Journal of Education, Society and Behavioural Science

Role of Product Factors that Shape Consumer Attitudes toward Organic Fruits and Vegetables: A TPB Approach

2026-06-03T07:52:07+00:00

Background: The global demand for organic fruits and vegetables is increasing due to rising health consciousness and environmental concerns. However, in emerging economies like India, adoption remains relatively limited due to cost barriers, accessibility constraints, and behavioural factors influencing consumer decision-making.

Purpose: This study explores how product attributes and behavioural factors influence consumer attitudes toward purchasing organic fruits and vegetables (OFV) in India. Despite rising interest in healthy and eco-friendly diets, the adoption of OFV remains limited. The research examines the effects of product price, quality, knowledge, and availability, alongside subjective norms and perceived behavioural control from the TPB (Theory of Planned Behaviour), to understand drivers of sustainable food choices.

Significance of the Study: This study uniquely integrates product-related attributes with psychological constructs from the TPB into a single empirical model. Unlike prior research that emphasised awareness or health motives, it highlights the combined role of product cues and behavioural factors in shaping consumer attitude toward OFV in India, offering context-specific evidence from a semi-urban retail environment.

Methodology: A quantitative design was employed, with data collected from OFV consumers in Aligarh, India. Constructs were measured using a structured questionnaire with a 5-point Likert scale. SEM with Amos tested the measurement and structural models, while CFA ensured validity and reliability. The sample comprised consumers familiar with organic products, ensuring informed responses.

Findings: Results show that product quality, knowledge, and availability significantly enhance consumer attitudes. SN and PBC also positively influence the role of social approval and ease of access. Price exerted a weaker effect, suggesting consumers prioritise authenticity and quality over cost. Overall, product attributes combined with TPB predictors effectively explain OFV purchase behaviour in India.

Practical & Policy Implications: The research offers concrete guidance for both marketers and policymakers to enhance the uptake of organic food ventures OFVs). Enhancing supply chain access, improving certification visibility, and delivering knowledge-based communication can reduce the attitude-behaviour gap. Emphasising quality, nutrition, and environmental benefits may attract value-driven consumers, while leveraging social influence through community initiatives and expert endorsements can broaden sustainable consumption practices.

Experiences of Distance Education Students with Online Information Literacy Instruction at the University of Health and Allied Sciences, Ghana

2026-06-15T13:07:18+00:00

Information literacy is the ability to find, evaluate, and ethically use reliable information to solve problems and create knowledge in academic and professional settings. This study explored the lived experiences of distance education students with online information literacy instruction at the University of Health and Allied Sciences (UHAS), Ghana, and examined the perceived challenges and learning benefits associated with this mode of instruction. A qualitative research approach was adopted, involving semi-structured interviews with 20 sandwich nursing students selected through purposive sampling. Data were analyzed using thematic analysis with NVivo software. The findings revealed that students generally perceived online information literacy instruction as structured, relevant, and beneficial for their academic and professional development. Four themes emerged regarding students’ experiences: exposure to structured but unevenly accessible instruction, reliance on blended learning and recorded materials, development of digital academic competencies, and the influence of clinical and community work environments. Challenges identified included poor internet connectivity, high data costs, limited access to digital devices, and competing professional responsibilities, which often disrupted participation in synchronous sessions. Despite these barriers, participants reported significant improvements in database searching, critical evaluation of information sources, evidence-based practice, academic writing, and confidence in using digital resources. The study concludes that online information literacy instruction plays a vital role in supporting distance learners’ academic success and professional growth. It recommends strengthening asynchronous learning opportunities, enhancing digital infrastructure, and providing continuous technical support to improve equitable access and learning outcomes.

Science Attitude as a Partial Mediator of Informal Science Learning and Biology Conceptual Understanding among Junior High School Students in Manay District, Davao Oriental

2026-06-18T10:22:28+00:00

This study examined the mediating role of science attitude in the relationship between informal science learning opportunities and conceptual understanding in biology among Grade 10 students in Manay North District, Davao Oriental. It specifically described students’ engagement in everyday and school-led science learning, their self-directed efforts and anxiety towards science, and their reported conceptual understanding in biology. A quantitative descriptive-correlational design with mediation analysis was employed. The participants were 110 junior high school students from five integrated schools, selected through universal sampling. Data were gathered using adapted, expert-validated and pilot-tested Likert-scale instruments that measured informal science learning opportunities, science attitude and conceptual understanding in biology. Descriptive results showed high levels of engagement in informal science learning opportunities (M = 4.08, SD = 0.60), science attitude (M = 4.02, SD = 0.47) and conceptual understanding in biology (M = 3.94, SD = 0.72). Correlation analysis indicated significant positive relationships among the three variables. Informal science learning opportunities were positively associated with conceptual understanding in biology, and science attitude was also significantly associated with conceptual understanding. Mediation analysis showed a significant indirect effect of informal science learning opportunities on conceptual understanding through science attitude (estimate = 0.179, p < .001). The direct effect remained significant (estimate = 0.552, p < .001), indicating partial mediation. These findings suggest that students’ attitudes towards science may help explain the association between informal science learning experiences and biology conceptual understanding. The study highlights the relevance of everyday and school-led science learning experiences in supporting students’ engagement with biology and indicates the importance of fostering positive science attitudes among junior high school learners.