fortner, 2002; Kollmuss & Agyeman, 2002).

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Social
factor include norms, roles and self-concepts. Norms are social rules about
what should and should not be done (Triandis, 1977). Therefore a sense of good
and bad plays a role in decision making (Frank, 1992; Klöckner & Preißner,
2006).

Habits
and routines guide our behaviour more than conscious choices (Stern, 2008),
because they are often automatic functions (Bargh & Chartrand, 1999). Even
if behavioural routines are relatively hard to modify, they can be changed
(Maio et al., 2007). The influence of habits increases over time, and the more
often behaviour is repeated, the more automatic and less deliberative it
becomes.

Facilitating
conditions include contextual factors such as legal and regulatory
requirements, material costs and rewards, and encouragement.

 

Emotional
responses to a decision are supposed to be distinct from rational evaluations
of consequences (Triandis, 1977). Perceived consequences are posited to
directly affect intention, not mediated by an affective (attitudinal)
component. Triandis (1982) held that, in some cultures, the C component would
dominate in certain decision-making situations. Some evidence for direct
influence of expectations on intention has been documented (Bagozzi, 1982). 

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