Hello!
I am currently preparing a research for my Masters Dissertation using Theory of Planned Behaviour as a framework. The aim of the research is to analyse the role of political views on consumers' intention and actual behaviour regarding green products and Green Marketing practices.
Theory of Planned Behaviour states that three main variables are predictors (attitude, behavioural control and subjective norm) and these predict intention and actual behaviour - actual behaviour is the outcome.
Now, in my model I have added political views as an additional variable. They affect the outcome (actual behaviour) and also determine predictors - for example liberals' attitude towards eco-friendly products is generally better. Thus, my question is: are political views a moderating variable in this case? If not, what are they? How to fit them into the model?
Sorry if this question seems basic, but this is the first time I'm doing such a research. Many thanks for your answers guys and I wish you all the best!
Hello Mateusz Skrzynecki, in my opinion, the "political views" is a moderating variable as it will act upon the relationship between your three main variables (attitude, behavioural control and subjective norm) and changes its direction or strength in terms of the actual behaviour as your outcome.
But you need to check with your supervisor as well.
I think you habe two options:
You can use two independent variables, which are: 1- Planned behaviour. 2- Political views.
The second option is to use the (Political views) as a moderator.
you need to find that whether attitude, behavioural control and subjective norm are second order construct or treat them individually in the model.
First of all I don't know how to incorporate political views in the context of green consumption. Its in itself looks unrelated ideas. You need to check that first through literature.
Positing mediation is always based on literature. For Moderator, the concept is very doubtful.
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