Abstract
The Theory of Planned Behaviour (TPB) has been successfully applied in many behavioural contexts and reported extensively in literature. However, there is still no consensus in terms of the methodology for analysing data gathered from such studies. This paper examines the application of TPB within the context of women's use of dietary supplements, and critically examines the use of logistic regression, multiple regression and structural equation modelling techniques in this context.
| Original language | English |
|---|---|
| Title of host publication | Marketing in a changing world : scope, opportunities and challenges: Proceedings of the 31st EMAC Conference |
| Publication status | Published - 2002 |
Keywords
- theory of planned behaviour
- social theory
- subjective well-being
- healthy lifestyle
- marketing
- dietary supplements
- logistic regression
- multiple regression
- structural equation modelling
- data analysis