Modeling Behavior Intention to Consume Crickets in South Korea
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Abstract
The objectives of this research were 1) to study the components of cricket consumption in South Korea, and 2) to develop the modeling behavior intention to consume crickets in South Korea. This research was the quantitative research. The sample group were 400 people living in South Korea, whom the ages of more than 15-year-olds. The tool used to collect data were the questionnaires, that had Cronbach's alpha at 0.85. The statistics used for data analysis include confirmatory factor analysis and structural equation model.
The results showed that 1) The modeling behavior intention to consume crickets in South Korea consisted of 6 components; attitude toward the behavior, personal influence, social media influence, perceived behavioral control, food neophobia, and intention to accept cricket consumption. 2) It is indicated that the developed program was consistent with the empirical statistics and consistent with the hypothesis. It was found that attitude toward the behavior (ATB), personal influence (PIN), social media influence (SMI), and perceived behavioral control (PBC) were found to have a positive influence on intention to accept cricket consumption (ICC) in South Korea at 0.05 significance. While food neophobia (FNP) had negative influence on intention to accept cricket consumption (ICC) in South Korea at 0.05 significance.
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