Lee, Kyung Hee; Bonn, Mark A.; Cho, Meehee - In: International Journal of Contemporary Hospitality Management 27 (2015) 6, pp. 1157-1180
Purpose – This study aims to investigate consumer choice motives for purchasing organic coffee by applying the Theory of Planned Behavior (TPB) approach and how those are influenced by different degrees of ethical concern and price sensitivity to gain a better understanding about consumer...