Many studies have observed the involvement of stakeholders in farm to school (FTS) programming to further understand their role, yet no study had previously assessed the role of Utah farmers in FTS programming. As a result, the purpose of this research was to describe Utah farmers' role in FTS programming and their interest in institutional marketing of local foods. The researcher sent an online descriptive survey to 5,470 farmers belonging to the Utah Farm Bureau. The survey used Dillman's Tailored Design Method. Of the 184 survey responses received, 143 surveys were usable. The theory of planned behavior was the theoretical framework for the study. Respondents reported a positive attitude toward FTS programming, although a majority (83.6%) had not participated. They indicated that building relationships with community members and increasing awareness of local food were top benefits associated with FTS programming. Top barriers to participating in FTS programming included a lack of information about schools seeking to purchase local products and restriction of growing seasons. Respondents indicated that they intended to host farm tours for students and food service personnel. Their training and resource needs related to FTS programming included small business assistance. Demographics characteristics revealed a majority of respondents were male and had more than 22 years of farming experience. The subjective norm and perceived behavioral control components of the theory of planned behavior statistically predicted the intention of respondents to participate in farm to school programming. Theory components, including attitude, accounted for 67.2% of the variance in intention to participate in FTS programming. These findings suggest other influences contributed to the intention of respondents to participate in FTS programming. One future research recommendation for FTS programming includes conducting similar studies with different groups of farmers. The researcher recommends continued use of the theory of planned behavior as a theoretical framework for studies assessing involvement in FTS programming. Variables not included in this study may discover further influences on farmers' intention to participate in FTS programming. One recommendation is to increase outreach and marketing to farmers who may be interested in FTS programming.

Understanding the motives for sunbathing and indoor tanning is an extremely important public health issue. UV exposure via sunbathing and utilization of sun lamps and tanning beds are considered important risk factors for the development of skin cancer. Psychosocial models of UV exposure are often based on theories of health behavior, but theory from the body image field can be useful in understanding motives to UV expose as well. The current study examines models that prospectively predict sunbathing and indoor tanning behaviors using constructs and interrelationships derived from the tripartite theory of body image (Thompson et al., 1999), as well as those from the theory of reasoned action (Ajzen & Fishbein, 1980), health belief model (Rosenstock, 1974), revised protection motivation theory (Rogers, 1983), and a proposed integration of several health behavior models (Fishbein, 2000). The results generally support a model in which intentions mediate the relationship between appearance attitudes and tanning behaviors, appearance reasons to tan and intentions mediate the relationship between sociocultural influences and tanning behaviors, and appearance reasons not to tan and intentions mediate the role of perceived threat on behaviors. The implications of these findings yield important information relevant to the understanding of motives to UV expose, which can useful to the development of novel prevention and early intervention programs geared toward the reduction of skin cancer risk.

