Consumer purchase intention using recent action theory, social value, and emotional value toward purchasing healthy foods in Pekanbaru and Yogyakarta

This study aims to research healthy foods utilizing the theory of reasoned action and including factors such as social and emotional value. The idea of research study is to determine whether there is a positive relationship between social values attitude and subjective norms, emotional values toward subjective norms and attitude, attitude toward buy intention, and subjective norms toward purchase intention. This research used the quantitative approach and the program used in data processing to find findings from the data, AMOS SEM. The population consists of people in Yogyakarta and Pekanbaru, with a non-probability sampling sample and a number of samplings of 303 respondents. The method employed for collecting data entails utilizing a questionnaire that has undergone rigorous testing to establish its validity and reliability. Finding shows that all hypothesis was accepted. It means there was a positive relationship for each variable toward healthy foods. The findings indicated that all the relationships between the hypotheses were positive, which could be evaluated based on the minimum score. If the value of C was larger than R and the accompanying P-value was less than 0.05 but more significant than 1.96, the association was declared positive. © 2023 by


Introduction
The effects of rapid population growth affect the role of food consumption, which can contribute to serious environmental problems. Reisch et al. (2013) In relation to food production and consumption, various issues have been identified such as climate change, water pollution, soil degradation, water eutrophication, and soil loss. Food consumption is responsible for a significant proportion of global water usage and contributes to about one-fifth of greenhouse gas emissions (GHG). Despite the progress made in various fields, the issue of food insecurity and limited access to safe and sufficient drinking water remains a significant challenge affecting approximately 800 million people worldwide. This underscores the urgent need for decisive and impactful interventions to address the problem (Millstone & Lang 2008). Additionally, empirical evidence indicates that between 1 to 1.5 billion people are affected by overweight and obesity, with a rising trend observed in many regions, mainly due to dietary shifts towards sugar, animal protein, and trans fats. These trends represent a public health concern that requires scientific scrutiny and innovative strategies to mitigate the negative impacts on human health and well-being. Biswas & Roy (2015) the widespread impacts include global warming, natural degradation (soil, air, and water), ozone depletion, and life-threatening health risks. Ordinary household consumption practices also add considerably to the deterioration of the environment. Individuals' unsustainable spending is a primary cause of soil degradation. (Chekima et al. 2016). 100 environmentally friendly activity (Aschemann et al., 2014;Roberts, 1996). Environmental protection has been an important issue in most parts of the world, as renewable energy is needed in the future in order not to pollute the environment. Customers can prevent the decline of species, including flora and fauna, especially endangered species. perspective, according to Chen and Chang (2012), customers are paying more interest in increasing environmental worries, and their choices may represent how they feel toward environmental preservation.
That is why this research study is conducted to investigate whether social value and emotional value is positively related to attitude and subjective norms and whether the attitude and subjective norms are positively related to purchase intention. The hypothesis will be analyzed by using AMOS SEM as the data analysis. The Theory of Reasoned Action, created by Martin Fishbein and Icek Ajzen in 1967, was used to evaluate. The goal of this theory is to describe the connection between sentiments and behavior in the context of human behavior. To put it simply, TRA aims to understand individual voluntary behavior by examining the underlying basic motivation to act.

Literature Review Theoretical and Conceptual background
The Theory of Reasoned Action, the modification of the Theory of Planned Behavior, TRA model was proposed in 1975 by Fishbein and Azjen is a cognitive theory that assists psychologists in understanding how people behave in certain settings. This theory suggests that a person's health behavior is determined by their intention to perform the behavior. Human behavioral intentions (behavioral intentions) are predicted by 1) attitudes toward behavior and 2) subjective norms about behavior. Subjective norms were the outcome of a person's observed social and behavioral management. Positive attitudes and subjective norm, in general, contribute to a greater perception of control, making intention more likely to drive behavioral change. These are variable necessary

Social Value
Social Value refers to mutual behavior among individuals which is not tied to individual beliefs via a selection of products and services and consists of social images, character displays, and social self-concepts (Sweeney and Soutar, 2001;Sangroya and Nayak, 2017). Social value is described as the ability to establish and sustain relationships with other consumers, as well as communicate and engage with them Dholakia et al. 2004).

