Abstract
The present study investigated the empirical relationship and significance
of perceived usefulness, normative belief, perceived information quality,
facilitating conditions, social norms, attitude, perceived behavioral
control, and behavioral plan to improve food security condition of people
living in the mountains of Azad Jammu Kashmir, Pakistan. The
moderating effect of nutritional self-control was also tested. This study was
descriptive in nature with a cross-sectional quantitative survey of sample
size 351. The Partial Least Square method (PLS-SEM) was used for data
analysis. Empirical findings showed the significance and causal linkage
between normative belief and perceived information quality with social
norms, attitude, and perceived behavioral control, which further showed a
positive association with a behavioral plan. However, there was a nonsignificant relationship between perceived usefulness, attitude, and
perceived behavioral control. Facilitating conditions were found to be nonpositively associated with social norms and perceived behavioral control.
Finally, the moderator effect of nutritional self-efficacy was found nonsignificant.
Muhammad Qaddafi Khan Wali , Arif Alam, PhD. (2022) Perspective Regarding Behavioral Intention Maintaining Food Security in District Haveli AJK, Journal of Behavioural Sciences, volume-32, issue 1.
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