Abstract This study examines the moderating effects of perceived communication, satisfaction and trust on the intention-behaviour gap and the perceived behavioural control (PBC)-behaviour gap in the theory of planned behaviour (TPB) model, using a quantitative research method. A nationwide panel-only online survey was conducted, resulting in 1011 usable responses from organic food consumers in Australia. Data were analysed statistically using SPSS v.25 and SmartPLS 3 software, and the hypotheses were tested using the partial least squares-based structural equation modelling (PLS-SEM) technique. The findings confirm that perceived communication, satisfaction and trust positively and significantly enhance purchase behaviour and lessen gaps in the intention-behaviour and PBC-behaviour relationships in the TPB model. This study also validates the TPB model and finds statistically significant results in support of all of its 14 hypotheses. It is the first such study to examine the intervention efficacy or moderating effects of perceived communication, satisfaction and trust on the intention-behaviour and PBC-behaviour gaps in the TPB model. Examining the mediational effect of behavioural intention in the TPB model and including the Australian context are among its other contributions. Organic food producers and marketers aiming for sustained, positive changes in consumer behaviour are encouraged to consider the findings and implications of this study.

中文翻译：

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计划行为理论中的意图-行为差距和感知行为控制-行为差距：沟通、满意度和信任在有机食品消费中的调节作用

摘要 本研究采用定量研究方法，考察了感知沟通、满意度和信任对意图-行为差距和感知行为控制（PBC）-行为差距的计划行为理论（TPB）模型的调节作用。进行了一项全国性的仅限小组的在线调查，产生了来自澳大利亚有机食品消费者的 1011 份可用回复。使用 SPSS v.25 和 SmartPLS 3 软件对数据进行统计分析，并使用基于偏最小二乘法的结构方程建模 (PLS-SEM) 技术检验假设。研究结果证实，感知沟通、满意度和信任积极且显着地增强了购买行为，并缩小了 TPB 模型中意图-行为和 PBC-行为关系的差距。这项研究还验证了 TPB 模型，并发现了支持其所有 14 个假设的统计显着结果。这是第一个这样的研究，以检查感知沟通、满意度和信任对 TPB 模型中意图-行为和 PBC-行为差距的干预效果或调节作用。在 TPB 模型中检查行为意图的中介效应并包括澳大利亚的背景是其其他贡献之一。鼓励旨在持续、积极改变消费者行为的有机食品生产商和营销商考虑本研究的发现和影响。对 TPB 模型中意图-行为和 PBC-行为差距的满意度和信任。在 TPB 模型中检查行为意图的中介效应并包括澳大利亚的背景是其其他贡献之一。鼓励旨在持续、积极改变消费者行为的有机食品生产商和营销商考虑本研究的发现和影响。对 TPB 模型中意图-行为和 PBC-行为差距的满意度和信任。在 TPB 模型中检查行为意图的中介效应并包括澳大利亚的背景是其其他贡献之一。鼓励旨在持续、积极改变消费者行为的有机食品生产商和营销商考虑本研究的发现和影响。