In the 21st century drug and alcohol abuse presents one of the most serious problems worldwide. Of particular concern is the strong relationship between drug use and crime. While law enforcement strategies, including incarceration, have been revealed to contribute little to break the vicious cycle of drug use and crime, substance abuse treatment has been shown to represent an effective form of intervention. Substantial research on the effectiveness of drug treatment has demonstrated the importance of motivation in predicting treatment retention and success. However, substance users are frequently coerced into therapy by external sources, including the criminal justice system, therefore, typically exhibiting little motivation to enter and remain in treatment long enough to overcome their substance addiction. Although past research investigating the effects of treatment-entry coercion indicates positive treatment results, the vast majority of these studies are seriously impeded by extensive conceptual and methodological problems, questioning the postulated value of coercion in substance abuse treatment. Following the call for a shift in the methodological focus of future studies made by some researchers, the author of the present study tested three models that were based on well-established theories. The first model was based on Self Determination Theory (SDT), a motivational theory, while the second model was based on the Theory of Planned Behaviour (TPB), an expectancy-value theory. The third model consisted of a combination of the two theories, which was argued to provide a more complete and comprehensive model than each theory on its own. The testing of the models allowed the exploration of the dynamic interplay and relationships between a number of variables including perceptions of coercion, motivation, perceived autonomy support, and behavioural intentions in an effort to explain and predict retention and treatment outcomes amongst drug and alcohol abusers. The study was conducted in two phases. Phase 1 involved the development of a 29-item instrument called the Perceived Coercion Questionnaire, which was designed to assess participants' perceptions of coercion to enter drug and alcohol treatment originating from six different sources. The scale was shown to be a valid and reliable measure of the coercion construct. Phase 2 involved the testing of the three models longitudinally by using a sample of 350 substance abusers from six therapeutic communities across Australia. Participants were asked to complete a battery of standardised measures within the first two weeks of treatment admission (Time 1), two months into treatment (Time 2), and at completion of the treatment program (Time 3). The models were tested cross-sectionally and longitudinally employing hierarchical multiple regression analysis. In addition, change scores were calculated to test whether changes in predictor variables would predict outcomes and changes in outcomes cross-sectionally and longitudinally. Analyses of Time 1 and Time 2 cross-sectional data revealed that the SDT model, compared to the TPB and the combined model, provided a better and more parsimonious account of the factors that influence outcomes in therapeutic community treatment. Given the complexity of the study, it was decided to resume the analysis by focusing on the investigation of the SDT model alone. To highlight some of the most important findings, results demonstrated that motivation was a key factor in the treatment and rehabilitation of substance users. As anticipated, intrinsic motivation was consistently predictive of retention and more positive treatment outcomes, while external motivation and amotivation were associated with more negative outcomes. Results also revealed that clients who entered treatment as the result of a legal mandate experienced substantially higher levels of legal coercion compared to clients who entered treatment voluntarily. Legal coercion, in turn, was found to exert a negative impact on substance users' motivation for treatment, thereby indirectly resulting in more negative treatment outcomes. In contrast, self coercion (i.e., feelings of pain and suffering) and health-related pressures seemed to facilitate the development of a more intrinsic motivational attitude towards treatment. Besides, perceptions of competence and control in relation to the therapeutic regime emerged as consistent and important predictors of motivation and treatment outcomes. Finally, findings suggested that treatment staff who employed more autonomous and non-coercive strategies that guided substance users through the change process directly influenced individuals' treatment motivation and thereby facilitated more positive treatment outcomes. In sum, findings provided support for the usefulness of the SDT model in predicting dropout as well as processes and outcomes in therapeutic community drug and alcohol treatment. Implications for residential substance abuse treatment were discussed, as well as the strengths and limitations of the study. The discussion concludes with implications for practice and suggestions for future research.

<p>The purpose of this thesis was to increase the understanding of Swedish consumers’ attitudes and purchase intentions of functional food for marketers by using the Theory of Planned Behavior (TPB). It was discovered that previous research conducted in Sweden concerning functional food centered largely on motivational factors for adoption, and perception of the health claims made by these products; however there was a lack in research concerning purchase intentions and a use of theory to evaluate both attitudes and purchase intentions.</p><p>Both qualitative and quantitative research methodology were utilized in this thesis. The qualitative research data consisted of 14 short interviews designed to elicit beliefs about purchasing functional food. The quantitative research data was gathered using a questionnaire specifically designed for the Theory of Planned Behavior (TPB). A total of 257 responses were received from students, employees, and members of the general public.</p><p>The results from the questionnaire revealed that Swedish consumers had slightly positive attitudes towards purchasing functional food and neutral intentions to purchase functional food. The results from the interviews revealed that amongst other things, Swedish consumers believed that functional foods provide beneficial health benefits, but they are quite expensive. Doctors and family were viewed as important when considering the purchase of functional food. And price and knowledge were viewed as controlling factors of whether or not these foods were purchased.</p><p>The results provided by this thesis will be helpful to marketers of functional food as they plan marketing related activities aimed at Swedish consumers</p>