Emotional Value
Emotional value were define as the "perceived utility arising from a surrogate's capacity to generate attention, allow for change, and satisfy a need for knowledge to encourage the purchase of products and services (Sheth et al., 1991 ;Sweeney and Soutar, 2001). According to these investigations, specific emotional requirements might be perceived as sensations of relief and pleasure. Emotions are increasingly recognized as a crucial influence at all stages of the purchasing process. The necessity of combining emotive dimension models established to measure perceived value is emphasized by researchers (Hennigs et al. 2013).

Subjective Norms
Specifically, regarding subjective norms, Ajzen and Fishbein (1980) described Subjective standards can be described as the perceived pressure exerted by others, such as neighbors, acquaintances, and coworkers, who engage in the behavior of interest and have either a direct or indirect influence on the people behavior. Roca et al (2006) defined subjective norms as "personal perceptions" known to service users and affected by significant persons such as relatives, colleagues, and coworkers. Another definition by Ajzen and Fishbein (2005), A subjective norm is viewed as societal pressure to participate in a behavior that is based on standard beliefs or individual opinions toward others.

Attitude
Attitudes are defined by Bohner and Dickel (2011) as the judgment of thinking objects. Attitude objects are items, objects, people, groups, and ideas that people hold in their heads, ranging from the commonplace to the abstract. It encompasses everything. According to Albarracin and Shavitt (2018), A transition from one evaluative group to another is described as attitude change. (e.g., favor to higher favor or disfavor). This pattern can happen whenever people gather knowledge in order to form an opinion toward an idea.

Purchase Intention
The perceived value refers to the consumers' overall estimate of the utility of the product based on their perspective (Zeithaml, 1988). It exists in the objective consumption of consumers (Steenkamp and Geyskens, 2006). Morwitz et al. (2007) propose that Purchase Intention can serve as a useful tool for evaluating the effectiveness of a distribution channel. By assessing consumers' willingness to purchase a product or service through the channel, managers can determine whether the concept is worth pursuing and identify specific regions and customer segments that are most likely to respond favorably. This approach can aid in making informed decisions about the allocation of resources and the targeting of marketing efforts to maximize the channel's potential for success.

Social value to Attitude and Subjective Norms
In this context, Salazar et al. (2012) looked into "herd behavior," a kind of conduct in which people imitate and follow others. It is discovered that herd behavior, a type of social influence that does not entail direct customer connection in the form of information sharing, significantly influences attitudes toward sustainable consumption. Similarly, Aagerup & Nilsson (2016) discovered that social identification is a significant factor in determining green consumption. "The individual's knowledge that he (or she) belongs to particular groups along with some emotional and value importance to him (or her) of the group membership," is how social identity is defined (Tajfel 1972 pp,32). In other words, symbolic and social values have been discovered to be crucial in determining how people feel (attitude) about purchasing environmentally friendly goods (Bartel and Hoogendam, 2011). Two hypotheses are proposed as follows: H1. Social value is positively related to with attitudes toward purchasing healthy products H3. Social value is positively related to subjective norms toward purchasing healthy products

Emotional Value to Attitude and Subjective Norms
In order to increase customers, trust in a product, customers with positive emotional values will make pleasurable and responsive judgments when making purchases (Suki, 2016). In this case, emotional values significantly and favorably affect attitudes (Choe & Kim, 2019;Rousta & Jamshidi, 2019). In contrast, Rahnama (2017) found different results. Consumer emotions, whether positive or negative, differ between people and situations and have an impact on purchasing decisions. Consumer behavior in the past can predict future feelings and, eventually, purchasing intentions. When consumers choose or use green products instead of conventional ones, they feel pleased, contented, well-being, and pleasure. The result of the research has shown that these emotional values influence people's consumption of organic foods. Prior studies supporting green consumption habits are Wen and Noor (2015), Kanchanapibul et al. (2014), Lin and Huang (2012). Two hypotheses are proposed as follows H2. Emotional value is positively related to attitudes toward purchasing healthy products H4. Emotional value is positively related to subjective norms toward purchasing healthy products

Subjective Norms and Purchase Intention
Using the established theory of planned behaviors, Graham-Rowe et al. (2015) predicted a decline in food waste among families. The findings revealed that the expanded model matched a significant percentage (64%) of the diversity of intention, with attitude, subjective standard, perceived behavior control, self-identity, and expected remorse emerging as key linear predictors. Thus, H5 is proposed as follows: H5. Subjective norms are positively related to purchase intention toward purchasing healthy products

