Online citations, reference lists, and bibliographies.
← Back to Search

Theory Of Reasoned Action

Bonnie D. Belleau, Teresa A. Summers, Yingjiao Xu, Raul Pinel

Save to my Library
Download PDF
Analyze on Scholarcy Visualize in Litmaps
Reduce the time it takes to create your bibliography by a factor of 10 by using the world’s favourite reference manager
Time to take this seriously.
Get Citationsy
The approximately 60 million members of Generation Y are a major force in the consumer marketplace and represent a significant behavioral shift. To develop the broad, multifaceted advertising strategy necessary to reach them, more information is needed to characterize their purchase intentions. This study determines whether the theory of reasoned action can be used as a prediction tool in examining the purchase intention of a selected consumer group and product, Generation Y consumers and fashion merchandise made of emu leather. Respondents' attitudes significantly influenced their purchase intention: The more favorable the respondent's attitude, the higher the purchase intention. Subjective norm and other external variables had no influence on this group's purchase intention. The results partially support the theory of reasoned action as a prediction tool in examining purchase intention of a consumer product. This information is important to the emu leather industry, which may want to target Generation Y consumers.