A key role of public relations is to manage crises, unexpected yet unpredictable events that cause emotional and physical harm (Coombs, 2007). Among the challenges in handling a crisis effectively is dealing with the various media in which information is presented. Because the use of social media in a crisis is a relatively new phenomenon, further understanding of the challenges and opportunities of these media is warranted. Part of meeting this challenge requires precise modeling of consumer responses to safety messages. To remedy gaps in our understanding of social media and food safety crisis communications, consumer intent to comply with a food safety message was evaluated within the framework of the Theory of Planned Behavior (TPB; Ajzen, 1991). Superimposed on the TPB intention model were possible moderator variables of message source (professional versus user-generated) and message reliability (confirmed versus unconfirmed information). Three focus groups provided background for the construction of a research instrument according to guidelines specified by Francis, Eccles, Johnston, Walker, Foy, et al. (2004). A 2x2 experimental design with four scenarios (message source x reliability), and realism checks of the scenarios were conducted. A pilot test with 130 undergraduate university students preceded administration of the instrument to a representative U.S. consumer panel of 400 participants. Results indicated that intent to comply with a food safety message was higher in response to messages in professional sources than in user-generated sources, but that the majority of this effect could be explained by participant age, which in turn predicted use of social media. Message reliability did not affect intent to comply—confirmed and unconfirmed messages had similar effects on intent to comply. All aspects of the TPB were confirmed by the current results with the exception of perceived behavioral control, which was so consistently strong that it was unable to predict variations in intent to comply with a food safety message. Consequently, the current data support the Theory of Reasoned Action (TRA; Fishbein & Ajzen, 1975) rather than the TPB. Implications of the results for public relations and crisis communications, limitations of the study, and recommendations for future research are discussed.

The study examines the phenomenon of purchasing locally produced foods in retail grocery stores. Theoretical foundations from the theory of planned behavior and from the stimulus-organism-response framework were used to support and test a model that hypothesized relationships between attitude, subjective norms, perceived consumer effectiveness, perceived product availability, intention to purchase, store atmospheric responsiveness, price consciousness, and extent of purchase behavior in a retail grocery setting. An online survey methodology was used to collect 600 responses across the United States. A two-step approach to structural equation modeling was used to test the relationships. Confirmatory factor analysis with measurement model development supported the hypotheses of store atmospheric responsiveness as a multidimensional construct reflected in four specific dimensions (1) product assortment responsiveness, (2) display factors responsiveness, (3) customer service responsiveness, and (4) store promotions responsiveness. The construct of perceived consumer effectiveness (PCE) was found to highly correlate with attitude and PCE was subsequently dropped as an independent latent construct. Results from analysis of the fitted structural model indicated that attitude and perceived product availability were significant positive indicators of intention to purchase, while subjective norms indicated a significant negative relationship to intention to purchase. A significant positive direct effect between intention to purchase and extent of purchase and a significant positive indirect effect through that of store atmospheric responsiveness was found, suggesting that store atmospheric responsiveness partially mediates the relationship. Consumer price consciousness was found to not significantly moderate the relationship between intention to purchase and extent of purchase. From the results, academic and managerial implications were suggested. For future research directions, four distinct categories emerged; they included (1) a focus on store atmospherics, specifically store atmospheric responsiveness when shopping for locally produced foods, (2) analysis of group differences between shoppers of locally produced foods, (3) category analysis of locally produced food items, and (4) research on the pricing of locally produced foods.

Efforts to reduce the United States’ dependence on foreign petroleum encourage the production of fuels from bioenergy crops. Recent energy mandates have therefore “opened doors” for alternative feedstock sources for ethanol production. Switchgrass is a candidate feedstock. Under the University of Tennessee’s Biofuels Initiative, the University of Tennessee, partnering with DuPont-Danisco Cellulosic Ethanol LLC, contracted for the production of switchgrass with local farmers to guarantee biomass feedstock supply for an ethanol conversion research facility. This study used methods borrowed from the social psychology literature in combination with economic theory to analyze factors influencing switchgrass farmers’ intentions to continue growing switchgrass after contracts with the granting agent expired. Understanding what motivates producers to make long term commitments to switchgrass production as an energy crop may be important information for private investors who will rely on a fixed supply of switchgrass. A probit model was used to determine the factors affecting producers’ intentions to continue producing switchgrass after their contract expires. Results suggest that community perceptions about the production of switchgrass as a dedicated energy crop may have an important impact on farmers’ intentions to make a long-term commitment to produce switchgrass. Therefore, educating and involving community and extension personnel may have a positive impact on farmers’ decisions to make long-term commitments to grow switchgrass as a dedicated energy crop.