Attitude to Purchase Intention
According to Kumar and Smith (2017), attitudes toward buying local food were significantly predicted by factors including concern for local economies, environmental awareness, and awareness of health. Additionally, it was shown that attitudes toward local cuisine and subjective standards had a considerable impact on local food purchases. The final H6 is proposed as follows: H6. Attitudes are positively related to purchase intention toward purchasing healthy products

Research and Methodology Validity and Reliability
Validity test in this study used the CFA (Confirmatory Factor Analysis) tool which part of AMOS. The variable indicator is said to be valid if the estimate value is >0.50, but if the result is <0.50 then the result is invalid (Ghozali, 2017).  Ghozali (2017), To establish the trustworthiness of a test, it is essential to examine the construct reliability score, with a value greater than 0.7 generally considered reliable. The present study reveals that all five study variables have C.R values exceeding 0.7, indicating high levels of construct reliability in the test outcome. These robust findings offer compelling evidence that the test is consistent, precise, and valid in measuring the constructs of interest. Based on these findings, it is possible to infer that the complete research instrument is reliable enough to be used in this study.

Confirmatory Factor Analysis
Confirmatory factor analysis (CFA) is a statistical method within the framework of structural equation modeling (SEM) that is widely used in social science research. CFA is employed to test the extent to which the observed data align with hypothesized causal relationships between latent factors and their observed indicators. These hypothesized relationships are based on a priori theoretical assumptions, and CFA is used to assess the degree of fit between the observed data and the theoretical model. In this way, CFA is a powerful tool for evaluating the construct validity of measurement instruments and for verifying the conceptual framework underlying a given research domain.

Analysis and Findings
The Normality test is an essential statistical analysis that involves using the z value or critical ratio (C.R) on the AMOS output to evaluate the normal distribution of data. Ghozali (2017) states that a critical value of ± 2.58 is commonly used at a significance level of 0.01 to assess whether a data set adheres to a normal distribution. This critical value can be used to determine whether the sample data deviates significantly from a normal distribution, which is a key assumption in many statistical tests. If the sample data falls outside the range of ± 2.58, it suggests that the distribution is not normal, and further analysis may be necessary to understand the underlying data distribution.
This rigorous testing approach provides compelling evidence for the validity and reliability of the results obtained. By utilizing these accepted scientific methods, researchers and practitioners can have confidence in the accuracy and relevance of their findings.

Outliner Evaluation
The AMOS Mahalanobis Distance is a powerful tool for identifying multiple anomalies during data analysis. By applying parameters at the p 0.001 level, Ghozali (2017) notes that the sign is 16, and the resulting value of 39.25 indicates that any data or instance with a value exceeding 39.25 should be classified as a multivariate anomaly.
Upon analysis of the processed data, it has been observed that there is no recorded value exceeding 39.52. This finding suggests that the data does not contain any extreme values or outliers that may significantly affect the overall results. Thus indicating that there are no outliers present in the data. These results provide robust evidence for the accuracy and validity of the analysis conducted. It is essential to adhere to these scientific methods to ensure that research outcomes are reliable and trustworthy. Therefore, researchers and practitioners can be confident in the integrity and credibility of their research outcomes when using the AMOS Mahalanobis Distance to evaluate multivariate anomalies.

Path Diagram
Following the development of theoretical model, the prototype is organized in the form of a schematic to make is simpler to identify the causality linkages to be evaluated. The correlation between construction will be represented in a schematic by arrows. The straight arrows indicate the constructions direct link to another construct. A structural model a measurement of the connection between variables in SEM 104

Goodness of Fit
one of the primary purposes of SEM is to determine how well the model that was suggested "fits" or matches the data from the sample. The goodness of fit findings is shown in the table below: Based on the goodness of fit, Chi Square, Probability test, CMIN/DF is an unfit model and RMSEA, GFI and AGFI are marginal fit models. Next, the Model Modification model is carried out using Modification Indices.

Interpretation and Modification Model
The model modification in this research extends the theoretical framework proposed by Arbuckle (1996), which suggests using the Modification Indices produced by AMOS to adjust the model.

Discussion
After conducting hypothesis testing and analysing the research data, the subsequent discourse can be summarized as follows.

