Extending the Theory of Planned Behavior to Examine University Students’ Purchase Intention Toward Near-Expired Products: The Role of Media Persuasion

Abstract

This study investigates the psychological and media-related mechanisms influencing university students’ purchase intention toward near-expired products (NEPs) by extending the Theory of Planned Behavior (TPB). Based on a survey of 504 students in China, structural equation modeling was used to test the relationships among attitude, subjective norm, perceived behavioral control, media persuasion, and purchase intention. The structural model equation results reveal that attitude, subjective norm, and media persuasion significantly predict purchase intention, whereas perceived behavioral control shows no significant effect. These findings confirm the applicability of TPB to sustainable consumption and highlight the crucial role of media communication in shaping pro-environmental purchasing decisions. Theoretically, this study enriches the TPB framework by integrating media persuasion as an external antecedent, offering a more comprehensive understanding of how media persuasion enhances consumers’ environmental awareness and behavioral motivation. Practically, the results provide valuable implications for policymakers, enterprises, and universities to design effective media campaigns and educational strategies that encourage responsible consumption and reduce food waste among young consumers.