Syftet med föreliggande studie var att undersöka sambandet mellan elevers attityder, subjektiv norm, upplevd kontroll, intentioner, rättfärdiganden, motivation samt självvärdering i relation till benägenhet att fuska eller att avstå från att fuska. The theory of planned behavior (Ajzen, 2006) har använts som teoretisk modell för en enkätundersökning med 122 elever i grundskolans årskurs 9 och i gymnasieskolans årskurser 2–3. Resultatet av studien visar att intentionen att utföra ett beteende, som i denna studie är fusk, är den viktigaste prediktorn för beteendet i fråga. I föreliggande studie har även kunnat styrkas att rättfärdigande av eget fusk har en avgörande roll vad gäller beteende och intention. De övriga variablerna har en viss betydelse med inte i lika hög grad som intention och rättfärdigande.  Resultatet av studien har diskuterats utifrån intentionen och rättfärdigandets starka samband med beteendet.

The purpose of this thesis was to increase the understanding of Swedish consumers’ attitudes and purchase intentions of functional food for marketers by using the Theory of Planned Behavior (TPB). It was discovered that previous research conducted in Sweden concerning functional food centered largely on motivational factors for adoption, and perception of the health claims made by these products; however there was a lack in research concerning purchase intentions and a use of theory to evaluate both attitudes and purchase intentions. Both qualitative and quantitative research methodology were utilized in this thesis. The qualitative research data consisted of 14 short interviews designed to elicit beliefs about purchasing functional food. The quantitative research data was gathered using a questionnaire specifically designed for the Theory of Planned Behavior (TPB). A total of 257 responses were received from students, employees, and members of the general public. The results from the questionnaire revealed that Swedish consumers had slightly positive attitudes towards purchasing functional food and neutral intentions to purchase functional food. The results from the interviews revealed that amongst other things, Swedish consumers believed that functional foods provide beneficial health benefits, but they are quite expensive. Doctors and family were viewed as important when considering the purchase of functional food. And price and knowledge were viewed as controlling factors of whether or not these foods were purchased. The results provided by this thesis will be helpful to marketers of functional food as they plan marketing related activities aimed at Swedish consumers

Swedish households are getting deeper in debt and house prices keeps on rising. This is what happened in USA and it was one of the major causes of the recent financial crisis. To avoid a similar crisis in Sweden we think one part of the solution is to make sure that those who are students today and soon will get jobs, buy houses, take loans etcetera have necessary knowledge to do so. Students’ saving is an area that almost completely lacked researchers’ attention, and one goal with this thesis is to point out why it’s an important subject and to increase interest among other researchers. We want to give other researcher a foundation to start from, to give an idea of what students saving looks like, so they can continue to explore this important subject. Our research is using theories developed on private saving in American households as a background, and two psychological theories, The theory of planned behavior by Ajzen (1991) and Self-determination theory by Deci and Ryan (2000) as a foundation. This thesis primary focus is on researching students attitude towards saving, students attitude towards stocks and students motivation towards saving. This is researched by distributing a Likert Scale based questionnaire to two groups, business students and technical energy students, a total of 133 students. The answers were collected in two classrooms and all students agreed to fill in the questionnaire leaving us with no non-response bias. The result was very positive and quite surprising. A majority of the students in our study have a positive attitude towards saving, a slightly positive attitude towards stocks and they are motivated to save. Our conclusion is that although the result is positive students saving and students knowledge about saving can be further improved by more education.