Social value is positively related to attitudes toward purchasing healthy products
The anticipated parameter value for the coefficient of standardized regression weight is 0.208, and the CR value is 2.573. This illustrates how Social Value and Attitude have a positive relationship. This implies that attitudes such as "buying the healthy product was a valued conduct" had an impact on the connected items on social value, such as "buying healthy products makes me social approval upon examination of the association between the two variables, it was found that the p-value was 0.010 (p<0.05), suggesting that the observed between variable was statistically significant. The statement "Social Value has a positive and large influence on Attitude" (H1) is therefore supported.
Emotional value is positively related to attitudes toward purchasing healthy products The normalized regression weight coefficient is expected to be 0.386, and the CR value is 4.812. The findings suggest a positive relationship between Emotional Value and Attitude, indicating that an increase in emotional value is associated with a more positive mindset. The statistical analysis revealed a significant p-value of 0.000 (p<0.05) when examining the connection between these two factors, further indicating the importance of this relationship. Hence, based on the results of the analysis and testing of the data, it is reasonable to deduce that hypothesis (H2), "Emotional Value has a positive and significant influence on Attitude," is supported by the data.

Social value is positively related to subjective norms toward purchasing healthy products
The third hypothesis is supported by the data, with a composite reliability (CR) value of 9.835 and a predicted parameter value of 0.600 for the normalized regression weight coefficient. The analysis of the data suggests a direct and favorable correlation between the perceived social value of a behavior and an individual's subjective norms, which implies that the degree to which someone perceives a behavior to be socially significant may affect the extent to which they feel social pressure to engage in that behavior. These findings are of significant relevance for marketers and decision-makers who wish to employ social norms to influence consumer behavior in a meaningful way.
It implies that the greater the Social Value, the greater the Subjective Norms. The p-value of 0.000 (p 0.05) shows that there is a statistically significant relationship between the two factors. As a consequence, the hypothesis (H3), "Social Value has a positive and significant influence on Subjective Norms," is validated.

Emotional value is positively related to subjective norms toward purchasing healthy product
Concerning the fourth hypothesis, the CR value indicates 2.928, and the normalized regression weight coefficients' expected parameter value is 0.137. These results suggest a favorable correlation between Subjective Norms and Emotional Value. These findings are crucial because they shed light on how emotional value can influence individuals' perceptions of social pressure to engage in a particular behavior. Specifically, they suggest that emotional factors play a significant role in shaping subjective norms, which, in turn, can affect an individual's purchase intention. . This means that as Emotional Value increases, so do Subjective Norms. The p-value for testing the relationship between two variables is 0.000 (p 0.05), indicating that the connection is important. As a consequence, (H4) is acknowledged, which states that "Emotional Value has a positive and significant influence on Subjective Norms."

Subjective norms are positively related to purchase intention toward purchasing healthy products
The study reveals a scientifically valid and convincing association between Attitude and Purchase Intention. The predicted parameter value of the normalized regression weight at 0.321, along with the CR value of 4.145, provide compelling evidence of a positive relationship between the two variables. This suggests that as Attitude increases, so does the likelihood of Purchase Intention. The significant p-value of 0.000 (p < 0.05) obtained from the association test confirms that the relationship is not due to chance. Therefore, hypothesis H5, which asserts that "Attitude has a positive and significant impact on Purchase Intention." These findings have significant implications for marketers and decision-makers looking to influence consumer behavior through Attitude.

Attitudes are positively related to purchase intention toward purchasing healthy product
The results of the study provide compelling evidence for a strong and favorable correlation between Subjective Norms and Purchase Intention. The predicted parameter value of 0.328 and CR value of 3.411 demonstrate that people's perception of social pressure significantly impacts their intention to make a purchase. In other words, the more an individual feels influenced by social norms, the more likely they are to make a purchase. The probability value of 0.000 (p < 0.05) obtained from the association test indicates that the relationship is not due to chance, which confirms hypothesis H6. This hypothesis states that "Subjective Norms have a positive and substantial influence on Purchase Intention." These findings are crucial for marketers and decision-makers who can use social norms to steer consumer behavior in the desired direction in a scientifically backed manner.

Conclusion
There are six hypotheses proposed in this research in this research study. The research findings reveal that; social values have a positive impact on attitudes and subjective norms; emotional values produce similar results, namely a positive influence on attitudes and subjective norms; attitude influences purchase intention; and subjective norms have a positive effect on purchase intention.
Previously, the findings for Chi-square, significant probability, and CMIN/DF were not fit, but RMSEA, GFI, and AGFI produced marginal results, requiring the use of modification indices by adding lines to obtain fit results.
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study. Data Availability Statement: The data presented in this study are available on request from the corresponding author. The data are not publicly available due to restrictions.

Conflicts of Interest:
The authors declare no conflict of interest